My recent articles about loving your customers and building their loyalty prompted this response from long-time friend and astute businessman, John Mullavey:
I’ve always been a fan of loyalty clubs but, boy, can even the biggest organisation bugger them up. Like when they ask you at the checkout, “Got our frequent shopper card?
And if it’s “no”, then it’s never, “Oh, you left it at home? Just a moment I’ll look you up.” or “Let me just sign you up.”
Anyway, on Sunday I went round to the local nursery to buy the missus a birthday present for today. It’s a well-run business I’ve supported for years and they’ll always add the purchase, pretty well automatically. For me, it’s in my name.
Prior to me going, Anne had decided to pop round and treat herself to a new pair of gumboots. $75 for the flashy ones but I deny her nothing! Anyway, when I’d done my bit and they were taking the dough for a couple of plants, I asked the lady owner if Anne’s purchase had been noted for a few points.
She hadn’t sold Anne the boots… her husband had… so she checked with him and all was good from that end.
However, when I asked, “Would Anne have been asked for her membership details, if any, the lady – owner – beneficiary of all sales – replied “No, we tend not to ask that!”
Sort of a Clayton’s scheme I suppose – driven by the customer!
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Which prompted me to respond.
I dunno John! It seems there must be a maxim that says, “If it can be stuffed up, it will be!”
If you have a loyalty scheme (and most businesses that should, don’t) every customer should be asked “Are you a member of our smart name (loyalty plan)?”
If they are, add the purchase!
If they aren’t, “Well, let me register you as a member, I wouldn’t want you to miss out!”
Simple! Effective! But rarely practised.
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