Eddie Bauer’s Survey-Game Marketing

I got the following email from EddieBauer.com the other day, because I had been “selected to help them choose new styles for the upcoming season…”

Eddie Bauer survey email

I followed the survey link because it sounded appealing to participate in. This is what I got:

survey landing page

survey instructions page

Basically, they had gamified the survey process by trying to make it feel like The Price is Right as if you were guessing the prices of the items instead of offering feedback. Clever, because it kept me engaged in the process, even if it was apparent early on that the things I shop for at Eddie Bauer (trousers and long-sleeve shirts) were not the items being survey (mostly cargo pants and running pants). I’m afraid because the survey was set and not adaptive to focus in on the few things I did respond to positively, they missed the “target” by targeting me!

I was a little disappointed at the end of the survey when there was no fanfare or results on if I had “done well” with the What Would They Pay? survey-game. Missed opportunity, Eddie Bauer! (It would have been neat to see the average results of what people stated would be appropriate pricing–though I’m sure this would mess with their marketing if they decide to price higher than the average when potential items launch.)

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