Reward Dis-Loyalty

This idea owes its inspiration to a U.K. coffee retailer who handed out Dis-Loyalty Cards to patrons. The recipients were promised a free cup of coffee if they would travel to 10 of the store’s direct rivals and collect stamps to prove they had bought coffees there. Nuts? Yes and no. This was a coffee store owner who obviously had a lot of confidence in his product and a flair for generating media buzz. Do you have the same confidence in your service? How about offering a discount to any optical customer who gathers three business cards from local rivals and comes back to make his purchase with you?