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Brand Loyalty Memberships
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Audio : Listen
Most ladies will know that if you buy enough of a particular brand of cosmetics/skincare products, you will be eligible for membership to its 'exclusive' members only club, or Loyalty Memberships.
These 'clubs' usually give free gifts to customers who have accumulated a certain amount of purchases, or allows members to buy products at discounted prices. The free gifts can vary from handbags to skincare products, to cosmetics and vouchers. Pretty attractive, if you asked any lady.
So, what's my problem point? Well, the membership (like any other memberships) need to be renewed upon expiry. To do so, you will be required to make enough purchases during a membership period. This is fine, except that for certain companies, they require you to make purchases at the counters/outlets where you first applied for membership.
That is to say, if I got my membership at Tangs Shopping Centre, I will have to return to the counter there to make future purchases in order for my purchase points to be recorded to my membership account. Making purchases at another (Takashimaya, for example) shopping centre or outlet will not add to my points!
There may be some administrative reason behind this but to me, it is ridiculous for the customer!
Imagine this.
You are shopping in Jurong Point and a promoter comes up to you introducing a new moisturizer from your favourite brand. You like it very much. You are a member of the loyalty club. You want to earn points. So you buy the product to earn points...WAIT!!!
WAIT, WAIT, WAIT!!!
You can't buy from the promoter! No no!!! You will have to go from Jurong Point down to Orchard to buy that bottle of moisturizer!!! Why??? Simply because your 'home' counter is there in Takashimaya!!! Remember? You applied for membership and got it approved from there? Remember?!?!?
HAHAHAHAH!
Now that sounded stupid right? Go think about it!
(Maybe I am just a selfish and ignorant snob of a typical customer. Just maybe.)
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moe at 2/16/2006 05:00:00 PM
