Originally posted on LinkedIn
How is it possible that Cine Colombia lets gift card balances “expire”? The nerve — the cost of holding that balance is effectively zero.
Today I get an email with an ultimatum: top up your card or lose the money you put in. A prime example of how to destroy the user experience with terrible touchpoints. A much better email would say something like “We haven’t seen you in a while — top up today and we’ll give you a free chocolate bar” or something like that.
I’m not even sure it’s legal. Aren’t those balances effectively fiat money deposited with Cine Colombia for future use? That’s very different from loyalty points or miles, which are extra benefits on top of purchases.
What do you all think? Bad practice or standard? Any lawyers out there: Is this actually legal?
