I was shopping at my local grocery store recently, and as I was pulling up Android Pay from my smartphone to access my loyalty card, I had a thought. Why are we still using loyalty cards? When I got home from the store, I pondered the question.
I know that loyalty cards were originally designed to encourage customers to continue to shop at or use the services of businesses associated with each card. I’m not sure when the first loyalty card was issued, but I do know that they have been around for years. While they may initially have been some value to both customer and business, today, with the proliferation of loyalty cards, I wonder if that is the case anymore.
I have loyalty cards for grocery stores, bookstores, electronic stores, pet stores; just about every category of business imaginable. They have become both a nuisance to keep as well as to use. They have not made me loyal to any business today. Since every business now has one, I tend to use use whichever business provides the best value and services. Loyalty cards seem to have lost the ability to engender loyalty in a customer.
With that said, and the businesses knowing full well that their loyalty cards no longer work as designed, why do we still have them? Wouldn’t it be far better for all involved, business and customer alike, to do away with loyalty cards altogether and earn loyalty again the old fashioned way? The old fashioned way being to offer the best value and service from the get go.
It must cost businesses quite a bit to maintain such programs, and has become increasingly onerous for the customer to keep and use all the myriad cards available. I think I will start a hashtag campaign on social media to eradicate the loyalty card. #DumpTheCard
The only problem I see with my campaign being a complete success is the fact that the very first business to drop loyalty cards may actually suffer economically. That is where the customer needs to step up to the plate and give their loyalty to that first and subsequent businesses. And then one day we can return to the days where a loaf of bread costs exactly what it is labeled, with or without a loyalty card. It takes more than a card to earn my true loyalty.
Wish me luck!