Newest Review: ... - 10 points per £1 (usually online but it has been seen in store) Triple points (3 per £1 spent) buy xx item get 50 points (different... more
Rewarding loyalty or a hidden agenda?
Superdrug Beauty Card
Member Name: magenta23
Superdrug Beauty Card
Advantages: Generous to it's online shoppers...
Disadvantages: ...not so generous to those to make the effort to visit their stores
I used to shop in Superdrug a lot, back when their products were cheaper and I didn't have an advantage card. Now that the price gap between their biggest competitor, Boots has narrowed and the endless offers I get to tempt me into Boots, I seem to use Superdrug less and less. Maybe I'm not on my own and Superdrug have decided to do something about it. It baffles me why it has taken them quite so long to come up with a loyalty scheme when Boots Advantage Card, Nectar, Tesco Clubcard and the like seem to be such a success. Being one of the big high street names you would have thought it would be a top priority, even the coffee chains are doing it now. Anyway, finally it's here, the Superdrug Beautycard. But is this just another piece of plastic to overcrowd the nation's purses or a scheme of genuinely of benefit to the store and customer?
Ok with a review of a loyalty card, saying it's blue or green or whatever isn't helpful but hear me out as the Superdrug people must have had a successful little Apprentice style ideas meeting to come up with the design of their card. When you've got a card which calls it's a 'Beautycard,' what better than to make it double up as a wallet sized mirror? I think this is a brilliant idea, it's not just there for the sake of it as it links in so perfectly with their products etc, but it also makes the customer more likely to carry it around and less grumpy at another piece of plastic in their wallet because it useful. Granted, it's reflective silver plastic and not as effective as a proper mirror, but great as an 'emergency mirror'! Bet Superdrug's handbag mirror sales went down when they launched this card though!
When you are next in Superdrug you are bound to hear Joanna 'Stacey' Page, spewing awful lines about the card non stop over the tannoy until you give in and sign up for one. There is nothing subtle about the marketing for the new card, and I find doing you Superdrug shopping with your ipod firmly plugged in you ears is the best bet.
Pick up a leaflet instore which already has you card in it, then you can either send off the attached form or register your card online. It's good that the real card is given to you straight away, none of this cardboard temporary card nonsense you get in other places and you can use it before it's even registered.
Superdrug are really pushing their online sales, as the card gives you 10 points per £1 spend online but only 1 point per £1 spend instore. I think this is wrong to favour their online shoppers to their instore ones, and if anything the wrong way round. Surely from a business point of view they would want people to come to the stores as that's where the overheads are... shop rent, utilities, staff wages, deliveries... and if nothing else to do their bit to get people shopping on the high street which is important for our ever struggling town centres. Maybe Superdrug isn't doing well online, maybe they eventually want to go solely online, whatever the reason I don't like the huge difference in rewards and clear favour towards the online shopper. We can already get discount codes cashback etc, why discourage us from the shops even further? Maybe it wouldn't be so bad if it was double the reward, but ten times is a bit much!
These rewards put them above Boots for the online sales but I'm afraid for instore, I'll probably still use Boots most of the time which gives 4 points per £1.
So what are these points worth? Well, to put it simply, a point is a penny. You can spend these points instore and unlike Boots you can use them as part payment against a product instead of needing the entire value of it to use your points. As far as I can understand from Superdrug's somewhat vague explanation, you can only spend your point in hundreds (or £s). Interestingly, you can only spend you points instore and not online. Maybe they are trying to get us I there then but why oh why let us have the free stuff in the places costing you the most. Agreed, you may spend more. But you may just go for the free stuff.
Superdrug's Beautycard team seems to bit of a mixed bag, great card design, great that they are introducing a card at all, but I'm not sure I understand their thinking behind the collecting points/ reward system. That said, free stuff is free stuff and I'll still use it when I shop there. Will it make me loyal? Er, no.
Summary: Another loyalty card to add to my purse that won't win my loyalty
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