True Value Rewards Customer Loyalty Program Captures Direct Marketing Association's Gold Echo Award

True Value Company, one of the world's largest retailer-owned hardware cooperatives, was recently honored by the Direct Marketing Association (DMA) with a 2006 International Gold ECHO Award for best retail campaign. The ECHO Awards, announced at the 2006 DMA Show in San Francisco, recognize excellence in strategic thinking, creativity and response results in direct marketing programs. The 77th annual DMA-sponsored competition drew nearly 1,000 entries from 38 countries. True Value and its database direct marketing agency partner, Insight Out of Chaos (IOOC), received one of only 16 Gold ECHOs. The award-winning program, True Value Rewards, enables True Value store owners to use data captured from customer purchases to identify best customers and ideal prospects. "We are honored to be recognized by the DMA for the success of True Value Rewards," said Carol Wentworth, VP Marketing, True Value Company. "True Value Rewards provides our store owners with the customer-specific information they need to successfully identify and retain their best customers, allowing our retailers to grow profitably into the future." With the expertise of IOOC, True Value developed a proprietary internet site that allows store owners to manage their customer database, plan targeted marketing campaigns, track redemption, analyze ROI and compare their results to key performance indicators of other True Value retailers. Since True Value Rewards launched in 2003, the program has been adopted by more than 500 True Value retailers and involves nearly 2 million customers, and counting. A further testament to True Value's innovative retail marketing prowess, signage for its Color Made Simple paint program recently received the 2006 Silver Design of the Times Award from P-O-P Magazine.

True Value Company, headquartered in Chicago, is one of the world's largest member-owned wholesale hardware cooperatives with $2 billion in annual revenue. The cooperative includes approximately 6,000 independent retailer locations worldwide operating under the store identities of True Value, Grand Rental Station, Taylor Rental, Party Central, Home & Garden Showplace, Induserve Supply and Commercial Sales. Additional information on True Value Company and its retail identities is available at www.truevaluecompany.com.

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