So I ordered a bunch of trousers from EddieBauer.com (because every women’s store on the planet has a ‘petite’ section, but it’s a law of the universe that ‘tall’ is online only). Before the order arrives, I start getting e-mail about the EddieBauer.com summer sale. So I click. Most of the stuff I’ve ordered (which was already on sale) is now more on sale.
I call before even receiving the package (because the online form is broken). They cheerfully refund the price differential – about $30. And I mean cheerfully (“Honey, that’s what e-mail is for!”).
But wait — it gets better. One pair of pants fits so well, I order three more pairs. Then I receive another e-mail touting deeper discounts. Sure enough, new trousers qualify for a $50-plus credit. And because some of the stuff in the first order is now even further reduced, I get another $24 refunded…in addition to the $30 they refunded in Round One.
Over $100 refunded on merchandise I’d demonstrated I was willing to pay full price for!
I’m not only loyal now to EddieBauer.com now, I’m opening their e-mail.
But am I a profitable customer? Not yet, anyway. Jack Aaronson’s recent series of columns on loyalty programs really got me thinking about just this sort of thing.
Despite the fact that it faces growing competition from Facebook, Instagram and Snapchat, Google-owned YouTube is still one of the most popular ... read more
Amazon prides itself on being the most “customer-centric” company in the world, but according to investigative journalism non-profit ProPublica, Amazon’s algorithms are often anything but ... read more