Great tomes have already been written on the innovative marketing strategies supporting CRM, loyalty and reward programmes; detailed customer analysis has allowed for ever greater insight into consumers buying behaviours, lifestyles and general motivational tick boxes; and all manner of TV, direct mail, sales promotions and PR have accompanied each new initiative. The net result is that most of us now have copious reward cards, loyalty statements and are inundated with personalised offers.
On the face of it, this is great – for both the consumer and the companies issuing the schemes. For what could create more loyalty than the offer of a discounted night’s stay at some sumptuous country hotel, or a free Eurostar journey to the romantic city of Paris, perhaps even a two for one meal at a swanky London restaurant – and all for using specific hotels, retailers, airlines etc and just collecting points. The offers seem too good to be true.
Yet, whilst most of the offers are not too good to be true and are in fact genuine, the reality of the delivery of redemption is a far cry from the projected promise and the expected experience.
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