The “Grazia Insider” Card Experience

Finally! My Grazia Insider card got delivered to my front door last week…about a year after I signed up for it!

The Grazia Insider is the loyalty programme offered to Grazia magazine readers,  which provides members 20% discount at top stores in the UAE. That’s great value at some of the trendiest stores like River Island, Bauhaus, New Look, Ginger & Lace and Top Shop, among others. Also great for Grazia’s  credibility as the leading fashion guide for women.

I was flicking through an issue of Grazia at the nail salon and they were advertising the free membership you get by registering for the card on their website. I thought great, the more i save on shopping, the more extra stuff I can buy, and it’s free so why not? So I signed up for it and was told that I will be notified by email if I qualify for it (I think it was available for the first 3000 applicants). The counting process must have been done manually, as i got an email 4 months later notifying me that I qualify for the card and can now collect it from the publishing house’s office in Garhoud, Dubai.

I live in Abu Dhabi so going to Dubai on a week day to collect the card is impossible  as I work 9-6:30, so I emailed them back asking if it can be delivered instead. Surely I’m not the only member living outside of Dubai, and even if I was, I still expect a loyalty card to be delivered to me rather than I having to go pick it up!

I never got a relpy to that email, which is really bad customer service and really bad for my perception of their brand. Afterall, most loyalty card programs exist to help retain customers and develop loyalty to the brand. Another reason for loyalty programs is that they can be used to build a CRM (customer relationship  management) database, where the members’ demographics, shopping habits and other info can be tracked, as well as a basic list of contact details, so they could contact their customers when needed. But I didn’t get a phone call either!

An email was sent out last April asking those who didn’t colllect their card to do so before their memberships get cancelled. I replied again asking if it can be delivered instead. They must have gotten the same reply from other people as well because an email was sent a few weeks later announcing that cards can be delivered using a courier company but the costs will be charged (not great but good enough!)

I’ve already used my card a few times on shopping sprees, and the 20% off feels great. The card however expires end of July…I hope I don’t need another year until I get a renewed card!