Re: Store cards -- Small Businesses Discussion Forum

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Subject: Re: Store cards

Author:
Dennis S. Vogel

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Date Posted: 16:06:59 02/17/05 Thu
In reply to: Natalie 's message, "Store cards" on 07:39:14 02/16/05 Wed

Hi Natalie,
Thank you for asking your questions here.
I'm working on a more comprehensive answer. If it seems applicable, I'll post it below this entry.
First- It depends what you mean by store cards. Store credit cards have been shown to entice people to buy from the store issuing the cards. If somebody needs or wants something like an appliance, but s/he doesn't have enough money to buy it, that influences which store s/he will buy from.
In other words, if I needed a refrigerator on a hot summer day but no cash to buy one, I'd probably want to use credit. Since I had a Montgomery Ward credit card, I had available credit but only at Montgomery Ward. So I wouldn't go to Sears.
It won't save a company from bankruptcy though. When I worked for Montgomery Ward in the USA, we were pushed to get people to sign up for Montgomery Ward credit cards. These cards could be used in the stores or for catalog orders.
It was during a recession & people were hesitant to take on more debt. Plus, from my viewpoint, Montgomery Ward didn't have much selection. So, there wasn't much to buy whether with cash or credit. True, Montgomery Ward had various product lines, but it wasn't differentiated effectively. Other than having signs & labels with "Montgomery Ward" printed on them, a person wouldn't know of s/he was in a Sears, J.C. Penney or Montgomery Ward store. There wasn't much motivation to go one store instead of another.
There was poor directive behaviour. To direct behaviour, it's best to use a reward/benefit for behaving in a certain way. If it apparently doesn't matter whether I shop in Sears, Penney or Ward stores, then the companies are giving me reasons to prefer one over the others.
More stores were closed & the low morale was maintained. Now Montgomery Ward doesn't exist.
Second - store cards could be the discount cards with bar codes. These can be used instead of coupons to get the low advertised prices.
Some won't use them because of "privacy issues." They don't want anybody to be able to check what they buy. It seems some think others have nothing better to do than check people's transactions.
Using these cards is more convenient than carrying & redeeming coupons. But some think using coupons implies poverty. Maybe they'd be more apt to use these cards.
Third- store cards could mean little signs on shelves or on shopping carts. With the right sales copy, these can help people make buying decisions.
I checked my psychology & sociology text books for an academic definition of directive behaviour. I'm surprised I didn't find it.
If I recall correctly, directive behaviour is mainly external & used to influence what people or animals do & don't do. The motivation is to avoid punishment & disapproval. If the goal is achieved, people & animals govern themselves through self-discipline. Then directive behaviour becomes internal. The lower-level motivation is to avoid punishment & disapproval. The higher-level motivation is to gain or retain approval & self-esteem.

Dennis S. Vogel
thrivingbusiness@email.com
Marketing strategies and tactics are long-term issues, but you shouldn't have to wait long for sales. Please click here for free information.
http://web1.lakefield.net/~thrivingbusiness/
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Replies:

Subject	Author	Date
The Definition of Directive Behaviour	Dennis S. Vogel	15:13:42 04/27/05 Wed