Getting "clubbed" out.(consumer loyalty programs)

Target Marketing, June, 1999 by Girard, Deirdre

In focus groups across the country we're hearing that people are getting "clubbed" out. They are tired of having to join clubs, earn points or carry cards to get a reward. As marketers, we're making them work too hard and cluttering up their wallets.

Loyalty programs are not going to work if consumers are deluged with the same offer over and over. In addition, a cookie-cutter approach doesn't work because a great retention program needs to uniquely meet the needs of your particular product or service and your own consumers.

This consumer club backlash means words like "enroll," "join," "earn" and "membership" need to be used with caution. Unless the reward is a free airline ticket, many clubs are just too confusing and too much trouble for...

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