Recently there has been a big advertising campaign by EFTPOS to get people to use their cards for very small purchases. The ads specifically encourage people to use EFTPOS for amounts under $20.
Do it when you’re in front of me in the queue and see what happens.
The entire overt premise of this campaign is bullshit.
How long does it take to pay cash? About 10 seconds?
How long does it take to pay by EFTPOS? About 3 - 5 times longer.
How could this possibly be better, unless EFTPOS likes pissing people off by making them stand in queues while some selfish dickhead in front of them fucks around with a keypad instead of forking over a tenner and taking their change.
So why are EFTPOS encouraging behaviour that has to be damaging to their consumer brand?
Because the value of the data on spending patterns they collect and sell to marketers far outweighs any brand damage. That’s right. They only give a fuck about consumers to the extent they use their cards and provide EFTPOS with valuable data.
It’s the same with Flybuys. You get 1 point for every $2.50 you spend at supermarkets.
You need 2,500 points to get a $20 Flybuys gift card, which you can then spend at the supermarket or 22,500 to get a return flight from Sydney to Melbourne or Brisbane.
So, if you spend $56,250, you can get a return airfare. How long would that take? About 5 years? More?
The catch is the points expire after 3 years. So unless you spend nearly $400 every week at supermarkets and a few other places, you’ll never get your flight, unless you only want to go one way. Even then, it’s an average $200 per week spend.
At $200 per week, you’ll get a $20 gift card about once every 7 months.
What do Flybuys want?
The same thing as EFTPOS: your spending pattern data, which they sell.
So, when you see the EFTPOS ads, see THROUGH them. Don’t be a dupe AND a dickhead and waste your and other people’s time while giving shifty corporate pricks your personal data for free.
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