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Posted by: Orpheus at July 20, 2005, 10:59 pm

Topic: How many bonus whores do you think are out there? And... Forum: Bonus Whores

Let's say that's an accurate figure. That's *not* good news.

Imagine you run a company that depends on market share. There are lots of service or internet companies, for example, where the size of the membership is a big selling point.

Now imagine that a big fraction of the industry's customers actively use promotions --coupons, rebates, $1 burger days, whatever. You may only break even, or even lose some money on the propotions, but you don't dare ditch them: enough patrons may go elsewhere that your market share drops, your competition catches up, or your hopes for turning your startup into a self-sustaining venture begin to slip away.

Now imagine that only 1% of your customers actively use the promotions. The rest may take advantage of them if they see the iign, but they won't go to your competition if they don't. They won't walk all the way down the street for an Artery Burger, when they could have a Coronary Clusterfsck right here Not on a limited lunch break. What do you do? You deep-six the promotions or discourage patrons who make serious use for them. You start tacking stupid conditions on those frequent buyers cards that hardly ever fills anyway It's a tiny fraction of your business--hardly worth the effort, unless you're balanced on the cusp as far as your market share or business plan is concerned.

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