I recently signed up for a Waitrose customer loyalty card, the perks of which are getting a free tea or coffee every day in their café, a free recipe magazine each month, a free daily newspaper when spending over £5 and various discounts on items in the store.
You’ll notice the frequency of the word ‘free’ in that sentence.
I’m pleased with my card and must confess I’ve been known to drive out of my way on the commute to work to get that free coffee and even making sure I spend that £5 when I didn’t really need to just to get the free newspaper.
Almost everyone in that queue in the morning has a Waitrose loyalty card and I assume are as happy as me with getting a cup of coffee … but almost everyone also either has a bag of shopping just purchased in the store or are buying a Danish pastry to have with their coffee.
Of course, the loyalty card idea hasn’t ended up being ‘free’ for me at all – I’ve been paying for the free stuff.
But they have cleverly made me feel like an appreciated customer … and I’m sure you won’t be surprised to hear that I’ll keep on going back.
Marketing is all about your customer being at the centre. Building customer loyalty is so important and can be completely different for each type of business. It’s about keeping in touch, treating them well, proving that you care, rewarding them for choosing you over your competitors or working to make them more successful – or, of course, all of the above.
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