Facebook Credits as Loyalty Rewards from Plink - If You Dare

I guess it should be expected that as the world awaits the highly publicised Facebook IPO that Facebook-related articles would crop up like weeds.  Well, here's another one...

On the heels of my post the other day on the essential use of a social login for loyalty programs, due to consumer fatigue in having to complete yet another profile on a new site.  The study by Marketing Sherpa suggested that consumers would much rather use their Facebook login as credentials for a new account.  I wrote it because I've seen how upcoming systems are going to work, but one recent announcements around using Facebook as a platform to deliver loyalty rewards caught my attention.  

You may have not seen the announcement for Plink.com, which offers consumers the ability to "Earn Facebook Credits For Dining and Shopping Offline".  It really caught my eye because I think consumers will seek out Facebook credits as a loyalty reward as they become more available.  As I write this, we're on the path to the Facebook IPO, which means that all things Facebook are at least interesting and my interests have me on the lookout for consumer-facing systems that connects marketers with users - via Facebook or any other social platform.  With what I read, I loved the idea.  So off I went to opened an account, or at least I started to.  

I clicked the connect with Facebook button and approved the connection, but then it asked for my credit card number.  Hmm.... I was not buying anything, but they ask for the info so they can connect with your credit card account directly and you give them permission to scan all your transactions from now going forward to monitor ALL my transactions looking for activity with participating merchants to dole out a reward for my purchase with them.  

Maybe it's just me, but I've been involved in projects that put me in touch with the credit card industry and learned that regular retailers are still struggling to comply with more and more credit card privacy laws, implementing using security technology that shields the actual credit card # while supporting the transaction and here's a start-up that wants unlimited access to credit card account details.

I backed out of the sign-up process and decided that this idea was just not ready yet - they are close, but not close enough even in the face of the pending Facebook IPO.

A Facebook Credit as a reward would be cool, but it needs to be reliant on my Facebook account and probably a link to my loyalty program particular to the retailer - but not my credit card that I use everywhere.  I cannot envision granting ANYone access to all my credit card transaction history ever without a court order - even for those ultra-valuable Facebook Credits they're promising at their 6 national participating merchants.  

To their credit, they did send me an email promising 25 Facebook Credits if I came back and completed the enrollment process, so someone thought about the enrollment abandonment issue already.  My suggestion to Plink is that they need to go back to the drawing board on this one and find a different  way of discerning my purchase behavior with their participating merchants because this tactic is a non-starter for me.  

I recognize it might be me though and my personal preference for credit card transaction privacy might be different than the average consumer - is this a tactic you think will survive?  

Anxious to hear your thoughts in the comments below.

Views: 79

Tags: #Fail, Plink, ROI, facebook, groves, loyalty, marketing, programs, restaurants, rewards, More…steven

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh

Comment by Steven Groves on April 2, 2012 at 7:44am

Update on this story - Plink announced 633K adopters of the program; is this a success? 

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

GrubHub: Hotel guests rely more on local restaurants

Online orders from hotel guests jumped 125% over the past three years, as travelers cut spending on room service and opted fo -More

GHIRARDELLI® — Premium, Indulgent, Versatile
81% of consumers prefer to order products Made With Ghirardelli ingredients and 72% will pay more for them. For samples, recipes or to consult with one of our chocolate experts visit www.ghirardelli.com/foodservice.

Tweet this: What did your #FirstJob teach you?

Team work, multitasking and customer service are among the lessons restaurant employees learn early on.  -More

Many contenders are seeking to become a breakfast champion

Yum Brands, Burger King and others see big potential for growth and profit in breakfast as consumers move away from cereal, b -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $50 posting packages to syndicate across all major jobs boards.

National News

National Restaurant Association Applauds Workforce Innovation and Opportunity Act

Today the National Restaurant Association (NRA) praised federal leaders’ commitment to workforce training programs through the Workforce Innovation and Opportunity Act. NRA’s Executive Vice President of Policy and Government Affairs, Scott DeFife, issued the following statement of support:

Restaurant Trends - Growing And Emerging Concepts - Change and Activity July 22, 2014

Update from Restaurantchains.net on growing and emerging restaurant concepts

Tropical Smoothie Café Commits $20 Million for Franchisee Financing

Tropical Smoothie Café, with the backing of private equity firm BIP Capital, has launched a financing program to help existing franchisees open additional restaurants nationwide by providing up to $20 million in loans.

Domino's Pizza Announces Second Quarter 2014 Financial Results

Domino's Pizza, Inc. (NYSE: DPZ) announced results for the second quarter of 2014, comprised of strong growth in both same store sales and global store counts, which resulted in 17.5% EPS growth, or 67 cents per share.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Ze Frank: Are you human? - Ze Frank (2014)

Have you ever wondered: Am I a human being? Ze Frank suggests a series of simple questions that will determine this. Please relax and follow the prompts. Let's begin …

TED: Heather Barnett: What humans can learn from semi-intelligent slime - Heather Barnett (2014)

Inspired by biological design and self-organizing systems, artist Heather Barnett co-creates with physarum polycephalum, a eukaryotic microorganism that lives in cool, moist areas. What can people learn from the semi-intelligent slime mold? Watch this talk to find out.

TED: Shih Chieh Huang: Sculptures that’d be at home in the deep sea - Shih Chieh Huang (2014)

When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service