Just got back from Dunkin’ with my semi-daily Iced Americano with oat milk. Made sure to get the phone out for my rewards! Not sure yet how much I’m actually being rewarded or how much I care.
I currently have rewards apps or rewards cards for several eating establishments I frequent: Panda Express (I promise I only go there once a week), Dunkin’ Donuts (I know it’s a world chain, but I have to admit they have the best Cold Brew and Iced Americanos), as well as two local Chicago establishments: Vaca, a vegan ice cream/coffee spot near my home, and a wonderful pho restaurant called Phodega.
Anyway, I’m debating whether these apps persuaded me to go more frequently, buy more stuff, or even just like them a little more.
I think the rewards programs may have increased my affinity for these places slightly—but just a tiny bit. Have they created new loyalty in me that would make me choose them over others?
I feel Robert Cialdini’s reciprocity principle of persuasion at play (I love that guy!). Scientific studies have demonstrated repeatedly that when customers are given free things, sales will go up.
Or, maybe it’s a recognition thing. Maybe one of the pulls is the rewards make me feel like I’m being VALUED as a good customer. I think that brings me back.
Nonetheless, I think likely I would go to these same places anyway with the same frequency, regardless of the rewards. I genuinely like the food, and the people are almost always warm and friendly. Panda Express and Dunkin’? I actually have to remind myself to use the apps. And their rewards seem a little difficult to achieve.
The two private places—those rewards are attainable, and they might actually make me like them a tad more. Ten coffee drinks or 10 bowls of Pho to get a free one really does seem substantial. Also, I have to carry around the cardboard rewards cards in my wallet, which might make me think about them more.
I wonder if Graff-Pinkert’s Wickman spare parts business were to have a frequency rewards program if it would make people buy more parts. Maybe. I don’t know how we could set up a rewards program for the used machines we sell. Any ideas?
I do think in terms of my credit card rewards and airline points, the points do make me want to use the product because the rewards seem really significant.
Question: Do you feel that frequency discounts/rewards make you buy or spend more? Do they make you recommend a place or like a place more?
