A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

Best Buy has what appears to be a rather successful customer loyalty program in their Reward Zone as it has been in existence for several years now. However, their latest promotion falls down on two key fundamentals, and they are big ones.

Fundamental breakdown number one: The oversized postcard mailing I received (offering me 100 bonus points) directed me to go to MyRewardZone.com so that's what I entered in my browser window. What I came to was a set of Google search results, not even a web page. The first search result (paid listing) was indeed a site named MyRewardZone.com. Upon clicking to it, I discovered it had nothing to do with Best Buy or its Reward Zone. In fact, each time you clicked to it, you were delivered a different offer from a different marketer. Frustration sets in for Joe or Josephine consumer. Why take your customer to search results?

Fundamental breakdown number two: I began clicking to the next several links, which were Best Buy links. The first two did not contain references to the Reward Zone offer on my postcard. The third finally did but it was the size of an oversized postage stamp. The fourth listing, unfortunately, was a web site containing customer complaints about Reward Zone. AAARGH!

I say, "Where's the targeted landing page, Einstein?" That solves everything!