Loyalty is Not a Pocket Full of Barcodes
It struck me the other day that these paper laminated “key fobs” represent the end product of loyalty programs. But, these six barcodes, adding some bulk to my already unwieldy key chain, are not rewarding. Sure, the promise of these programs to connect customers to retailers still holds great potential. The premise is simple enough: I give a retailer certain information. In exchange the retailer has the benefit of customized offers suited to my purchasing history and demographics.
From my vantage point, as a consumer, I don’t see much value yet. The only thing I get is an occasional valuable coupon in a long print out at the checkout.
I'd challenge any retailer that has a loyalty program to take a second look at the performance and relevance of the print outs.
From my vantage point, as a consumer, I don’t see much value yet. The only thing I get is an occasional valuable coupon in a long print out at the checkout.
I'd challenge any retailer that has a loyalty program to take a second look at the performance and relevance of the print outs.
posted by Rob at Thursday, July 21, 2005
3 Comments:
In an effort to save money and please the Wife, I regularly trudge down the aisles of the local Food Lion, H-T or Bi-Lo. Inevitably, I buy only the store brand and things on sale. Queuing up to pay, I have to pluck the correct card from my George Costanza size wallet to get the requisite savings. It is all so pathetic.
Grocery chains are actually among the few companies to deliver some real benefits to customers via personalized offers -- things like coupons based on purchase history printed on the back of check-out receipts.
Elsewhere, the benefits of personalization are much more limited, and large companies have begun to rethink their approach to customers. I'll have an article out on this in a few weeks, I'll make sure you see a copy.
Well, thus far the only useful cards I've had are the Food Lion mvp and the Books-A-Million millionaire club thing.However, nine times out of ten I've either forgotten my card or nothing I need is on sale.. :-/
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