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With the tagline of "Ready, Set, Sell, Ruger!" the Ruger Rapid Retail Rewards Program has returned in 2015 to benefit dealers. Known as the Ruger 4R Program, this is a retailer incentive program that rewards retail sales reps for selling Ruger firearms. With every new Ruger firearm sold between June 1 and September 30, sales reps can earn 4R Program points redeemable for free Ruger firearms and accessories.