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Tuesday, 13 April 2010

Lovefilm - The Sequel

In a previous post, I mentioned how I’d had repeated offers from Lovefilm to come back as a customer but that I couldn’t take up their offers as they said I wasn’t eligible as I’d had an offer in the past.

Since then I’ve had another mailing and as the offer of 3 months for the price of 1 is too good to resist I thought I’d try something different.

The code they provide you can be used by yourself or given to a friend so I decided to give it to myself but just called myself Daniel instead of Dan and used a different email address and payment card.

This worked fine, so ultimately, I can’t come back as the same customer (where they would then have my information around previous history/preferences etc.,) but instead I’m tracked as a new customer albeit one with the same initial, surname and address.

This means that whoever is in charge of acquisition rather than reactivation will be happy (but not so happy when I cancel as soon as the three months are up and I show in their churn figures).

As before, the question is why send someone an offer that they are unable to take up. Following on from that, if you don’t want them taking the offer, have a few more checks in place to make sure they aren’t just using a different person (or even just different email address) to take the offer as it messes up your understanding of who your customers are.

Dan Barnett
Director of Analytics
blog@analysismarketing.com

LinkedIn: http://www.linkedin.com/in/danjbarnett

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