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Oct 03, 12 | 12:07 am
By Clinton Farley
A number of years ago, I recall my father telling me about an experience he had when the local supermarket, part of a large New Zealand chain commenced a loyalty programme, around the time loyalty programmes first came into the New Zealand market. He had finished the weekly shop, arrived at the checkout counter; all groceries bagged and was asked if he had a loyalty card. He queried why he needed a loyalty card and was informed that if he was part of the loyalty programme he would receive a discount on some of the goods purchased. He ended up leaving the groceries at the counter, walking out of the supermarket in disgust, adamant that all customers should pay the same price and concerned that supermarkets were beginning to monitor his consumer purchasing patterns.
These days we are used to such programmes, they have become a part of everyday life from coffee shops to airline miles and hotel loyalty memberships... to name a few.
Firstly, what is loyalty?