Do loyal customers who came out of each – a favorite occupation of Russian retail and service. It goes without saying that 'Technosila', for example, at least three times in my life go down each. And if it does not forget the card issued to him once, the company will lose 10% of the proceeds from this sale. Why? This man came here not for the discount and make a purchase. He came here for the second time in three years, and cherished the card every day.
Considering this 'loyalty program' in a large square, we will see an elementary sacrifice a significant part of the company's profits. Accordingly, a conclusion first: the loyalty, as in love, selectivity is important. Love everybody immoral. For many years, domestic Methodists offered to accompany the buyer on his way 'life cycle', from 'no buyer' to 'loyal customers' podlizyvayas and spoiling it. Perhaps someone even managed to grow a loyal buyer of an athlete's pastry shop, but Overall, this insinuation. You have decided to go into business, have opened shop, grown up to trade marketing.
And now you think that the whole area of your marketing efforts and entrepreneurial talent will walk into eclairs at Breakfast, lunch and dinner? You are mistaken. Your business – your choice, they figure – their choice. Respect the choice of your 'no buyers' and increase the loyalty of those who are ready for it. This is the second conclusion. According to market research retailers conducted by the agency quans Research in 2008, about 25% of shoppers regularly visit only one grocery store.