OK, you are the manager of the Kaldi Coffee Farm in the JR East Asagaya station Beans mall. Your store offers JRE POINT and is taking part in 3 day free 500 JRE POINT present campaign that starts Friday.
Today, Tuesday, is double JRE POINT day at Asagaya Beans mall. It is also raining which means foot traffic is down. Do you
- Offer double Kaldi Coffee points and screw shoppers coming for the free 500 JRE POINT campaign on Friday?
- Offer double Kaldi Coffee points on Friday so that shoppers get the girl, the gold watch and everything?
The answer of course is #1 screw the shoppers. Kaldi management must have graduated from the ‘dangle the carrot don’t let them eat it’ school of business.
Update: Interested piqued, I asked a Kaldi clerk if coffee double points would be in effect during the 500 JRE POINT Campaign. “We only do it on the 25th of every month, but sometimes on other (unannounced) days, it changes each month.” Other unannounced days…hmm. I then asked a Japanese friend to confirm things, “Kaldi has been doing that a lot recently. They used to have ‘store anniversary sale’ days on actual anniversary days but those are all unannounced now. I guess food imports business is not so profitable these days with the exchange rate so all the sales campaigns are unannounced. Maybe they’ll start announcing them again when they get desperate.”