Rawlings Launches First-Ever Loyalty Program

Rawlings Sporting Goods Company, Inc., a subsidiary of Jarden Corporation, recently launched Rawlings Rewards, its first consumer loyalty program. With its user-friendly interface and minimal entry requirements, Rawlings Rewards encourages repeat purchases, subsequently building a database of brand ambassadors for future marketing ventures.  Rawlings Rewards will be accessible via the e-commerce portion of the brand’s website at RawlingsGear.com.

“One of our key initiatives heading into 2015 is to invest in digital opportunities pertaining to our internal web properties and substantially grow our e-commerce business as a result,” said Mike Thompson, executive vice president of marketing for St. Louis-based Rawlings. “Rawlings Rewards is an avenue to help us achieve our fiscal goals while recognizing and rewarding our brand enthusiasts.”

Rawlings Rewards is free to join and operates on a point system where every dollar spent yields the consumer one point at the entry, or “red,” level.  Once 250 points have been accrued, the consumer is awarded a $10 coupon to redeem on a future purchase on RawlingsGear.com.  The consumer can reach the “gold” level after accumulating 500 points, thereby earning a complimentary Rawlings sack pack and a bonus accrual of 1.25 points for every dollar spent. Other program highlights include points that do not expire, double points during birthday months, exclusive offers and discounts, and bonus points on select products.

“Clutch is incredibly excited to partner with such an iconic brand like Rawlings,” explained Mark Harrington, vice president of marketing for Clutch, a consumer management firm that helped launch the initiative. “Rawlings has an incredibly deep affinity among athletes and fans, and Clutch is proud to help build and strengthen its customer loyalty through the Rawlings Rewards program.”

After determining Rawlings Rewards success in its first year, Rawlings will expand the loyalty program to include in-store purchases made at each of Rawlings six factory store locations throughout the United States.