Compared to most people around me now, and probably most of the people who read my blog, my life is not that extraordinary, in the terms of travel and moving around. I’ve been, after all, scared of planes for years, and it wasn’t until last year that I got out of the continent — in an year, though, I more than doubled the number of flights I’ve been on, with 18 last year, and more than doubled the number of countries I’ve been to, counting Luxembourg even though I only landed there and got on a bus to get back to Brussels after Alitalia screwed up.
On the other hand, compared to most of the people I know in Italy, I’ve been going around quite a bit, as I spent a considerable amount of time last year in Los Angeles, and I’ve now moved to Dublin, Ireland. And there are quite a few differences between these places and Italy. I’ve already written a bit about the differences I found during my time in the USA but this time I want to focus on something which is quite a triviality, but still is a remarkable difference between the three countries I got to know up to now. As the title suggest I’m referring to stores’ loyalty cards.
Interestingly enough, there was just this week an article on the Irish Times about the “privacy invasion” of loyalty cards.. I honestly don’t see it as big a deal as many others. Yes, they do profile your shopping habits. Yes, if you do not keep private the kind of offers they sent you, they might tell others something about you as well — the newspaper actually brought up the example of a father who discovered the pregnancy of the daughter because of the kind of coupons the supermarket was sending, based on her change of spending habits; I’m sorry but I cannot really feel bad about it. After all, absolute privacy and relevant offers are kinda at the opposite sides of a range.. and I’m usually happy enough when companies are relevant to me.
So of course stores want to know the habits of a single person, or of a single household, and for that they give you loyalty cards… but for you to use them, they have to give you something in return, don’t they? This is where the big difference on this topic appears clearly, if you look at the three countries:
- in both Italy and Ireland, you get “points” with your shopping; in the USA, instead, the card gives you immediate discounts; I’m pretty sure that this gives not-really-regular-shoppers a good reason to get the card as well: you can easily save a few dollars on a single grocery run by getting the loyalty card at the till;
- in Italy you redeem the points to get prizes – this works not so differently than with airlines after all – sometimes by adding a contribution, sometimes for free; in my experience the contribution is never worth it, so either you get something for free or just forget about it;
- in Ireland I still haven’t seen a single prize system; instead they work with coupons: you get a certain amount of points each euro you spend (usually, one point per euro), and then when you get to a certain amount of points, they get a value (usually, one cent per point), and a coupon redeemable for the value is sent you.
Of course, the “European” method (only by contrast with American, since I don’t know what other countries do), is a real loyalty scheme: you need a critical mass of points for them to be useful, which means that you’ll try to get on the same store as much as you can. This is true for airlines as well, after all. On the other hand, people who shop occasionally are less likely to request the card at all, so even if there is some kind of data to be found in their shopping trends, they will be completely ignored by this kind of scheme.
I’m honestly not sure which method I prefer, at this point I still have one or two loyalty cards from my time in Los Angeles, and I’m now collecting a number of loyalty cards here in Dublin. Some are definitely a good choice for me, like the Insomnia card (I love getting coffee at a decent place where I can spend time to read, in the weekends), others, like Dunnes, make me wonder.. the distance from the supermarket to where I’m going to live is most likely offsetting the usefulness of their coupons compared to the (otherwise quite more expensive) Spar at the corner.
At any rate, I just want to write my take on the topic, which is definitely not of interest to most of you…