We’ve all seen those cards retailers give out to reward you for continuous purchases. You know, buy 10 sub sandwiches and the 11th one is free or purchase 5 coffees at regular price and the 6th one is free.

I have to admit, I’ve used a few of these, but it wasn’t until recently that I begin to notice what I’ve labeled as the ’stink eye’. It’s the sour look you get when you cash in your card and get your free item. I’ve done some minor research here (3 to be exact) and I’ve noticed that all three establishments have given me the ’stink eye’ upon redemption. I’ve followed all the terms and conditions of the card, paid for all my purchases, and suffered through some really bad coffee and sandwiches to get the free one.

My question is, should these consumers be treated differently? Aren’t these your loyal customers? Aren’t these the customers that keep buying your product? I’m not expecting some grand treatment for cashing in a sub sandwich card, but shouldn’t I at least get a smile and a thank you?

What’s your take on this? Do retailers see these as loyal customers or are they just another buck in the drawer? Is this the type of customer service we’ve become accustomed to?

With the holiday season upon us, what’s the one thing you’re hoping to find under your tree this year?