Rewards for Customer Loyalty

As a customer, I always want to feel important - or special at least

. This is how customers should be treated by any business to ensure customer loyalty. Another way to motivate customers is to provide an incentive or reward scheme. Giving your customers something every time they make a purchase or avail of a service is what psychologists refer to as conditioning. You can initially introduce the campaign through your marketing collaterals like brochure printing but after a while, your customers will seek you out because they have been conditioned' by the rewards approach.

There are many ways to reward customers to ensure loyalty. I'll give you some examples:

A video rental outlet gives one free title for every five DVD rentals;

A local wine shop has business brochures that they stamp every time you make a purchase and after ten purchases, you get a bottle of Cabernet;

A small grocery store gives away goodies when you reach $100 purchase; and

A motel chain gives out discount cards to loyal patrons.

There is no doubt that these strategies help motivate customers to keep on coming back. They are enticed by the rewards that they get every time they visit that particular shop. Here are some more ideas to help you design a rewards program:

Members only day. In my opening line, I told you about how I, as a customer, want to feel special. This strategy addresses this particular customer need. If you have a loyal customer base, throw a special day for them where they can get discounts and freebies. For instance, a huge shopping mall has a one day members only day where ID card holders get discounts, freebies, etc.

Use Social Networking Tools. I follow a lot of friends in my Twitter account to see what they are up to and oftentimes I get clues as to where they often go to their thing. Through their microblogs, I know which restaurants are good - most often than not, their ravings and rants are correct. I am saying this because I want to emphasize the power of social networking tools such as Facebook, Twitter, etc. You can post on walls to announce members only sale or offer discounts through microblogs.

Keep strategies fresh and exciting. Offer random rewards, game rewards or special offers for a limited time frame. The point is to make your strategies new and exciting. I was once in a grocery when I was told by the cashier that I have to spin the wheel to determine my prize because I was able to reach $100 worth of purchase. I got a free shampoo and conditioner. Not bad.

With these ideas, what is important is for you to advertise in an honorable way. Your customers would not want to be misled. Rather than making them comeback, customers who felt shortchanged will not only stop patronizing your establishment, they will also talk to ten more people telling them of their experience with your promotions. Remember, whatever you do, do not try to shortchange customers. This is very dangerous because it has the potential to backfire. Your customers are smart and they know when they have been taken for a ride. It is advisable to stick to what you said in your promo and to make sure that they get value for their loyalty.

Rewards for Customer Loyalty

By: Robert Johnston

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