Essentials Magazine Essentials Spring 2017 | Page 11

Do Not Start
A Loyalty Program….
Start A Club Instead
BY CATHY WAGNER
W
hat else can you do to love on those
wonderful people who generate about
80% of your sales? Invite them to be a
part of your “club” for raving fans. We love loyal
customers. It is in rewarding those customers
that we have the opportunity to turn them into
raving fans. Don’t miss that opportunity.
Loyalty programs are an essential way of acknowl-
edging your appreciation for your customer’s contin-
ued patronage and support with gifts and services of
meaningful value. That chosen gift should not have any
strings attached to it — otherwise it isn’t freely given.
It also should be able to be used immediately — which
differentiates it from a bounce back coupon. (A bounce
back coupon is a coupon given to a customer offering a
discount on a purchase to be made within certain future
time constraints.)
The goal is to reward your customers for making the
right decision and choosing to shop with you. Look at
your own behavior. Are you motivated only by dis-
counts, miles or points? No. Those don’t necessarily
cause you to change your behavior and drive out of your
way to go to a store.
Loyalty is inspired by the way that you make a differ-
ence in your customer’s life in an important way. It will
necessarily include a shock, surprise and awe compo-
nent. It isn’t hard. You only need to know one thing.
What matters to your best customers?
Go to your computer and pull up the list of your cus-
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