Woolworths reviewing partnership with Qantas Frequent Flyer.

[drross]

Just came across this document which was sent out by Woolworths to its suppliers when launching Woolworths Rewards:

http://www.woolworthsrewards.com.au/pdf/supplier-information.pdf

It makes some rather dubious claims, but here's what caught my attention. Their so-called "extensive customer research"... you know, the research that claimed customers were crying out for the Woolworths Rewards program... was based on a survey of just 1,470 people! That's 0.016% of the 9 million members Woolworths claims to have. Hardly extensive.

The brochure also seems to confirm that the program was designed to get suppliers to pay for the rewards... a move that seems to have backfired for Woolies.

Thanks for that Mattg. weird how they can claim to have researched so extensively

 

[prozac]

...
It makes some rather dubious claims, but here's what caught my attention. Their so-called "extensive customer research"... you know, the research that claimed customers were crying out for the Woolworths Rewards program... was based on a survey of just 1,470 people! That's 0.016% of the 9 million members Woolworths claims to have. Hardly extensive.

The brochure also seems to confirm that the program was designed to get suppliers to pay for the rewards... a move that seems to have backfired for Woolies.

I wonder what happened to their Offer Matching Engine? They must have forgotten to fuel it up because it doesn't start for me.

 

[rainbowgirl]

Just came across this document which was sent out by Woolworths to its suppliers when launching Woolworths Rewards:

http://www.woolworthsrewards.com.au/pdf/supplier-information.pdf

It makes some rather dubious claims, but here's what caught my attention. Their so-called "extensive customer research"... you know, the research that claimed customers were crying out for the Woolworths Rewards program... was based on a survey of just 1,470 people! That's 0.016% of the 9 million members Woolworths claims to have. Hardly extensive.

The brochure also seems to confirm that the program was designed to get suppliers to pay for the rewards... a move that seems to have backfired for Woolies.

That's a fascinating document. Thank you for posting the link.

I was one of the 1470 people surveyed. I'm amazed I was so lucky. I thought there would be many more people than 1470 surveyed given that the loyalty program has several million members. The surveys gave the impression that there would be lots of items that earned Woolworths dollars and that we'd get to the $10 redemption quickly through regular shopping. Of course the majority of survey people said this was a system they wanted. They promised a good system but didn't deliver on the earn rate.

They also said something about targeted offers in the surveys but then waited 6 weeks until they started the targeted offer side of the program. By that time most of us were fed up with the new scheme.

I loved the discussion of targeted offers and how they are generated by the computer programs. This means that the strategies I am using to get useful offers for our family members will continue to work.

 

[rainbowgirl]

I wonder what happened to their Offer Matching Engine? They must have forgotten to fuel it up because it doesn't start for me.

I think the targeted offer system did miss some members. I've heard lots of instances where members haven't received offers or many emails even though they were subscribed to offer emails. One of our family members hasn't received any offers. I'm considering closing that account and starting a new account in the same name to see if that will trigger any offers.

 

[Mattg]

I think the targeted offer system did miss some members. I've heard lots of instances where members haven't received offers or many emails even though they were subscribed to offer emails. One of our family members hasn't received any offers. I'm considering closing that account and starting a new account in the same name to see if that will trigger any offers.

I haven't been getting any offers either. It doesn't worry me too much - as long as they continue not to send me any offers, I'll happily continue giving my business to Coles and Aldi...

 

[prozac]

I haven't been getting any offers either. It doesn't worry me too much - as long as they continue not to send me any offers, I'll happily continue giving my business to Coles and Aldi...

Same here.

 

[kevrosmith]

All surveys and statistics are based on the principle of "sampling"... my basic understanding is that proportionally, you can get the same spread of results across a sample of the general population as if you had asked the whole population. But of course, they results may be statistically biased depending on how the sample is selected and whether it proportionally represents the whole in the first place.

 

[Mattg]

All surveys and statistics are based on the principle of "sampling"... my basic understanding is that proportionally, you can get the same spread of results across a sample of the general population as if you had asked the whole population. But of course, they results may be statistically biased depending on how the sample is selected and whether it proportionally represents the whole in the first place.

That is correct. But I guess there are two reasons why this particular survey could still be flawed.

The first is to do with the sample size - 1,470 is enough to be statistically significant, but it's still not many people when one considers that there are 9 million Woolworths Rewards members.

The second, and arguably much more significant issue is the way in which the questions were asked. As rainbowgirl alluded to, it sounds to me like the survey questions were asked in a way that would get the responses Woolworths wanted.

 

[kevrosmith]

That is correct. But I guess there are two reasons why this particular survey could still be flawed.

The first is to do with the sample size - 1,470 is enough to be statistically significant, but it's still not many people when one considers that there are 9 million Woolworths Rewards members.

The second, and arguably much more significant issue is the way in which the questions were asked. As rainbowgirl alluded to, it sounds to me like the survey questions were asked in a way that would get the responses Woolworths wanted.

From the survey-writer's perspective, sounds like the perfect survey result then . But yeah, agree that the number seems pretty small compared to the total volume. Though don't TV and political surveys usually hit around the couple thousand mark as well? And they are typically meant to represent the total population (22 mill?), or total voter population (15 mill).

 

[Mr_Orange]

it sounds to me like the survey questions were asked in a way that would get the responses Woolworths wanted.

Often the case with almost any survey.

 

[exceladdict]

Often the case with almost any survey.

Isn't that the purpose of consultants or market researchers? To prove the client right, or provide someone else to blame?

 

[Mr_Orange]

Isn't that the purpose of consultants or market researchers? To prove the client right, or provide someone else to blame?

That sounds about right .

 

[RAM]

Isn't that the purpose of consultants or market researchers? To prove the client right, or provide someone else to blame?

... not biting the hand that feeds them!

Like in NSW where the accountants who the State Govt got to produce reports on the benefits of forced council mergers on each individual council just happened to have 6 weeks earlier been paid to produce a report on the same topic by one of the very same Councils.

Guess What?

The two reports reached very different conclusions.

You pays your money and...

 

[ozflier]

Forgive me if i have missed something but I thought Woolies would be offering QFF points by midyear .
Anyone heard anything yet?

 

[dede]

Forgive me if i have missed something but I thought Woolies would be offering QFF points by midyear .
Anyone heard anything yet?

I've pretty much given up on shopping at Woolies. I've received no Qantas points offers at all, just stupid Woolies Dollars offers if I spend an outrageous amount of money each week.

 

[drross]

I've pretty much given up on shopping at Woolies. I've received no Qantas points offers at all, just stupid Woolies Dollars offers if I spend an outrageous amount of money each week.

Not even getting those offers. Can't wait to see when the QFF link occurs

 

[prozac]

I've pretty much given up on shopping at Woolies. I've received no Qantas points offers at all, just stupid Woolies Dollars offers if I spend an outrageous amount of money each week.

Same outrageous offers here.
I think they have forgotten who I am...am I now to be a HYFWIA?

 

[Mattg]

I haven't even been getting any offers!

Coles and Aldi continue to receive my business......

 

[Natalie_B]

I got one offer of points, it was a choose points or dollars off. I chose the points and made the required spend. Next week I got a $ off offer, I ignored it and they have ignored me since.

 

[Mattg]

I got one offer of points, it was a choose points or dollars off. I chose the points and made the required spend. Next week I got a $ off offer, I ignored it and they have ignored me since.

Sounds to me like whoever is in charge of this joke of a program needs to go back to loyalty program 101.

If a customer chooses not to take up an offer, the correct response is to send a better one the following week, not to assume that offers in general don't work. Easy way to lose customers...