In an expansion of what it offers readers directly, Penguin Random House has begun a loyalty program that rewards readers who purchase PRH books in print, electronic, and audio formats, allowing them to collect points for purchases made online and in stores and redeem them for free books.
Readers Rewards Program members accumulate points in an account they create with PRH, earning 10 points for each book purchased. For each 120 points, they receive a code to redeem a free PRH book, up to a $30 value, on PRH.com. The majority of the PRH catalogue is eligible for points, with some format exclusions. In addition to earning points, reader rewards members will also receive customized book recommendations based on PRH's editorial expertise combined with its proprietary AI platform, via e-mail and through the member's PRH.com account dashboard.
Sanyu Dillon, PRH executive v-p and director, marketing strategy & consumer engagement, explained the program's rationale: "Penguin Random House Consumer Insights research shows that today's consumer expects to be rewarded by the brands they purchase from frequently, and this program delivers an initial step toward building deeper, more meaningful relationships with readers."
In the next phase of the program, PRH intends to hold "a series of special events in collaboration with retailers and partners nationwide." The company said that the "sales team and retailers are supportive since the program is designed to encourage sales from consumers nationwide at any of their favorite retailers, including indies of course."