Genuine Loyalty Can Only be Earned from Genuine Loyalty Schemes

cards-hero-loyaltyTesco having its knuckles rapped recently by the Advertising Standards Authority seems to me to be yet another symptom of a grocery price war strewn with landmines set for their hapless customers.

I’m a fairly avid watcher of supermarket deals, but even I hadn’t noticed the restrictive nature of Tesco’s Brand Guarantee offer.  So claims that they had set it up to be anything but a ploy to hoodwink their customers seem a little hollow to me now.

Even more so as I was about to pen an article proclaiming Tesco as having finally got this price matching thing right in the face of more disingenuous deals from stores like Sainsbury’s.

Next Time We’ll Be Generous!

Giving me a voucher at the checkout telling me that you were actually more expensive than your rivals this time and that NEXT TIME you’ll give me back the difference is a pretty measly offer in my humble opinion.  Even more so when the time limit to claim back the few miserable pence involved is so pitifully short.

And while we’re on the subject, just how many vouchers is it possible for one person to fit into a purse, pocket or wallet?  Judging by the number I get from Sainsbury’s, they’re running their own special study to find out.

inline-Lemon-Takes-Aim-At-Digitizing-Your-Traditional-Over-Stuffed-WalletConsidering we live in a digital age and most of these offers are connected to a databased driven loyalty or discount card, why are we still using annoying and wasteful slips of paper to administer such offers?

The answer, as I’m sure we all know, is redemption ratios.  These stores are assuming we’ll simply be chuffed with their generous offer of a freebie, even though in many cases we’ll not be able to take advantage of it, due to time limits, special conditions or a forgotten or lost magic ticket.

Fast and Loose

It’s been suggested that ASDA’s recent poor performance against it’s rivals was largely down to it’s stance on every day low prices, whilst eschewing a round of discounts and offers, especially in the run up to Christmas.  If that’s true then the value of special promotions is something that no retailer in a highly competitive market can afford to play fast and loose with.

But from my own experience, and from conversations I’ve had with store staff and other consumers, these rather iffy offers are starting to pall in attractiveness.  Coupled with the recent re-jigging of the Nectar scheme in Sainsburys, conditional discounts end up more sour than sweet.  They certainly don’t inspire loyalty.

from conversations I’ve had with store staff and other consumers, these rather iffy offers are starting to pall in attractiveness

Speaking personally, I passed the end of my tether long ago, the last time I had to stand in a checkout queue, leafing through multitudinous fiddly vouchers, checking that they were in date and that I’d bought exactly the qualifying size, variety, colour and amusing shape of kumquats to claim my 0.02p worth of points.

Get Serious

If the big supermarkets are really serious about taking on their snappy little discounting rivals, they are going to have to take a good hard look at how attractive, and above all, how genuine these offers are for their customers.

Bodies like the ASA and Which are feeding into an increasingly savvy and digitally connected consumerate who are not going to put up with the wool being pulled over their eyes forever.  Even if they are offered a discount on knitwear redeemable when there’s an X in the month.

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