Too often many small businesses create loyalty cards to create, well "loyal" customers. This can be done in a variety of ways with a wide range of "strings" attached.
I currently visited my local Bubbletea shop "Sweat Dreams" and I noticed that you don't get a stamp on your "loyalty card" if you order a small size; stamps only apply to large drinks.
Nowhere is this "string" idea told or communicated to the customer. It's only after you make your purchase is the bad news told to you.
Loyalty is created when everyone has an equal opportunity to be treated unique (in this case free bubble tea after X amount of purchases). By creating a double standard or encouraging people to pay more for a size they don't want, you are effectively killing many opportunities for loyalty.
Keeping strings to a minimum or better yet - not hiding them from the customer is just plain good ethical marketing.
Bad ideas spread much faster than good ones.
How are you ensuring that the good ideas are spreading in your organization?
Thursday, July 19, 2007
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