|
Customer Loyalty:
Building a Fan Club
Loyal customers make it possible for small retailers to
compete more effectively in their own markets.
The steps presented here are, for the most part, simple ideas that employ concepts of selling that have existed since the first wooden wheel was traded for a stone hatchet.
What makes these strategies unique, however, is how the Internet is leveraged to dramatically reduce a small retailer's marketing costs while at the same time achieving the goals mentioned above.
By employing online technologies effectively a small retailer can gain a significant advantage when competing for retail dollars.
Furthermore, the "small guy" can actually make his size become an almost unfair advantage when competing against slow-moving, big-box retailers in a market area.
3 Practical Steps to Building a More Loyal Customer Base
You (or your employee) are standing at the POS ready to check out a customer.
When a customer walks up to your POS with merchandise to be purchased what is the first thing out of your mouth? "Hi!", "Were you able to find everything?", or maybe my all time favorite, "Will this be all today?" - to which I occasionally respond "Is there anything else you think I need today?
Obviously, most customers don't respond in this way. However, my experience has been that occasionally the cashier will make an attempt - however weak or uninformed - to make a product suggestion and when that happens I always express my appreciation.
More often than not, however, the sale is rung up, the receipt goes in the bag, and the customer walks out the door.
Next!
How can you - as a retailer -
change the customer's experience in your store to your advantage, differentiate your business, and build a
more loyal customer base?
Step 1: Invite Every Customer and Visitor to Join Your
"Fan Club"
On our website at melcooper.com we discuss the meaning and importance of building a loyalty program, or "fan club" at your store.
To many people, the word "fan" evokes images of people who are intensely loyal - sometimes fanatical - in their support of a sports team, celebrity, personality, or other person/object of common interest.
If you operate a successful retail operation that enjoys lots of repeat business then your store already has many loyal "fans".
Unfortunately, you may not have a lot of specific information about those fans that could be used to strengthen that loyalty and drive sales and profits even higher.
If, on the other hand, your store is new or is in a highly competitive market and does not enjoy a high level of customer loyalty then building a "fan club" is worth serious consideration.
In fact, such a strategy could serve to differentiate your business from the competition with very positive results.
Learn
more about "What Motivates Fans" >>
* * * * * * * * * *
For more information about Online Marketing Strategies for Retail Stores (OMS/RS) services offered by MELCOOPER Consulting please call us today at 1-866-695-8669 or visit our website at
http://melcooper.com.
|
|
|
|
