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Loyalty Sells continued from page 102


it all about them, your custom- ers will feel as if they are the ones benefi ting. 3) Let them know they are


worth your personal time. Take time out of your schedule and write a handwritten note to thank your repeat customers for their patronage. In a world of automated responses, every personal touch you add to your thank you can go a long way. Customers are taking time out of their day to shop at your store, the least you can do is take a minute and recognize this. Candace Canty, owner of an


independent pet supply boutique in Chicago’s Southport Avenue shopping corridor, says, “You have to cater (the rewards) to your business,” as well as your customers. She continues to tell the Press of Atlantic City, “For our customers, dogs are part of their life, and we’re part of their routine. We’re their little com- munity store.” And so, Canty felt it was only right to recognize both owners and their dogs. She hangs a portrait of each custom- er and their furry friend on her shop wall. While the recogni- tion may not mean a frequent discount on supplies, customers still feel appreciated and Canty doesn’t have to worry about continual discounts negatively affecting her bottom line. Cre- ative rewards help address a crucial challenge: how to keep customers without promising a constant break in price. ■


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INDEPENDENTRETAILER.COM for Industry News & Updates March 2012 107


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