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!