Published on: April 27, 2011
Got the following email responding to my criticisms of loyalty card programs - like Starbucks’ and CVS’s - that make people bring in coupons to redeem their rewards instead of just applying them automatically to purchases made using the cards:The problem with applying a discount to a card is that you are giving discounts to someone who is more likely to stop in and pay full price regardless. Secondly, the digital coupon assures nearly 100% redemption. Most marketers still count on "slippage" to make promotional programs affordable. Finally, it does nothing to encourage non-loyal potential customers to stop in and experience a coffee trial. Finally, after all is said and done, the coupon at home serves as an advertisement for the shop. Whether someone redeems or not is open to question but minimally, they saw my ad and are now aware of some product, service, or message I want to share.
It's hard to make an informed comment regarding the promotional program unless you know the objective.
I understand the objective, and I think I’ve said over and over that retailers like these coupon-oriented programs because there tends to be a low redemption rate.
Such programs are retailer-centric, not shopper-centric. And I firmly believe that in the long run, with the next generation of consumers trained to believe in a paperless society, such an approach will be seen to be anachronistic. And annoying.
On another subject, one MNB user wrote:Mixing booze with energy drinks is definitely a bad concoction.
I work in a liquor store and see all these young kids, just turned 21, who are out for a quick buzz. It bothers me to sell to them but I cannot refuse unless I think they are already under the influence.
Here's another potential problem that just hit NYS.....
Cream, a alcohol-infused whipped cream. Does not need Refrigeration. Has an aerosol nozzle that looks like a can of whipped cream that you can buy in the dairy case at your local food store.
Comes in 6 flavors. Selling like hotcakes! $9.99 per can (375 ml).
Has 30 Proof alcohol. Not controlled by the FDA. No ingredient panel. God only knows what is inside!!!
What till some little kid get a chance to spray that on his Jell-O and takes ill........... or worse yet, DIES!
This is a new one on me.
I checked out their website, which has a headline that says ‘Get Whipped,’ and includes the following copy:Dare to stimulate your senses with the new and refreshing sensory explosion that is CREAM. Choose from six passionate whipped cream flavors infused with a 30 proof (15% alcohol by volume) kick that propels cocktails and mixed drinks to a whole other level.
A tempting blend of natural and artificial ingredients, CREAM inspires whipped cream flavors like raspberry, cherry, orange, caramel, chocolate, and of course vanilla with a smooth alcohol burst.
Each 375 ML aerosol-dispensed can of CREAM offers endless and palatable possibilities. Imagine topping off your favorite mixed drinks, signature shots, martinis, daiquiris, coffees, and desserts with a sensory infusion like no-other …CREAM. The crème de la crème confectionery sensation, CREAM offers the simple pleasures of traditional whipped cream with grown-up benefits.
This may be designed for adults, but I wonder how many prom and after-prom parties over the next few weeks will feature this crap. And how many marketers will rub their hands with glee over the sales figures.
Marketers, I guess, who have figured out a way to check their consciences at the door.
Got the following email the other day from MNB user John R. Hurguy about our “Sports Desk” feature:…a little surprised you didn’t make quick mention of the Mets sweep of the Diamondbacks in today’s section of The MNB Sports Desk. Just think, if the Mets extend their win streak by 6 more games and the Phillies drop 7, they would be tied…even perhaps at the top of the NL East.
First of all, I don’t mock the baseball gods. Ever.
Just as I did not mention today that the Mets now have a five-game winning streak.
I have low expectations for this baseball season. If the Mets are interesting and competitive into September, it will be a huge win.
That’s much different from Philadelphia Phillies fans, who know in their hearts that if their team does not win at least 100 games and go to the World Series, the season will be an utter failure.