I was shopping last week at Eddie Bauer in the mall. The customer service was great and I had an enjoyable shopping experience. At least until I checked out. Then I was asked if I had a rewards card. No, thank you. It’s free. I’m not interested. Why? Because I hate carrying around 2309238098 cards from different companies. I don’t feel that’s a reward. You assign me a number, make me carry a card, track what I purchase and occasionally give me coupons for your stuff. I think the reward is surely in your favor.
First off, these types of rewards programs bother me because they’re already tracking what I purchase. I usually pay by credit card, so that pretty much assigns my identity to what I purchase. They just want my permission to market to me. I get it, but I don’t want it. Instead, how about randomly giving me a coupon at time of purchase? That would be much more of a reward than this veil of a supposed rewards program.
Don’t get me wrong. I think you should reward your customers…and your business partners…and your referrals. I just think they should actually be rewarded. Give them something they want. It can be a discount on your services or a referral fee or whatever. Just don’t pretend you have a rewards program when you actually have a direct marketing program.
Be open. Be honest. Reward your customers.
(photo by FreeWine @ Flickr CC)
Technorati tags: direct marketing, referrals, customer rewards, business, rewards programs, marketing
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I agree, I usually say no to most reward programs (they’ll figure out a way to spam me anyway). but I gotta give props to Eddie Bauer. I don’t ever get emails from them, but I got an $80 dollar gift certificate in the mail the other day through their rewards program — just for shopping. That’s a reward I can live with!
Yes! I agree. I hate carrying cards but even worse I hate paying for something and then getting a paper coupon I have to bring back the following week (or whenever).
If you’re going to reward me, give me with a discount NOW, while I’m in your store. Evrything else is just added responsibility or an irritation. Keep track of it for me, so every time I spend money, your cashier lets me know how close I am to the “gift.” I’ll keep coming back AND I’ll be thankful there is one less thing to keep track of in my already busy life.
Hi Sarah, Thanks for your comment! I think Eddie Bauer’s gift certificates are nice, but it’s annoying that they want you to carry a card in order to get credit. Why not keep track on their side? Or track via a phone number that can be looked up – similar to what Borders or REI do? I just really hate the idea of carrying a bunch of cards around – so I always avoid programs that require them.
Pat, I agree 100% with you (obviously). Thanks for the comment and for reading!
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