Een mooi artikel van Business News Daily over hoe belangrijk het is om een goed loyaltyprogramma te hebben. Hierdoor blijven klanten terugkomen wat prijstechnisch efficiënter is dan het aantrekken van nieuwe klanten.
As a consumer, you probably belong to at least one customer loyalty program. Whether it’s a grocery store shopper’s club, a retail coupon mailing list, or a sandwich shop punch card, loyalty programs have long been a part of the customer retention strategy for large brands. Now, local small businesses are increasingly adopting similar programs to keep their customers coming back.
“As consumers get more and better information regarding how to compare various products and companies, it is critical to compete on price and value,” said Patrick Bosworth, CEO and co-founder of revenue strategy solutions provider Duetto. “Loyalty programs provide an opportunity to learn the preferences of customers and design communication strategies that will resonate with them.”
“Never before have consumers had so many choices of where to shop,” added Chris Doherty, vice president of branding and consumer consulting firm Daymon Worldwide. “Retailers [need] to rethink not just how they market products and services, but how they engage with their customers and become more relevant in their lives.” [How to Keep Customers Coming Back]
The key word here is experience: The most effective programs create loyalty-building experiences that precede the shopping visit and extend far beyond the point that the customer leaves their store, Doherty said. The Internet and mobile technology have enabled continuous customer engagement, which allows a business to become a greater part of its customers’ everyday lives. The ability to strengthen these customer relationships is what makes loyalty programs such an attractive retention tactic for businesses.
“Loyalty and incentive programs have become ‘must-haves’ due to the associated performance metrics for businesses that implement them, and the fact that consumers have come to expect a loyalty offering or savings opportunity from the businesses that they engage with,” said Doug Spear, executive vice president of marketing and customer loyalty solutions firm Linkable Networks.
If you’re considering a loyalty program for your small business, here are a three high- and low-tech options for implementing one.
Lees het volledig artikel op Business News Daily.