Campaign Direct: Shopping With Campaign - Loyalty cards/Having racked up points on her store loyalty cards for months without paying much attention, Eleanor Trickett decides it’s time to investigate their true worth

Since swapping domestic bliss for social blitz, I have barely stepped into a supermarket. I certainly haven’t used my Safeway ABC Card since I moved away from my old homestore in Balham in February, so I haven’t got a clue how many points I’ve got stashed away, nor can I remember what I can redeem them against.

Since swapping domestic bliss for social blitz, I have barely

stepped into a supermarket. I certainly haven’t used my Safeway ABC Card

since I moved away from my old homestore in Balham in February, so I

haven’t got a clue how many points I’ve got stashed away, nor can I

remember what I can redeem them against.



Hammersmith Safeway couldn’t help me but, helpfully, gave me a number to

call. The woman who answered told me I had 567 points and advised me to

pay a trip back to Balham to spend them. She couldn’t wait to tell me

everything that was up for grabs. Gurgling with pleasure, she led me

through a world of free Stellenbosch, cheap kettles, spaghetti hoops and

saucepans. ’I get the picture ...,’ I tried to say, but she replied:

’Ooh ooh ooh, don’t go yet. I have to tell you about the money off your

gas bill!’ Well, I couldn’t disappoint her, could I? A great

service.



According to the Sainsbury’s Reward Card helpline, I have 16,322

points.



Wahey! Which means 32 vouchers, which means 1,280 Air Miles. But what

does 1,280 Air Miles mean? Unfortunately, the woman handling my call

couldn’t tell me, but she gave me a pile of random phone numbers (she

doesn’t know what companies all of them are for, unfortunately).

Alternatively, she said, I could just swap my vouchers in-store and Air

Miles will send me an information pack.



I phoned one of the numbers, and it turned out to be Air Miles

itself.



An automated voice began to give me five options, so I hung up. Think

I’ll take the original advice and pop into Sainsbury’s.



I use my Boots Advantage Card regularly so am au fait with its workings

and think it great value. Mysteriously, kiosks appear to have sprung up

in the Hammersmith branch. ’Print your own money!’ they screamed at me

in fuschia pink. I inserted my card and a screen came up offering me 150

extra points if I spend pounds 250 on one transaction. I pressed the

’print coupon’ button and with a ’kerching!’, a personalised slip spewed

out.



I pressed for more offers, and variously got 40p off Vaseline Intensive

Care stuff, 75 bonus points if I buy a hot water bottle (’excludes

character’ - I don’t know if I want a characterless hot water bottle),

and loads of points if I buy Kodak camera film.



My chap got excited about the Kodak offer and was cross when he couldn’t

print off more than one. I reminded him that they were my points

anyway.



Finally, I printed off an information slip about the current

three-for-two offers, saving me from trawling the store for the little

red signs.



The Advantage Card is great value anyway, but these extra offers make it

by far the best loyalty scheme for me. Not that I’m particularly loyal -

you can only get Shu Uemura in Harvey Nicks, schweedie.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).