
I was standing in line at AutoZone to trade in my car battery, and the guy in front of me at the register was asked if he had an AutoZone rewards card. It just got me thinking of the frustration I experience – no matter where I go anymore, if it’s retail – it’s the same old question: “Do you have a (fill in the blank) rewards card?” And my answer, with few exceptions, is no. No, I don’t have a Staples/CVS/AutoZone/Blockbuster/Barnes & Noble/Best Buy/etc. rewards card. If I did, I’d need a separate wallet or I’d look like I had a mini deck of cards hanging from my keychain. I have a grand total of four: Fry’s, Safeway, Borders, and Ulta – and I’m considering ditching the latter because the rewards, or rather lack thereof, doesn’t seem to be worth the space that the card takes up in my wallet. They should rename it “I’m the suckah, who shops at Ulta” card, because apparently all it’s good for is to have an easy way for their marketing folks to rack up personal information and shopping habits about me.
Of course, ever the value-conscious consumer, when I’m actually at the register I always feel a momentary pang of regret over not having that card that might save me a buck or two. I figure there’s gotta be others like me out there, which is where I got the idea.
My observations:
1) Retailers want consumers to participate in these reward programs: partly for loyalty, and also to get detailed marketing information.
2) Consumers want to participate for the discounts. But all those freakin’ cards, man!
A dismal scenario. Shopper A sadly says no to Store B’s rewards card, already wistfully regretting a bleak future of lost discounts, while Store B hangs his head in shame, wondering where he went wrong.
Enter Third Party Marketing Company C, a.k.a. “RewardCo”, on his gallant white steed. He surveys a bunch of consumers and finds that they would be more than happy to use a rewards card at not only Store B, but also Stores A, C, D, E, and F, all the way up to and including Store Z, if they could all be consolidated into just one rewards card for convenience purposes. RewardCo then approaches Stores A through Z and makes them an offer they can’t refuse:
“We can quadruple your rewards card consumer base.
Furthermore, we can provide you with not only the demographics and shopping habits of your customers at your store, but also a detailed report of what they buy at all the retailers in the network.
Last but not least, you’ll no longer have to do any of this in house – you can outsource it to us and we can do a better job of it – we’re doing it for every participating major retailer in the U.S., it’s the only thing we do, so it’s what we do best – your customers will be thrilled.
Oh, and did we mention all the other major participating retailers? You don’t want to be the odd man out and lose all those sales, do you?
It’s a win/win/win: shoppers are happy, the retailers are happy, and Third Party Marketing Company C, a.k.a. RewardCo is busting a gut all the way to the bailed out bank of its choice. Someone, please, steal this idea and make it happen.