Additionally, brands must scrutinise their loyalty programs to determine whether they truly encourage customers to spend more or merely incentivise them to make repeat purchases. The fundamental question is whether such programs foster additional customer loyalty beyond what would typically result from the inherent value of the product or service offered. In today’s business landscape, it is becoming increasingly common for senior leaders to request that their marketing teams evaluate the potential impact of loyalty marketing initiatives. These programs typically offer rewards, discounts, or other incentives to customers who make repeat purchases or engage in other loyal behaviours. Many organisations are investing millions of dollars in creating and executing innovative rewards programs, ranging from frequent flyer offers by airlines to reduced fees by telecommunications companies to increase and retain their customer base.Ĭustomer loyalty programs remain a popular marketing strategy brands use to increase customer retention and promote customer loyalty. Creating the kind of trust and allegiance to your brand that fuels business growth and success comes from what you do, not what you say.The academic and business press may have criticized customer rewards for being cheap promotional tools and short-term fads, but they have been around forever, and more brands are embracing rewards programs rather than shying away from them. It isn’t what you say - like the ubiquitous and inauthentic We Miss You messages being delivered as businesses being to reopen. People will remain loyal, they will forgive mistakes and they will be true to your brand if they know you care about them. Customer loyalty is built by small acts of showing you actually care, time after time. When she arrived bearing our paper cups, she said to me, “He said to let you know he put the lid on using a napkin.” Creating brand loyalty I asked one of the managers if she could bring our coffee out to us, which she was happy to do. We then decided to wait outside as it was getting more crowded than was comfortable for us. We ordered ours from the always friendly young woman at the register and stood for a few minutes near the barista counter. Couples checking out the gourmet food section, young mothers and fathers pushing a stroller, girlfriends meeting for a catchup. The store was busy as it usually is on a Saturday. A friend and I met at Our Daily Brett for coffee last weekend. And….every time I’ve been back, he remembers I want him to use a napkin and place the lid on the cup for me. How did he respond? He was absolutely gracious about it. There I was being a ‘high maintenance’ customer. How hard can it be? Repeats his behaviour every time Why couldn’t I just put my own lid on? I rarely seem to get them on right and end up spilling coffee all over myself. I asked him to remove it and place the lid on using a napkin. He grabbed one and put it on with bare hands. During my first visit, the barista placed my latte on the counter and I asked him if he could place a lid on my to-go cup. The staff, all of whom are masked, are likely about the friendliest and most helpful I’ve come across in a long time. I’ve been in about a half a dozen times in the last month. It’s really more of an upscale market than cafe, but the coffee definitely is good. Luckily for me, there’s one that serves really great coffee not far away - Our Daily Brett. Having just moved homes, I’ve had to seek out a new neighbourhood cafe.
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