Metro is changing its loyalty program. decent. Previous program points are taken over, well done. Watch out, Metro, we’re scalded.
Loyalty programs offered to consumers represent one of the great marketing innovations of our time. Air Miles, Aeroplan, Triangle and Scène+ customers are invited to earn points in exchange for rewards on their purchases.
For their gift, the customer provides two things: they return to promote the banner and they authorize the banner to collect information about them. The retailer knows our consumption habits, which is a valuable marketing tool.
Is the customer required to participate in the programs? Obviously not. Going to the SAQ and don’t want to know anything about the Inspire card? No problem. You pay for your bottle of brandy, say thank you for the Inspire points, and leave.
This decision may make sense if you hate being stuck as a consumer. It can be useful if you lack patience. But the decision cannot make economic sense.
- Don’t miss the Mario Dumont show, Monday through Friday from 3:30 p.m., via QUB radio :
money on the table
Points typically return between 1% and 2% of the transaction value. Obviously trade is not a gift. You pay these points implicitly when you make a purchase. Declining points is like leaving money on the table. I personally don’t ask myself the question, I almost always take the points.
Once that general principle is established (I’ll take the points to avoid leaving money on the table), I admit that I experience frustrations as a consumer. When one fine day the company that has long encouraged me to earn Air Miles points bluntly announced to me: “We are giving up the program!” »
It’s a beautiful concept, loyalty. In general, it works better when it’s mutual. We’re told to be loyal to a brand and then we’re let down with our points overnight. The next day we are unashamedly invited to start over and participate in a new, supposedly better, program.
- Listen to Mario Dumont’s show Monday through Friday from 3:30pm QUB radio :
scalded
The drop in Quebec airline miles is amazing. Two giants, namely IGA and Jean Coutu, announced in quick succession that they were abandoning the program. Their withdrawal nearly bankrupted the program, causing consumers to frantically spend their points for fear of losing them.
Some had to give up the “dream” they wanted to achieve with the miles they had accumulated over the years. In extreme cases, BMO bought and saved the program. But for IGA and Jean Coutu, Air Miles’ possible bankruptcy seemed the least of their worries.
Not to mention the occasions when, over time, these programs have changed the rules of the game and reduced the value of our accumulated points.
IGA is now offering me its new program. I haven’t joined yet. I pout, I growl, I shy away. I need a statement of faith in your understanding of fidelity.
