Make Marketing History

The views of a marketing deviant.

Wednesday, June 11, 2008

Sticking The Boots In To Loyalty.


So you're in a store that you visit infrequently and they ask you if you have a loyalty card. You say "yes, but not with me at the moment". They say that's ok, if you return to the store with the card and this receipt within fourteen days, we'll adjust your account accordingly. Straightforward. You reward loyalty rather than punishing forgetfulness.

But not Boots who ironically are praised for having a generous scheme. You return to their store with your card and your receipt and ask them to adjust your account. They say, we can't do that because your receipt (which clearly states that you would have received x loyalty points if you had presented your card at time of purchase) has not been validated. And by "validated" they mean it has not been reprinted to show that you expressed the intention to return to the store to collect the points.

You validate car-parking, you don't validate loyalty.

2 Comments:

Blogger Charles Frith said...

Just for the record dear chap. I twittered last night and felt your response coming before the page on my mobile had reloaded. The lady with me in the restaurant was witness to that and furthermore part of our discussion was me explaining that Europeans aren't into loyalty/discount cards as much as the Chinese are.

I tried to call you but your phone was switched off.

This doesn't mean you are off the Christmas list and yes I got completely soaked afterwards :)

8:09 AM, June 11, 2008  
Blogger Cynical Rob said...

Don't slag off Nottingham companies

7:15 PM, June 11, 2008  

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