Here's an interesting (and easily implementable) twist to a typical online survey. Add a certificate number to each raffle coupon and only make it available after a purchase is made (or at least place these next to the cash register). The idea of coupon on receipts is not new so adding the daily instant prize adds a bit of a twist that is simple yet an effective method of gathering immediate purchase and hopefully generating increased loyalty.
What I see lacking though with the coupon itself that I pulled from the Second Cup shop that I was in this morning was the website to locate the listing of who won, the standard "who are ineligible to this raffle" listing and the ever present "no purchase necessary" legalese. The latter may mean that stores can refuse raffle coupons if there is no purchase but that will disengage a potential loyal customer, so adding the line is something I would suggest.
In the States, adding these additional lines becomes part of the practice of transparency. If one does not know who won, how can they tell if the survey is really true or not? If one cannot locate the ineligibility line, how could they tell the store personnel that it is unethical for them to participate?
This survey is still a good idea but maybe with a bit of tweaking. In the meantime, I'm enjoying my zero fat drink while completing this "less than 10 minutes to complete" survey that has taken me 15 minutes (maybe because I'm blogging concurrently).
TAGS: Second Cup, Survey
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