That makes for future problems with long term customers. You'll get customers that say well I spent 14.97 this time but last time I spend x amount more than 15 so I should be entitled to a free sample today and it's not fair if it was my first time you'd give it to me then you risk losing your loyal customers for what a first time buyer that may or may not every buy from you again.
Long time customers wouldn't need to know. Or I would ask how would they know?
Another point I forgot to mention in previous post, but was mentioned earlier in this thread and is key item IMO mentioned in OP, is how MBV communicated on this. If they had time to write the note they did, then they had time to contact first time customer to say, "hey, you are 3 cents short of getting our deal that you may or may not be aware of. Would you like us to add something on so you can take advantage of that? Even a flavor shot would suffice."
How would a long time customer take issue with that?
Bend the rules once and they expect it every time.
Again, MBV isn't only company doing free samples. My regular vendor did it my first order and then has about once ever 4 orders with them. I don't expect it every time. I'm happy / satisfied that they do it at all. And given this thread's discussion, I'd rather it be based on a whim than some policy that has a strict cutoff line.
Never bend the rules and eventually they will learn to accept the rules and follow them. Bend the rules once for a customer and they will keep coming back to management and you will hear "you did it last time for me" That's what I've learned in my 20 years of being in management positions retail and non retail environments from both customers and employees.
And fact is rules are bent often. As an adult, you learn that if you expect the rules to be bent for you routinely, you're going to get screwed and feel disappointment often. But if you live under the notion that rules are never bent, you'll be pleasantly surprised occasionally. I would bet that MBV management is bending a rule today or for sure this week.
And then take this from the other angle of just communicate (reach out) to new customer and really not sure what counterargument you would make that would be equal to "poor management."
There are a number of retailers that have backed away from the moto "the customer is always right" and they've done that to be able to stay in business. When the customer is always right they walk all over you and you are left with no profits and eventually you close your doors.
To be clear, the customer in this situation isn't right, and has openly admitted that in OP. But customer is "right" about feeling disappointed in tick tack policy that MBV engaged in when communication up front would've led to this thread never being created.