Had an interesting discussion with my friend about that matter. He told me, that it's unfair if a store gives either freebies or discounts to someone, who has bought lots of stuff and does not give the same benefit to someone who has bought only little.

He gave games as an example, telling that not all have the money to buy 300 games, but yet they should be allowed to have the same benefits that those who have.. He told me that giving the same freebies or even more, encourages the customer to buy more. He also said that it's pretty useless to "reward" long-term customers, as they will buy your stuff anyway.

So,uhm, what do you think?

Isn't the point of loyalty schemes is to reward loyal customers (aka those who buy a lot from your store?)?

If person has money to "waste" a lot of money in games, that shouldn't be rewarded with free games. =P

Same benefits for all. I like gamersgates blue coin system, they sometimes are even useful.
But who would complain about getting free stuff, even though they could easily afford it.

Who likes poor customers? =)

If someplace gives you a good deal, you will probably use it another time of course.

If the store wants to do that it is within their right. Does it suck if you don't buy as much there? yes. However like anything else, people that have more wealth will be able to afford to buy more expensive items or more quantity. Getting long term customers to stick with you helps keep your business going as you can depend on their revenue.

Most deals I see give stuff to new customers to attract them in while ignoring long time ones. Like around here, my mom still reads the local newspaper. They had a promo for new customers to get it for 6 months for the price of about 2 and 1/2. They said since she was a current customer she couldn't get it, so I signed up for it in my name and she canceled her subscription.

Edit: For a reference to online. I've seen other places say they sign up for new accounts at places like Newegg and let the account just sit. Every so often they get promos to the account for like $10 off a purchase and place the next order through it.

I think there's a point to reward both new and established customers.

Rewarding the repeat customers lets them know that their custom is appreciated, and gives an incentive that if they keep buying, they may get similar treatment at the next landmark.

With new customers they need a reason to be part of your service. Once you have a customer, you can then use the established customer rule.

At least, that's how my mind perceives customer loyalty. I think the blue coin system is great. It benefits both customers and the company itself. The coin give out is the right balance, so that people only get free games after they have "earned" it.

anyone who buys and plays football mmo should be banned from all stores asap :P

Yea the GG blue coin system is pretty nice. I have only bought one or two small titles on there, but it's a very nice concept to encourage purchases and reward customers at the same time.

He's wrong (at least for certain markets). As a certain online store found when they screwed over a bunch of customers. If a store isn't pricing their products competitively and not offering an incentive to purchase from them at the same time, then there's no reason to stay loyal to them.

As for the notion that not everyone can afford 300 games, again, I say he's wrong. Depending on the store, the level of discounts they run through out the year, and the amount of time you're willing to make purchases in order to get that top loyalty bonus; anyone can do it. It may take some only a week or two, and others several years; but everyone can do it if they shop wisely. Sounds like he's a little impatient to me - there's a reason these customers are "long-term" after all =).

As you said, the OP's friend is ignorant. It's up to the store, it will help some business models far more than others (even would hurt some) but as a premise it's by no means an automatic failure.

store.steampowered.com/app/219870/

Yep, surprisingly, one actually exists. Actually, even more surprising is that one based off of Inazuma 11 doesn't exist.

I think that there is a better way to reward all customers. I think that GOG has nailed it with low price points and great sales. This rewards both the loyal customers who know that they can get great games for low prices consistently and also brings in new customers. Why does there have to be any reward programs? If the sales model is done properly, everyone will win.

GoG has amazing customer service... that alone makes me come back, the contests are great but there service and commitment to their fans are what keep me...

They do? The majority of times I contacted their support, I never got a single reply. I think they've only successfully resolved two issues I've had. I don't buy that much from here anymore as a result. Kept buying too many games that had issues with them running.

To put some figures to this, I have 108 games on GOG. Only 18 of those were obtained in 2012. 6 of those were free (free games + games from filling in surveys/running speed tests), and 3 of those were gifts.

In comparison, I made 49 distinct purchases for myself and 10 gift purchases for others in 2012 on another EU based store (some of those purchases consisting of multiple titles). Purchases made as, at the time, they offered a good perk for purchasing. Since removing that perk, I have purchased zero titles from them.

In reality there's no such thing as free. All reebies are paid, be them in the from of service payments of just inlated prizes. Bottom line is, that every free item, that is shipped through stores doors is already paid.