The other day I was digging through my wallet to find my frequent buyer card for the haircut place I go to. After I got in my car I started looking through all of the frequent buyer cards I had in my wallet. Ridiculous! I had 8 cards for restaurants, sporting goods, office products and grocery stores. It’s kind of frustrating to sit on a big fat wallet (not filled with cash), thanks to all of the cards that retailers bury me with to try to get me to be a loyal shopper. In an effort to build loyalty, these companies are actually frustrating their customer.
Retailers don’t have to burden their customers with carrying around one of their frequent buyer cards. They could simply keep then cards in a file by the cash register. Or better yet, they could get into the 21st century and track customer purchases with a computer and give the customer the free thingy or discount when the computer says they’ve jumped through the appropriate hoops.
Every business wants loyal customers. The best way to get them is to earn them by consistently delivering great products and services. If you want to incentivize customers to take certain actions, make sure you think through all of the angles. The last thing you want to do is create ill-will as you’re trying to build customer loyalty.
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