In 2016, I published a blog post about the number of loyalty cards I was carrying and the challenge in keeping track of all of them. There had to be an easier way.
I still maintain that with impeccable client service and reasonable prices, we could probably skip loyalty programs.
But marketing wizards seem to have tapped into our basic human need to belong, and have turned clubs and memberships into an art form that seems to fill a void. Sometimes the exclusive rewards and personal offers are so well thought out that we overlook the consumer information that we have volunteered about ourselves to get to those benefits.
Shortly after that post appeared, I figured I had nothing to lose in trying to keep track of all of them with the smart phone apps that they were offering.
Initially, the issue I encountered was that my antiquity of a phone was sometimes too slow to produce the apps as soon as I needed them. To proceed with the experiment, I had to wait until my phone was retired and replaced.
When I bought a new phone, I jumped on the bandwagon in a big way and signed up for all of the apps to replace the imposing stack of loyalty cards I had accumulated.
My next task was to learn how to juggle products like a circus performer, while waiting in line to check out. I wanted to avoid the huffing, puffing and sighing from the shoppers behind me, as we all waited for an app to launch.
I became pretty good at holding different products under my armpits, between my legs, or in my teeth while needing both hands to swipe my way to the right app at the right time. I’m sure that there is some funny security footage out there to attest to my newly found skills. Continue reading
It's the Journey 
When Did Everything Become an “Experience”?
Just the same, as much as I bow to the wisdom of the marketing masters, I really don’t understand when or why everything suddenly became an “experience”.
Picking up something at the store has become a retail experience. Getting a bite to eat has become a dining experience. Music is now a listening experience and movies are now a viewing experience.
Did everything have to become an experience?
I was amused when I recently visited an establishment and noticed a poster prompting readers to tell management about their experience. The odd thing is that it was posted in the men’s washroom.
What would I have written back? Do they really want a description of my bathroom experience? (Careful what you wish for! Creative types with a sneaky sense of humour might actually take you up on the offer.)
“My approach to the urinal was a pleasant one as the aroma of disinfectant pucks filled my sinuses with a gentle, welcoming blend of lavender and chlorine.
The automatic flushing mechanism was very effective in bathing the urinal in a fresh cascade of water, reminiscent of a serene waterfall, a perfectly choreographed three seconds after I stepped away. I couldn’t have cued it better if I had flushed it myself. Continue reading →
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