As part of a store’s marketing strategy, they would give out shopping cards that entitle the bearer to certain perks from the store — discounts, freebies or rebates — all in the effort of customer retention and, of course, bankable sales. However, I can’t help but wonder just how many stores go this route and achieve their goals. Following that line of thought, there are several points I’d like to raise.

First, I’ve observed that they’ve made it not all that impossible to get but somehow it seems a bit impractical to. This is esp since some actually do sell these cards. I mean, if they’re offering you to get one at a particular price, that constitutes as selling the darn thing, right? It gives off this impression that the customer is paying for the cost which the company should’ve shouldered. I should think that since they’ve already made money off of them, the least that they can do is offer it after x amount of purchase. AND make that amount reasonable. I actually remember years ago that I had desperately wanted to get one from Sari-Sari Store but never really gotten around to doing it. I’ve forgotten how the whole thing went but I reckon I just found the process too tedious to follow through.

Next, looking at the perks involved, I can’t help but question its value. This will depend on how it was procured perhaps. If I got a card for free then enjoying a 10% to 15% discount, throw in a few freebies then I guess there’s no harm in having one of these shopping cards. I’ll definitely accommodate them (hello! I actually got The Ramp Couture Club Card for free recently!), hell, I don’t have a problem using them! Discounts are discounts. But if I have to pay for it just to enjoy the perks then I think I’ll have to pass.

Another is the fact that there are a lot of different alternatives on where to shop these days, i.e. tiangge, online stores, ukay-ukay. Places where you can actually get stuff at such low prices that you’d forget the allure of getting discounted stuff from such stores who offer shopping cards.

With all these things present, I just have to ask the question. There is a positive side in getting shopping cards but it doesn’t really create an urgency in me. It wasn’t like that time when everyone was clamoring to get one of those Ayala Malls Privilege Cards. I really think times have changed. Shoppers have evolved. Do shopping cards still play a major role today? I’m not entirely certain. Then again, there’s this thing about the recession. A shopping card is a frugalista’s best mate. It all depends on which income bracket you fall under, though. If your intention is to be frugal, shopping in a store that offers these things should fall at the very bottom of your to-do list. Go hit the local tiangge or better yet, go ukay-ukay shopping!

Now that I’ve said my piece, I’m opening the floor to your thoughts on the matter. Do you think shopping cards are still relevant today?

Photo © 2009 Sasha Manuel