If “exciting” means “super fucking annoying” then they’re right!
The CVS ExtraCare program lets customers get Extra Bucks rewards, but instead of putting those rewards on your ExtraCare card, they are printed at the bottom of CVS’ infamously long checkout receipts. A year ago, the company’s chief marketing officer told L.A. Times reporter David Lazarus that this would soon change and Extra Bucks would be placed directly on your card. But now CVS is saying just the opposite — that it deliberately wants those Bucks on the receipt because it’s a real thrill to the consumer.
“When you give rewards, you want people to feel excited,” the head of marketing for parent company CVS Caremark tells Lazarus. “You want them to know that they’ve earned the reward.” She says that giving people a paper receipt long enough to wrap a fat mummy, “makes people ‘feel the reward.’ “