"We couldn’t offer discounts as rewards because the products to which the discount applied would then be viewed as ‘clearance’ or ‘maybe it’s being offered to me at a lower price because there’s something wrong with it’. We wouldn’t have achieved our goal of making our customers feel recognized. WHEN IT’S STORE CREDIT, THOUGH, IT’S SEEN AS CASH! The customers love it, and the program allows us to reconnect with each one, and remind them we’re here without being rude, pushy, sales-ey. Everybody wins."