#Square swops sides of the table - but will the brand value follow?


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I have a survey running at the moment investigating the relationship between Screenagers, brands, trust and privacy…..  https://www.surveymonkey.com/s/screenager_survey

So Square, the mobile payment acceptance tool is adding loyalty rewards for Square Card Case users. With Square 2.2, merchants who integrate with Square’s mobile wallet app Card Case, will be able to now identify and reward loyal users. They can set rewards based on a number of visits or a total amount spent at the business, and when the customer reaches that mark, the merchant can apply a discount to their purchase. It could be something like a 50 percent off discount or a free item. Merchants can tell a customer of the deal when they order and the discount will be noted in a user’s Card Case app.

Here is the rub from the survey results so far….

  • On payments we don’t want anyone to know anything; it is payment and that is that.
  • Loyalty means loyalty – not distorting the market based on assumed knowledge
  • On regular usage – yes love to get some rewards
  • Don’t try and mess with my head or my buying behaviour
  • PS – there is no connection (so far in the results) between brand value from Payment Trust, rewarding loyalty and regular usage rewards …..

Implications for Square: Payment works well and the Brand values are spot on but these may not extend into use of the data……

Least we get confused between what we think consumers want, what we want consumer to do and what they are actually doing.