It's all about consumer empowerment!!! I emailed this to the Woolworths head office yesterday.
"Hello Woolworths Everyday Rewards Team,
I just wanted to provide some feedback regarding your lovely orange rewards card. I was swiping it through on a recent purchase at your Sydney CBD store (like I always do as a thoroughly engrained robotic behaviour), and I began to actually consider the rationale behind it.
I'm a marketing professional, and I completely understand how this card system works- it allows you, as a large organisation, to collective massive amounts of user information about buyer behaviours every single minute of every day, for your advantageous benefit. Let’s face it, data is a powerful commodity, especially in your highly competitive industry.
Now, I don't see an issue with this, SO LONG AS a reasonable incentive is given back; just like you would be expected to give some sort of small reward for a customer filling out a feedback survey. After all, the card is an optional choice for shoppers, and we participate because we are told we will be rewarded- makes perfect sense.
However, upon my recent swipe at the automatic checkout, I realised that I've been using this card for quite a long time now, and the only real benefit offered to me over these last two or so years was one that I claimed via email as a very temporary discount for a brand of moisturiser, as well as being able to get a few cents off some frozen veggies (as it was one of the items marked down for card holders).
As an aside, I’m sure those temporary discounts also benefit Woolworths, as I’m assuming FMCG companies incentivise your organisation to promote directly to consumers who have card data trends toward their products.
Back to my main point, I feel that, as an organisation benefiting so much from all of our purchase data every day so that it can be analysed and utilised to improve your offering and thus your profitability, there should be a greater reward or incentive offered to consumers so as to encourage us to keep using this card. I feel that it is quite unbalanced at the moment and you'll end up finding that the numbers of users will eventually drop. Consumers are very informed and well-connected these days and thus, very sensitive to large organisation operations such as this (I mean… look at this letter!).
Thanks! This is not meant to be a complaint; just some feedback and “fresh food” for thought, as it were.
Thanks for your time.
Eastwood Musical Society presents "Thoroughly Modern Millie", the musical!
Show Dates: 24 October - 8 November 2014
Tickets are available now!
Based on the 1967 film of the same name, Thoroughly Modern Millie tells the story of a small-town girl, Millie Dillmount, who comes to New York City to marry for money instead of love – a thoroughly modern aim in 1922, when women were just entering the workforce.
Millie soon begins to take delight in the flapper lifestyle, but problems arise when she checks into a hotel owned by the leader of a white slavery ring in China. The style of the musical is comic pastiche. Like the film on which it is based, it interpolates new tunes with some previously written songs.
Like the film on which it is based, it interpolates new tunes with some previously written songs – including Tchaikovsky's The Nutcracker, My Mammy and show tunes from Naughty Marietta and Gilbert & Sullivan’s Ruddigore.
Thoroughly Modern Millie is a musical with music by Jeanine Tesori, lyrics by Dick Scanlan, and a book by Richard Morris and Scanlan.