A Wren Says

With most loyalty programs, customers are rewarded for how much they spend. Selfridges will do that, just like everyone else, but they will go one more. With they Unlocked program, loyal customers will be awarded keys not just for how much they buy but how often they visit British department store. Shoppers will scan their accounts at checkout, but there will also be locations throughout where they scan and earn as well. That means they get rewarded for being in store. Just going to the movies, eating at a restaurant, getting your hair done, and potentially just getting close enough to scan the code will earn you higher levels of loyalty

Now the U.S. department store set-up is different, so this might not quite work. Some department stores have restaurants, but most don’t have options for customers beyond shopping the floor. However, I would be interested in what that might mean for loyalty programs overall.

It might seem counter to all the anti-millenial rhetoric: You get points for just showing up. It’s not just about how much money you spend but how often you come in.  But if you think about it, just showing up means that you walk through the doors and increase the likelihood of making a purchase. Every time you come in, you’re more likely to buy. I mean, if  I were at the mall already, a program like that would get me to take peak inside, even if I had no original intention to buy anything. And getting customers in the door is half the battle.

But what do you think? How would a loyalty program that rewarded you for time spent in store change your behavior?