Punch line: Best Buy is differentiating its membership rewards with a “surprise and delight” approach.
Sure beats cold cash discounts, right?
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Excerpted form AdAge: “Surprise! Here’s a Ticket to a Movie Premiere, on Best Buy”
Best Buy invited a handful of top shoppers and their family members to an exclusive preview of “Twilight Eclipse.”
The reward, which went to select members of Best Buy’s Reward Zone loyalty program, was part of a “surprise and delight” approach that’s becoming a mainstay in loyalty strategies.
“Surprise and delight” plays off the principle that a dollar bill is always worth more when you find it crinkled up in an old pair of pants.
At Best Buy, surprises have taken the form of movie premieres and exclusive shopping invites on Black Friday.
Edited by ARK
The Homa Files 