Dorothy Lane Market has new loyalty plan

Business
By Mark Fisher
July 11, 2012
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Dorothy Lane Market this morning unveiled a new loyalty-card rewards program that offers customers price breaks on everyday items such as milk, eggs, soda pop and bananas.

Here’s how it works: Customers who have a DLM loyalty card will accrue points every time they shop. Shoppers can then cash in the points to get the price breaks. Shoppers earn one point for every $2 spent, although on the 10th, 20th and 30th of each month, customers can accrue 10 points for every $2 of their grocery bill.

Customers can redeem 100 points to buy up to five pounds of bananas (conventional or organic) at the discounted price of 9 cents a pound, saving up to 64 cents a pound. Customers who have items in their basket that are eligible for the price breaks will be asked at the checkout if they want to use their points to obtain the discount, or they can opt to save their points for a later purchase, DLM officials said. The points never expire.

“We think this will allow us to be more attractive from a price perspective,” said Calvin Mayne, DLM’s vice president and chief operating officer and grandson of DLM’s founder.

The Club DLM Rewards program takes effect today. Customers who already have DLM loyalty cards are automatically enrolled. Those wishing to sign up can obtain a card at no charge by filling out an application at a store or at www.dorothylane.com. DLM has stores in Oakwood, Washington Twp. and Springboro.

DLM was among the earliest adopters of loyalty cards, launching its Club DLM program in 1995.

Contact this reporter at (937) 225-2258 or mfisher @DaytonDailyNews.com.

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About the Author

Mark Fisher, a 1981 graduate of Ohio State University and a 1976 graduate of Beavercreek High School, is a third-generation Dayton-area resident who has worked for the Dayton Daily News since 1983. He covered higher education and K-12 education accountability issues for nearly 20 years before taking over the food and dining beat in 2006.