Club card: what you need to know

 

Club card

Club card

 

Contact with the public was intriguing and perverse. Customers would pester each other with gift tags: the more they spent, the more points they accumulated. Paradoxical was their awareness of how much those freebies, in reality, were only alleged. They would ask for the partial total of their spending to know if they had reached the score, otherwise, they would take some other item in order to round up. It was essential to induce addiction, sealed by loyalty through the club card – Cast and Customer

 

INTRO

Far be it from me to make allusions to espionage actions, but the advice is to pay attention. The club cards were used to build customer loyalty, that is, to surround the customer with gifts and prizes through a score achieved with his spending. Later, it came to the registration of their card through the web (each chain, of course, has a site), so you can get a valid email address, through which to stay in touch. This is not a step to be underestimated because contact is fundamental, customer data is a business (and earning) opportunity.

 

CARDS, DATA, REWARDS

The introduction of the loyalty card was initially managed directly by the store to which it was affiliated. Nowadays, commercial chains (almost all of them) turn to external companies and this increases the risk that their own ends become goods that pass from one hand to another. For reasons of time and also because otherwise, life would become a complicated plot (even more complicated) of effects and reactions, no one lends a moment of the day to read a pamphlet on the supermarket’s club card regulations. The data loop is as obscure as Dante’s forest: one can only hope that the new update on the processing of personal data will protect the customer.
The prizes are reached through the points collected with the expense, therefore, they are gifts up to a certain point. The fact is that, mathematically, if you start a collection, you are led to finish it. It is a game, just as through playfulness you stimulate the reaction of a child, the substance remains unchanged with the adult, even if the purpose is different. In these contests, there are points called jokers, which have a higher value than the others and allow you to increase your score.
In some chains, the points obtained can be converted into money to be deducted from the shopping. Other brands are introducing a kind of lottery, i.e., total winnings on groceries that are a must-have temptation.
Imagine what happens when, while you’re at the supermarket, an ad warns customers that at checkout number four, a ninety-euro spending spree has been won: doesn’t it feel like being in a Bingo hall or at a family tombola?
Considering also the other posts on the subject, we can say that the customer is slowly prepared for the purchase. Comfortable place (as far as possible). Artificial lighting, music in the background, curated display (as much as possible). Discounts, slogans, and mantras ready to vibrate the buyer. Prizes, collections, and gifts with which to circulate it, and finally, a propitiatory action similar to anesthesia, which consists of flyers, gadgets, and temptations that range, thanks to special facilities and conventions, from opportunities related to wellness, to gastronomic adventures. Last but not least, charity. You can enter these microcosms, thanks to a card. In most cases, it will no longer be such and such a company looking for you, but it will be you who cannot do without all this.

 

NEW FRONTIER

Generally, in order not to lose the benefits, most people, accept the regulations. The new loyalty cards keep track of purchases made and preferences. To be activated, you must leave your mobile number, otherwise, points or credits earned, will not be valid. Through the name and history of your purchases, you will track your habits and preferences. An SMS will warn you when your favorite beer will be on offer. Shopping is not a simple daily act. It’s a kind of mystery movie in which someone, following clues, is investigating you. Only you don’t know it.

 

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