Loyalty Cards Make Customers Feel Exclusive

Customers can reap rewards by creating accounts with local or national businesses

. In return, they receive membership or loyalty cards to present every time they make a purchase or visit the merchant's location. They can receive better customer service, better prices or upgraded features, depending on the type of account they are offered and what type of membership cards they have. Membership cards mean different things to different businesses. Here are just some of the variations.

Discounts

Discounts are often available for repeat customers. This is both a reward and an incentive for people to patronize a certain business. In recent years, grocery stores have been a big proponent of these cards. Those that do not sign up for one cannot receive reduced prices or special offers for various products. The person must pay full price. This may make regular customers that happen upon the store by chance feel that they are being punished. It also makes them feel better once they have purchased a merchant's card or filled out the necessary paperwork to receive a free discount.

Admittance

Some membership cards are just that. The customer pays a monthly or annual fee to gain membership to a place with special goods and services. Non-members are not admitted, while others are required to pay large deposits for the same privileges that members have earned. Some examples of requirement for admittance include health clubs, movie rental, libraries, wholesale food and department stores, and country clubs.

Special Deals

Special sales and opportunities are often available for those with special membership cards. The marketing materials may be sent to their e-mail address or to their home through direct mail marketing. Depending on the type of business and the cost of the product, buy-one-get-one offers or free products can bring considerable awards.

Improved Customer Service

Sometimes a membership card does little more than jump someone to the front of a line or helps them to bypass a line altogether. While this may sound like a small consequence, it can come in handy.

For example, certain entertainment venues have membership cards for concert-goers that allow them to go through faster security lines or to not have to wait to pick up their tickets. They may have special concession or comfort areas to visit during the event. When everyone else loses 15 to 30 minutes each in line for security, concessions and comfort areas, and the preferred members only spend 5 minutes each, it adds up. People who receive good customer service or little perks are likely to continue going somewhere they feel as if they are treated special. As a result, they will spend more money at these locations and help the merchants improve their business.

by: Christine Harrell

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