Company to offer KickBack points at its Conoco-branded c-store, as well as its Rainbow Grocery store, hardware/sporting goods store in Colorado.

In the retail world, storeowners can successfully build their brand and their reputation in a host of ways including advertising, marketing and a number of other building processes. With a little hard work and a solid business plan, business owners can effectively communicate their brand message to a targeted audience.

But perhaps the factor most important for the continued success of a company is the relationships it continues to build and maintain with their loyal customers. This message is one that Howard Fleming takes very seriously.

That’s why Fleming, President of Rainbow Grocery in South Fork, Colo. has partnered with KickBack Points.

“We operate in a small community and have many loyal customers,” said Fleming, who heads Rainbow Grocery, a third-generation company founded in 1946. “Up until now, there were no loyalty programs in our market so we are very proud to be able to offer our customers rewards and discounts for their ongoing loyalty to our brands.”

In addition to Rainbow Grocery, Fleming operates a TrueValue hardware store, a Rainbow Sporting Goods store and a Rainbow Express convenience store, which is branded with Conoco fuel and a Blimpie Subs & Salads. KickBack cardholders can earn points at each of these locations. The program officially began rolling out on July 22.

For a smaller operator like Rainbow Grocery, a coalition loyalty program offers the company a big opportunity. A major cost benefit is that most of the development work is already established. Plus, they are now able to drive traffic from one profit center to the other by delivering targeted offers. By having multiple brands participating in the program, Fleming’s customers have even more opportunities to earn points–at the grocery store, the convenience store, at the pumps and even in the hardware and sporting goods stores.

“Since customers can earn points at all of our locations we expect them to begin accumulating points and earning rewards right away,” Fleming said. “As the coalition program expands into other surrounding areas, I fully expect to grow our market share and increase our business.”

Coalition programs, such as KickBack Points, have a proven ability to increase average transaction value, increase transaction frequency and increase customer lifetime value.

As a KickBack cardholder, Rainbow’s customers can earn and spend points just like cash at a host of stores including Conoco and Phillips 66 locations, giving them the ultimate benefit of free choice.

Rainbow’s primary coalition partner will be Pester Marketing, which operates 51 Alta Convenience Stores and distributes with Conoco and Phillips 66 fuels in Colorado.

“KickBack’s innovative solutions and unique approach to loyalty marketing are transforming the way retailers communicate and gather information on their customers to allow them unprecedented opportunities to provide outstanding customer service,” said Pat Lewis, CEO of KickBack Rewards Systems. “Rainbow Grocery is just beginning what will be a rewarding experience for the company and its customers.”