Getting rewards for buying gas, soda or apples - GOOD
Enrolling my credit card at Citgoblahblahblah.com, or “scan” a QR code - NOT GOOD
Then, I need to make EIGHT SEPARATE $20 purchases ($160 or more)
to earn $15 - NOT GOOD ENOUGH
When designing a retail promotion, always bring a healthy level of respect for the consumer, what they will or won’t do for a “reward”. Few people will go through all this BS - the time & effort required aren’t worth the rewards, good or otherwise. If Citgo expects any real buzz or participation they either need a much bigger carrot to get people to act (saving $50, or better yet a “free tank of gas”), or fewer hoops for consumers to jump through (registering your card is an unrealistic, multi-step process almost no one will take, not to mention all those follow up purchases).
For the record, if I bother to do anything with Citgo and my “enrolled” card they should credit me immediately, upon the transaction; check out AMEX’s approach, they partnered with 4square to do the GOOD version of this promo - http://bit.ly/toPOZz - just charge your bill, “check-in” & get $10.
Getting rewards is good, no doubt. Running poorly designed promotions is bad - for business, and your brand.
As a wise man once said, no one goes to step 2.