Consuming passions in a loyalty world
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Can I just put the consumer side of the supermarket loyalty debate?
I spend well over 100 per week in supermarkets. I live equidistant from Safeway, Sainsbury’s and Tesco, and I have an ABC card, a Reward Card and a Clubcard.
I’m confused. Where should I go? I don’t think it can be a good idea to share my custom, but so far no one has offered me an incentive to prefer one over the other. No one has said if you spend over 100, we’ll give you double points or extra coupons; no one has offered me a gold card; no one has thought to single me out at the checkout.
I’m actually a bit miffed about this because I know that I am a very lucrative customer. Unless somebody does something soon, I might just have to give up brooding, and go to the one which has the best food and widest choice at an acceptable price.
Katrina Michel
Ogilvy & Mather
London E1
