Here’s the opening of a piece I recently wrote for the New York Times Review section.
I had to buy two items at CVS — a bottle of mouthwash for me and some red yeast rice pills for my wife. I plucked the Listermint from the shelf, took it to the cashier and gave her my phone number and a $10 bill. The 38 and 1/16th-inch-long receipt had just what I was hoping for: a coupon for $5 off a purchase of $15 or more, expiration date three days later.
I headed straight for the vitamin section, where the economy-size house-brand red yeast rice was on sale — buy one for $22.99, get one free. I brought my two containers to the same cashier, who took the coupon and unjudgingly charged me $17.99. But wait, there’s more. I’d get the equivalent of 2 percent of that price back in CVS Rewards bonuses for future purchases, and 1.75 percent in cash via my credit card rewards program, a total of 67 more cents to my name.
Am I pitiful or what? Don’t answer that question.
Or at least don’t answer it till you hear me out. My CVS behavior is just one data point suggesting that I’m the precise person for whom the marketing strategy of “gamification” is intended. That is, saving some money on vitamin supplements is nice, but that’s not really what brought me to the drugstore. I was there for the buzz, the shots of happy I got when the cash register spit out a receipt the length of a 4-year-old. It’s all in the game.
You can read the rest of the article here.