It’s not that I don’t like you. I do. I’ve been you. I
understand the need to capitalize on a current transaction by offering the
customer a future discount. This all makes perfect sense to my I just took my son to CVS Minute Clinic for a sports physical. So, a few days later, I'm struggling to understand why their marketing department would send me a coupon for $10 off a sports physical. Maybe it's all entirely coincidental (not), but I haven't received a CVS promotion until just now, when the online check-in prompted me for my e-mail and address.
I can’t tell you how many times this practice happens. As much as I love Lands’ End, they are guilty of this also. It never fails, that I’ll place a $200+ order for school uniform apparel, and I’ll get an e-mail the very next day for 30% off. Seriously? I know I can call your customer service and they will probably give me the discount on the past order (as they have stellar customer service), but you just make me feel all bitchy and cheap doing that.
So, please…take the following into consideration:
1) I love that you appreciate my business with a
personal e-mail following up on my purchase. Kudos for that.
2)
I love extra discounts, who doesn’t?
3)
I don’t like to feel like I’m being played, or
that I missed the boat on a seemingly good deal that’s (coincidentally) occurring
moments after my credit card was swiped.
If you are going to use your voodoo marketing and target me
before I’m even aware that I’m a loyal customer, please don’t offer me a
discount on what I just purchased. If I was just at your store for a sports
physical, there’s a pretty good chance I don’t need another one this week.
Maybe file this promotion away to hit 11 months from now and send me an e-mail
reminder and a coupon for the next delinquent annual sports physical my child likely
needs for school. If you want to send me a promotion immediately, offer me something that I can actually use: $5 off any purchase at CVS, a discount on a flu-shot, or $10 off any prescription.
If I just purchased a boat-load of clothing at your store…cough-cough, Lands’ End…don’t send me a 30% off everything promotion that starts tomorrow and ends next week. Send me an e-mail that says, “Thank you for your recent purchase. We are sending you a coupon code that can be used for any future purchase in the next six months." Better yet, notice all those times I have stuff in my cart and haven't checked out? I'm not checking out right away because I'm waiting to see if you will send me another e-mail promotion this week. Save us both the time, and offer me a discount TODAY.
If I just purchased a boat-load of clothing at your store…cough-cough, Lands’ End…don’t send me a 30% off everything promotion that starts tomorrow and ends next week. Send me an e-mail that says, “Thank you for your recent purchase. We are sending you a coupon code that can be used for any future purchase in the next six months." Better yet, notice all those times I have stuff in my cart and haven't checked out? I'm not checking out right away because I'm waiting to see if you will send me another e-mail promotion this week. Save us both the time, and offer me a discount TODAY.
Don’t make me feel dumb. Don’t make me feel like I missed
the boat on a sale. Make me feel valued for the customer I am, and the customer
I will continue to be if you give me a little free stuff respect. I'm fairly easy in this regard....just treat a girl with a little dignity.
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