How do we
develop loyalty? This question is asked over and over again in businesses around the world. The answer is different in almost all cases. What works for one business does not necessarily work for another business.
One thing is certain, customers want value for money. Value in some cases is the lowest price, in others it is selection and in others it is service. The answer for your business depends on what your target market is looking for. The key to designing a great program is knowing what you want to accomplish and what appeals to your customer base.
There are different approaches to building loyalty. Loyalty Programs range from simple punch cards to loyalty cards, coupon clubs and gift programs. If you want information about your customers, then you need a Loyalty Program that collects customer demographics and has the required tools to do the analysis. Coupon Clubs are flexible and some allow you to collect data. Punch cards (paper or digital) encourage repeat business. Gift Programs work best in rural communities where businesses want to reach out to a widely distributed customer base.
Loyalty is hard to measure. Customers change their purchasing habits to fit their economic conditions and what they perceive as the best value. So whatever type of Program you choose, it should be flexible enough to meet your customers changing needs.
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