The strategy was to encourage first-time customers with a reward for new purchases over Can$100.
NEBS is part of the AIR MILES for Business coalition program, a successful loyalty program targeted to small businesses. As a result, they are able to offer AIR MILES reward miles as incentives for customers to make purchases. The base was therefore segmented into two groups: AIR MILES collectors received double reward miles (typically NEBS gives one mile of travel for every Can$10 spent) and noncol-lectors received a desk clock.
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