10% loyalty discount?

[Jferb]

For the past several weeks, every time I make a booking, the following message is included in the booking confirmation:

Iarnród Éireann wish to thank you for your loyal custom. We note that you have made several bookings with us on www.irishrail.ie and would therefore like to advise you that on your next booking of any value, we will be discounting the total cost by 10%.

Needless to say, none of the subsequent bookings were discounted by this 10%. Anyone know what's going on??