![\"\"](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2011\/11\/MarketingStrategy10.jpg\" "\\"Coupons")
<\/a>I opened my mail the other day and found some coupons sent to me by a well known department store.<\/p>\n“20% Off Your Next Purchase”<\/strong> screamed one coupon; “$20 Off Your Next Purchase”<\/strong> shouted the other.<\/p>\n “Hmmm, I do need some shoes” I thought. The hole that was burning in my pocket was quickly doused when I turned the coupon over, put on my reading glasses, dusted off my electron microscope and read the fine print.<\/p>\n 1, 2, 3, 4, 5, 6, …………………….74, 75, 76 77. Seventy seven exclusions were listed on the back of this “coupon”! Yes, I did say 77. Besides the sheer number of things I can’t buy with this coupon there’s a host of unintended consequences that these coupons cause.<\/p>\n Anyone who has ever worked in a customer service business knows that customers rarely read the \u201cfine- print”. Imagine a customer enjoying a day of shopping. He or she has walked around the store, perhaps gone to the fitting room to try some things on. They stand in line at the register and when it’s their turn to pay, the associate tells them they’re sorry, but you can’t use your coupon on this, this, this and this. Now your idea for gaining loyal customers has done nothing, but ticked them off.<\/p>\n To be effective, loyalty programs need to be simple to understand for your customers and employees.<\/p>\n I recently received the following email from Starbucks :<\/p>\n “We want to thank you for being such a great Starbucks customer. We’re so happy you’ve chosen us and are pleased that we can offer you some amazing benefits. Here’s what you’ll get:<\/p>\n \u2022 A personalized gold card.<\/p>\n \u2022 A free drink with every 15 stars you earn.<\/p>\n \u2022 We’ll add flavored syrup to your drink, or customize with soy milk, for free.<\/p>\n \u2022 Free refills on brewed coffee and tea every time you visit.<\/p>\n \u2022 A free handcrafted beverage on your birthday.”<\/p>\n Looking for the fine print? There isn’t any. This email is what a good loyalty program looks like. It’s easy to understand, makes me feel like I’m an important customer (they call me a “great customer”) and doesn’t leave me thinking \u201cwhat’s the catch”?<\/p>\n The department store’s way of “thanking” their customers, however, creates more frustration than loyalty. And who do you think is on the receiving end of the customer’s frustration? The sales associate. Picture the poor sales associate who has to continually tell their customers “I’m sorry, you can’t use your coupon on that item”.<\/p>\n What has this great idea for a loyalty program gotten you? Aggravated customers, and employees who are tired of bearing the brunt of your bad idea. As for me; I bought my new pair of shoes……………….somewhere else.<\/p>\n