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.