Store cards are either a blessing or a curse. In closing the holiday season, I’m sure everyone feels one way or another.
Recent Lowe’s advertising pushes new benefits for their MyLowe’s card – no receipts needed for returns and tracking your purchase history. A customer no longer has to remember the paint color they bought six months ago, MyLowe’s will remember instead. The message points to making life easier. It’s smart, but I think it could better.
I understand that using a store card automatically creates a purchase history, however, reminding me of that communicates I am actively participating in “Big Brother.” Making my purchases searchable may help me, but it also makes me feel like I’m being watched … the card remembers everything. Maybe I’m just a private person, but tweaking the words to empower the customer with the technology instead of empowering MyLowe’s makes a big difference. I would stress that the customer can remember, not the card.
Current tagline: “We scan. MyLowe’s remembers. Your life gets easier.”
Tweaked tagline: “We scan. You remember. MyLowe’s makes life easier.”
Is it just me?