We are those people
by Hadley Larsen
About two weeks ago my coworker Karyn and I were in the office together and we decided we were thirsty. Luckily Schlotzsky’s is right down the street with great ice and numerous drinks to choose from making it a popular afternoon activity.
When we arrived for our soda, Karyn whipped out her Schlotzsky’s loyalty program on her iPhone app curious to see if they had any “deals for the day”. As it turns out there was a sandwich special that was available for discount through their loyalty program. Karyn was excited as she didn’t even realize she was hungry! At checkout, she discovered she was about a dollar shy of getting her official “Schlotzyk’s stamp” in her app. (BTW, this is cleverly designed as a sandwich with a bite taken out with each stamp which ultimately delights Karyn). Instead of settling for her soda (and sandwich) which would leave her “biteless”, Karyn ended up spending an extra $4.00 to buy cinnamon roll which she was rewarded for with a bite in her app!
I laughed and brought this to her attention that “we are those people”. The people who give into spending more money to get the satisfaction of a reward at the end of the purchase you didn’t even know you wanted. If you don’t think people give into loyalty programs… You are wrong. We are those people.