Want to marketing customer disloyalty through location-based services? There’s an app for that!

Confident that his product is the very best around, Londoner Gwilym Davies of Prufrock Coffee has invented a dis-loyalty card.

The card lists eight rival shops, with the intent that consumers go to all those shops, buy coffee and get their cards stamped. The reward? One cup of coffee from Prufrock Coffee — for free.

The logistics of the dis-loyalty card are difficult to fathom.  After all, who is actually going to stamp the dis-loyalty card?  However, the dis-loyalty card exudes creativity and confidence and has gotten a lot of people buzzing over its unique concept.

Evan Schuman of StorefrontBacktalk, for instance, suggests that instead of an actual dis-loyalty card, retailers could have dis-loyalty apps.  Instead of embarrassing consumers and angering retailers with stamps, an app would use GPS information and timestamped photos to confirm that consumers had actually been to certain rival locations.

The result?  A fun, innovative tool that would get consumers talking, shopping, getting informed and enjoying the hunt.  An app like this would capitalize on what consumers already do: comparison.

In order for such an app to work in their favor, though, retailers have to make sure that their products and services are at their absolute best.

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