Confused dot com

In the last couple of weeks, I’ve accumulated over 12 slips of paper along with my receipt at the supermarket. Each one of those is some kind of offer or voucher including:

  • Money (£7.50) off my next shop if I spend £50 or more
  • Notifying me that my shopping was 42p cheaper than at 2 other supermarkets
  • Double points on my loyalty card on my next visit
  • Money (£6) off my next shop if I spend £60 or more
  • Notifying me that my shopping was £1.94 cheaper than at 2 other supermarkets
  • 50 bonus points if I buy a certain type of milk
  • 60 bonus points if I buy hot chocolate
  • A voucher for 27p against my next shop as my shop was not cheaper than at 2 other supermarkets

Just to add to the confusion, each of them has a different expiry date.

In addition, I get vouchers for schools to buy sports equipment, so I come away with a bag full of bits of paper.

The next time I go, I generally hand over the bunch of bits of paper while the shop assistant patiently scans each one to see if they’re valid.

What’s it all about?!

This is a ruse to make us think we’re getting a good deal, but in actual fact it is all designed to make it so confusing you end up not using the vouchers because you forget to take them with you, or you don’t buy the right products at the right time.

What’s this got to do with marketing?

For me, these vouchers are irritating and confusing. If you’re going to genuinely make your customers happy, keep it simple. Offer them something they want, or something to make them smile – give away a free chocolate bar or magazine at the checkout, give a pound coin back, credit one or two items on the bill, but a bunch of confusing vouchers for the future just provides more admin to deal with and a sense of failure if you forget to use them!

What do you think? Add your comments to the facebook page www.facebook.com/janebrocklebankmarketing

What will make your customers happy? If you’re going to offer rewards, make them relevant and simple to redeem.

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