Dave’s stores to be test market for Loc Card
The Loc Card is a universal rewards card that has Dave’s Soda & Pet City signed up as one of its first member merchants. The chain has seven locations in the region.
“What I like about this is it is great for the consumer,” said Dave Ratner, the owner and founder of Dave’s. Ratner said he hopes to have Loc Card in place before the busy holiday shopping season.
“It also allows each merchant to run its own loyalty program. Nothing about my Dave’s Club changes,” Ratner said. “People just use one card to access it.”
Customers earn one point for every dollar they spend and a $10 Rewards Certificate at 300 points. They also get coupons and offers.
“We know you have a dog and probably aren’t interested in cat stuff,” Ratner said. “Not only do we know you have a dog, but we know what brand of food it eats.”
Brian Sealander, a local sales representative of Cincinnati-based Loc Card, said Dave’s Soda and Pet City captures about 90 percent of purchases in its loyalty club plan. That means Ratner has a lot of loyal customers who always use their card.
“That’s because we really work it with the loyalty program,” Ratner said. “We really make it worthwhile.”
Sealander said that loyalty makes Dave’s a good test market for Loc. Sealander said he’s busy pitching the Loc Card to other Springfield-based chains. It’s only with several stores signed up that consumers will chose to ditch a scramble of cards for one Loc.
Sealander said the card was developed by retail veteran Jack Kennamer who was checking out a store when he saw a woman refuse to sign up for a loyalty program, discount or not, after shaking her stuffed key ring at the clerk and saying “I don’t have room for you!” “We want to make Springfield a sort of test market,” he said. “It’s a big market, which you need, and it also has a lot of regional companies based here.” Instead of filling out a form at the store, Loc users take a card and register it on a website - www.loccard.com - or a mobile app. Consumers choose how much information to share with each company.
Ratner said he might set up computer kiosks in his stores so customers can sign up for Loc right there.