How I wish... I almost never get points bonus offers any more, and when I do they're usually over $100.
We spent $25 at Woolworths today and wont need to shop again until next week, so my points earning has really taken a hit. I do have a double points offer, but still need to get over $30 for that to even take effect
I'm happy
for them to know my shopping habits... but they're not very smart on the 'enticing me to spend' front
That was your first mistake.
All rewards/loyalty schemes are designed to make the unwary customer become a more stretched and greater spending customer. The forerunner to all these schemes 'modern manipulation' were the algorithms used by credit card issuing companies.
I had the opportunity for a few years to talk with the head of the largest CC issuer in the world. I was a pragmatist (cynic) before the conversations - hard to know what I was classed as post them.
The terminology/psychology used for loyalty schemes and ccs is very similar.
With ccs you have 'revolvers' & 'clearers'.
Revolvers are good (no not an advert for the NRA), clearers are EVIL - at least in the eyes of cc issuers.
So the algorithm used tries to build up an accurate picture of every cards (& linked ones) spending profile, a VERY accurate spending profile where it tries to identify cycles within cycles within cycles (a bit like crime data analysis - once some software is developed who knows where it can be used).
It ids regular cycles (annual, quarterly etc) as well as 'incident' cycles such as holidays, health, disasters etc.
This is done in a slightly different way for 'revolvers' vs 'clearers'.
Then once it reaches a certain confidence level, and subject to the internal credit rating of the account holder, it tries to convert you. In a different way for each major spending type. There are sub-groups within each type btw.
Now the psychology goes to work in a big way.
One aim is to convert 'clearers' to revolving (always having an outstanding balance paying interest).
Another is to get 'revolvers' to extend themselves just short of the point of declaring bankruptcy. Doing a little digging since my original conversations has shown that some companies' definition of 'just short' is measured in microns on a bright sunny day with a cool breeze so-to-say.
SO finally getting to the point.
You are close to the ideal customer as:
- You are happy for them to know your shopping habits (big tick)
- You are virtually giving it to them for free as your regular spend seems to be below the threshold for earning any points, so no cost (big tick)
- You don't seem to recognise the value of the data you are providing them - helps working capital planning etc (big tick)
- You appear only mildly affected by the lack of earnings (tick)
- You appear that you are not looking to game the system (huge tick)
- You didn't mention that you'd rated the offer (top right of email) as very poor (tick)
Personally I like more money in my pocket than theirs aka the customer from hell. Data has a value to them - make sure you charge for it.
- Do each of you have an UNLINKED EDR account? If not then create one in your partners name.
- Any children/others at home? Create an account for each.
- Use the same psychology that is being used against you, the customer, against WoW (or Westfarmers).
See some of my and others earlier postings on 'game theory'. Algorithms run these schemes not people. Once you identify what inputs matter then its time to play.
The rules do get modified by the companies in an attempt to 'enhance' (there's that word again) their benefit and not the customers. Like an ever slow motion game of chess.
your move....
!
