The No-Advantage AdvantEdge Card at Price Chopper

I consider myself a savvy consumer who appreciates companies who understand and cater to me as a consumer. I appreciate exceptional customer service whether in helping find the right product or helping resolve an issue with a bad product.
As I work in the marketing field, I also understand how businesses try to better market and sell their products through programs and campaigns. I also know that a tremendous amount of information is collected on each buyer with every transaction. That’s why I’m baffled and frustrated with the Price Chopper AdvantEdge Card.
For those not familiar with the card, it allows AdvantEdge card holders to save on certain products that are labeled with “AdvantEdge Savings”. So a card member pays less on certain items than a non-card member. In addition, a card member also accumulates points which qualifies them to receive freebies. This is where my issue comes in.
I’ve spent many thousands of dollars at Price Chopper as I think they carry a wide fresh selection of vegetables and have a nice stock of fresh meats. So while I’ve spent thousands of dollars at their store, my “reward” after using the AdvantEdge Card is a free greeting card. That’s right, thousands of dollars in food purchases and you get a free greeeting card. I can hardly contain my excitement.
My annoyance with this is two fold. First, I think it’s disingenuous as it strikes me as trying to pass off a freebie with a value of $2.99 that really is worth maybe 49 cents in terms of the cost to Price Chopper. Second, I never, ever buy greeting cards from Price Chopper. I buy food. So the offer is not only meaningless but worthless to me.
If Price Chopper wanted to make me a happy AdvantEdge card holder, why don’t they look at what I tend to buy or just bought and give me a savings on items I care about. I’d rather take the 49 cent savings on stuff I care about: fresh clams, fresh spinach, pomegranates , or whatever the items are that make me unique. If you collect and gather all this information when I use the card, why not use it to thrill me as a consumer versus annoying me?
It’s marketing and business 101 that the businesses who can crunch data on their customers get unique insights into their customers so they can make them relevant and attractive offers that bring their customers back. I find the card so annoying that I sometimes will not go back just for the hassle especially since I lost my card so every time I have to present my drivers license. And no, I’m not going to queue in a service line for 15 minutes to figure this out.
Finally the savings on the AdvantEdge items sometimes appear overstated as the original price is markedly higher than other local markets while the AdvantEdge price sometimes is close to the competitive price. Again this can vary as sometimes the savings are in fact sigfnificant so I do not want to paint with an overly broad brush. But again it diminishes the value of the card and the relationship when you see this work against you.
The lesson from this is that consumers are increasingly savvy and marketing and sales approaches need to be savvier than their customers. Don’t offer greeting cards to a guy who loves pomegranate .

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8 Responses

  1. nick says:

    Businesses do not care about pleasing everyone, they worry about the majority of people. If you do not want the greeting cards there, it doesn’t mean others don’t. Other card holders might like free greeting cards or other things that you find annoying. Like you said in the beginning, “It allows AdvantEdge card holders to save on certain products that are labeled with “AdvantEdge Savings”. So a card member pays less on certain items than a non-card member. In addition, a card member also accumulates points which qualifies them to receive freebies.” Card members PAY LESS then non card members. That is mainly why people have the cards, it might not be much of a saving but it adds up over time. You might have spent thousands of dollars there for food, but you probably saved a lot of money using the card right? Thats the main goal of using it, to SAVE money. Many people probably don’t care about the free things they offer cause of it, thats just something they do for those who might. This article i myself found annoying to read. All you did was complain about something you have no reason to. If you don’t like it don’t use it anymore thats all. But for other card holders it might save them money, and they might enjoy the sales on some items that THEY are interested in, other then fresh clams and fresh spinach.

  2. sergio says:

    HI I do agree with the person that replied that big companies like this don’t care about your personal preferences but about making money, nd I assumme that the writer of this article by being in advertising knows this very well.
    Now what bothers me about the whole card issue, is that I don’t regularly shop at price chopper, nd a few number of times I had to shop in a couple of the price chopper stores around, and because I didn’t register to get a card (I didn’t think that it was worth to spend 15 or 20 minutes of my time, for as little I would use the card) I ended up paying non-advantedge card prices that are inflated to make the card holder prices seem cheaper. That I don’t think is fair. What if I need to, as a one time thing, buy products at their stores without having a card? I’ll be paying higher prices than at most stores around.
    And for the person that replied before me, there is nothing wrong about complaining mostly if he is proposing possible solutions for the issue. Most of the times by ppl complaining nd sharing disconfort w/ a situation are the first step for making things change and forcing big companies like price chopper change policies that peolpe is not happy with. Cheers

  3. sergio says:

    HI I do agree with the person that replied that big companies like this don’t care about your personal preferences nd i will add that tey only care about making money. And I assumme that the writer of this article by being in advertising knows this very well.
    Now what bothers me about the whole card issue, is that I don’t regularly shop at price chopper, and a few number of times I had to shop in a couple of the price chopper stores around, because I didn’t register to get a card (I didn’t think that it was worth to spend 15 or 20 minutes of my time, for as little I would use it) I ended up paying non-advantedge card prices that are inflated to make the card holder prices seem cheaper.I kinow this by comparing prices to other local stores like hannaford, walmart, etc. That I don’t think is fair. What if I need to, as a one time thing, buy products at their stores without having a card? I’ll be paying higher prices than at most stores around.
    And for the person that replied before me, there is nothing wrong about complaining mostly if he is proposing possible solutions for the issue. Most of the times enought ppl complaining nd sharing disconfort w/ a situation are the first step for making things change and forcing big companies like price chopper change policies that people is not happy with. Cheers! oh if u join shop rite nd use it instead of a card you get a turkey for christmas I think.

  4. Amanda says:

    I think that the first post was extremely well written!
    That’s all, I don’t really shop at Price Chopper.
    But, I enjoyed reading this!

  5. Mike says:

    It does not take 15-20 minutes to get a card, more like a minute and a half, i did mine at the register and got my savings then and there, plus my price choppers gives you gas points. I think you people are more of walmart shoppers 🙂

    • flippinamsterdam says:

      ROFL: “I think you people are more of walmart shoppers” — Because nothing speaks more to haute cuisine than shopping at Price Chopper. 😉

  6. Dandee says:

    Interesting diatribes , however , I find Price Chopper [far] more economical w/ a card , than without. – Should you be a shopper w/o – turn to the customer behind you , and ask them to allow their “card” to be scanned.
    This is how I found out the True value of a “card” – Stupid to buy without , if you’re making major purchases ! [ mine are typically , $100 – $200.]
    HOWEVER ! – getting the “card” typically takes may bee , 10 minutes – MAKE SURE you Get Your Drivers License Back ! – Mines been “missing” for over 10 Weeks ! – they’ve mailed it to ” Never ,Never Land “? [ rather than hold it for me, as requested]…
    so it goes …. – dand …

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