MARKETING
would have bought anyway, thus creating a cash
drain. It may be more cost effective to offer your
best customers preferred treatment, such as a
designated check-out line.
On the other hand, a $25 coupon for infrequently
purchased goods may be an effective way of
enticing customers to patronize your business over
a competitor. Your objective is to get customers in
the door again. Once there, they’re likely to spend
F
requent shopper “discount” cards. Rewards money they might have spent elsewhere. Also,
coupons. Preferential service. These are some you can increase the likelihood of return visits by
of the more common programs businesses devise providing a superior level of service.
to attract and retain loyal customers. The question
is, “Do they improve the bottom line?”
Make Good Service Great
Expand your definition of customer service.
Copycat programs—those that businesses employ
Discover the days and times your best customers
to stay abreast of the competition—are not as
tend to shop. Fully staff the areas of your business
effective as a program that’s implemented after
that they frequent with your most knowledgeable,
researching the market, learning about customer
friendly team members. That will ensure minimal
buying behavior, and calculating what you can
waiting and exceptional attention to your
offer them without giving away the store.
premiere customers during peak periods.
To have the most impact, develop a loyalty
If you have a retail operation, the same goes for
program that:
checkouts. People hate waiting in line. Be sure
1. rewards your existing top-tier customers—yet
plenty of checkout counters are open when your
does not incur an overwhelming cost;
best customers are shopping.
2. positively influences the behavior of less loyal
customers;
The Two Pillars of Loyalty
3. targets high potential customers, whose loyalty
Stay on top of When planning for change, expect
would make a significant difference to your
some resistance.
company’s sales volume and profit;
4. accurately collects data, allowing you to
When companies make changes, the staff’s
develop effective, targeted merchandising
microcosm is filled with uncertainty—except in
programs along with stellar service.
one aspect. Employees almost certainly will resist
Cost vs. Benefit some of the changes management is trying to put
You may be surprised to learn that while frequent in place.
buyer programs increase sales, they also give away
merchandise that many of the best customers Some resistance is understandable. With new
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