How (not) to Inspire Customer Loyalty

When I first arrived in the DAFW area, I quickly learned which grocery stores featured “discount card” systems (Kroger and Tom Thumb) and which don’t.  You know the ones–where customers are expected to carry a little card around with them that qualifies them for certain lower prices.  Those who don’t carry the cards end up paying significantly higher prices.  I suppose the cards are intended to induce customery loyalty.  And so they do.  I’m very loyal to the stores that don’t have them.


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