I WANT MY JUNKMAIL

   I am consistently impressed with the total brand experience provided by Anthropologie. I grudgingly admit it: I have crossed the line from being a passive, disconnected shopper to an involved and educated super-consumer. I am on the mailing list (acceptable), I check out all of the new promotions (alright, now I'm getting embarassed) and I sometimes even frequent Anthropologie-centric shopping blogs (gasp!!!).
   Now the point of this post is that with brand loyalty programs often come little perks. During the month of your birthday, some stores will offer you a discount or a free gift. Anthropologie, for example, sends out a little cloth envelope via mail, beautifully packaged, with a coupon for 15% off your next purchase (pictured. Photo credit: http://effortlessanthropologie.blogspot.com). Lurkers of this brand are fully aware of the elusive b-day gift, which is actually awarded by lottery to its brand subscribers (read: not EVERYONE receives the discount). You can imagine the outrage provoked in those not fortunate enough to receive the discount.
   Now let's compare the DM birthday discount sent out by Anthropologie to all of the other random stuff we get in the mail each day. It's funny to think that we get so annoyed with companies that send us mail, whether hard-copy or electronic, when we do not have a relationship with that company. It takes an investment of time and communication to establish that kind of connection with a consumer. If a "stranger" company moves too fast, woah, watch out – it's rejection time. That DM piece is going straight from my mailbox to the recycling bin. But, on the other end of the spectrum, once that solid bond is formed, there is expectation.
   I think that Anthropologie is walking a fine line by not offering the coveted birthday discount to ALL of its loyal customers. To not receive the birthday discount during the month of your birthday is the equivalent of a virtual slap in the face. I'm sure customer service receives countless calls from irate customers and the cries are loud and clear: I want my junkmail.