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Stride Rite rewards program leaps past million member mark


LEXINGTON, Mass. — Stride Rite Children's Group's first-ever multichannel loyalty program, launched in Nov. 2012, has leapt beyond the million member milestone within six months.

The company estimates that 75% of specialty store and online transactions are associated with a rewards member.

"Fully integrating and mobilizing our rewards program within enables our moms to research, shop and manage her rewards account conveniently with the device of her choosing," said Stephen Donnelly, Stride Rite Children's Group SVP/GM of direct-to-consumer.

The brand is growing its digital and mobile marketing capabilities to keep existing customers engaged while reaching out to new moms entering the category who are digitally demanding. Stride Rite intends on deploying its full CRM marketing capabilities to the loyalty effort.

The company is offering people who sign up for the rewards program a $10 reward for every $75 they spend, free shipping on its e-commerce site for purchases of $35 or more, members-only offers, member updates and fit reminders and a welcome kit with more than 100 coupons from partner companies.

"With more than 1 million members and growing, we believe the Stride Rite Rewards program has positioned us for a strong back-to-school season," added Donnelley.

The Stride Rite Children's Group, part of the Lifestyle Group of Wolverine World Wide, markets the Stride Rite, Saucony Kids, Keds Kids and Sperry Top-Sider Kids brands.

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