Difference in opinion
I was privy to an amusing argument a couple of days ago. Somehow, a benign work conversation turned to the Kroger Plus Card, which gives you 10¢ off each gallon of gas at their pumps. The argument was about the Kroger pumps' new touch screens: apparently they force you to say whether you want to the dime discount or not. Matt and Jeff had very different opinions on this screen-- here are how each of them read the exact same scenario.
MATT
I use my Kroger card every time I buy gas. The reward is 10¢ off every gallon. Lately, the pump asks me a special question, “Do you want to take advantage of the 10¢ off?” I don’t know why that silly pump feels it is necessary to ask me that question but my response is always, “Heck yeah, I want to save $$$-- do you see the gas-sucking car I drive?”
I press the button and feel good. My Kroger gives me a choice, as ridiculous as it seems, and I appreciate the opportunity to validate. I can’t think of a valid reason why I would do otherwise but thank you Kroger for reminding me in a subtle way that you are doing something nice for me. I will continue to reward you with my business.
JEFF
Okay, I’m going to go out on the limb here and completely disagree with my boss. Matt could not be more wrong. I, too, use my Kroger loyalty card every time I buy gas. However, when I saw the new screen that asks if I really want to get my 10¢discount, it makes me mad.
I drive across town to find a Kroger that sells gas, I pull out my key fob and scan it, and then they ask, “Really, you want your discount?” I think that’s a terrible idea. They are hoping people in a hurry will not notice what the screen says and will just cancel that screen and accidentally pay full price.
If I didn’t want the discount, I wouldn’t have gone through all that trouble. My brand impression is, “I have to be on my game or Kroger will take my money.” They are giving me caveat emptor when what I really want is an authentic, respectful relationship with the brand.
So which is it? Is Kroger trying to pull a fast one on their loyal customers, or are they simply keeping you conscious of an end benefit?
P.S. Happy 300th WonderBlog post!
9 Comments:
I have to agree that it's silly to ask, though I don't see how it's any different when you make a purchase in a Kroger store. You just want to save money and want it to happen automatically when your loyalty card is swiped. But the cashier will always remind you how much money you saved and it is also printed there on the receipt.
Maybe the gas pump message would be more effective if it told you how much you saved after you pay, rather than prompt you before?
November 24, 2008
All members of my family with cars have a copy of our Kroger Plus card, and you can only get the 10 cents off once you've racked up $100 in groceries. If I go and add a quarter gallon to my car and a couple of days later my mom needs to fill the van up (which has a much bigger tank), she doesn't get the discount.
Maybe the message is so that you can stop by and grab a couple of gallons when the price is low but you'd rather save your discount for the next time you fill up (and would save more). I think that makes sense, even if it adds what seems like an unnecessary step for most customers.
November 24, 2008
The first time I got that message I thought "As opposed to what? Are they offering me something other than the ten cents off gas?" I had to read the message several time over, because like Jeff I thought they'd be assumptive about my wanting the discount and then when they weren't I get suspicious -- "what are they trying to pull" I think. It's nice that Matt is not as jaded and cynical as the rest of us.
November 24, 2008
I would have to say it seems kind of shady that they are now asking whether you want to save 10 cents. I think if you had the option to save 10 cents or do something else, I might understand it more. For example, save 10 cents or do donate it. That's my two cents and yes, I would like to keep it for now. Unless I can use it for something else...
November 25, 2008
I think Luckeyfrog has it nailed. This is in response to families with one card, and multiple cars, need to have more say over who gets the discount. It forces someone to stop and think if the discount could be better applied to a different vehicle.
November 25, 2008
i'm gonna go out on a limb and agree with jeff. i think it's just an extra step that some folks in a hurry might not pick up on and thus pay full price.
i think that luckyfrog has an interesting idea, but [and i could be wrong] i have yet to not get the discount after my wife has filled up her tank. we'll use it two or three times in a row and still get the discount.
November 25, 2008
I asked the attendant what my options were because it seemed so odd. Here are the two options she said that customers have: save 10¢, don't save 10¢. I went with saving.
November 25, 2008
Let me take a different approach: Kroger sucks and their prices on everything are really high!! I make it a point to not shop there because I can go just about anywhere else and get the same items cheaper: Biggs (Supervalu), Save-A-Lot (also Supervalu), Aldi, Wal-Mart, Meijer...
December 04, 2008
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December 04, 2008
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