Quietly cut welfare! Mstand member points have completely become "useless"?!

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In order to increase repeat customers, some coffee shops will launch coffee exchange activities at the collection points to allow customers to take the initiative to buy back. Chain brand Mstand has had the same activity before, members can buy a cup of coffee for free after buying 10 cups, and many consumers have gradually become loyal users of the brand as a result of this activity.

However, yesterday, after Mstand members opened their official Mini Program, they suddenly found that all the points they had accumulated had disappeared! After some understanding, they learned that the brand had cancelled this long-term offer without any notice the night before.

Many customers who often buy Mstand coffee say that they have accumulated a lot of points before the event is cancelled, and some users can buy free drinks by only one cup.

But Mstand cancels the event without saying hello, and compensates the members by converting the accumulated points into points. After the adjustment of the member system, these points can no longer be exchanged for free drink coupons as before, but can only be exchanged for some discount coupons. This makes regular users who have thousands of points in their account feel unhappy, saying bluntly that after the changes to the member system, these points have become "chicken ribs".

Brands will often adjust or upgrade the membership system of loyal users according to the current market situation and consumer demand, so as to capture the hearts of fans with better benefits. Before making major adjustments, brands usually issue announcements in advance, such as before Starbucks launched diamond-star members, users were informed of the specific system upgrade time on the social platform.

In contrast, Mstand did not issue relevant notices before changing the membership system, quietly emptying the points accumulated by members and canceling convertible free coupons, which is seen by users as "no emphasis on martial arts morality". Some players at the gathering point said that if they knew in advance that the event would be cancelled, they would be able to deal with it, rather than watching their previous efforts become a useless number.

However, some regular users who have been with Mstand for many years are not too surprised by the adjustment. According to them, at the beginning, Mstand membership points can be exchanged not only for drink coupons, but also for brand perimeter, coffee beans and other products, which is very rich, so it attracts many consumers to take the initiative to become loyal fans.

But in recent years, these generous membership benefits seem to have become an operational burden on brands. In order to control costs, Mstand has adjusted its membership system and reduced the intensity of discounts many times before, and the types of products that can be exchanged for points have been reduced again and again.

Compared with previous times, the adjustment of the membership system without warning "hurt" the rights and interests of too many users, making it difficult for them to accept the sudden disappearance of the benefits they should have enjoyed, so that many people shouted "defense break" and were greatly disappointed by the adjustment behavior of Mstand members this time.

Picture from: Xiao Hong Shu

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