The world has, of course, become an infinitely bigger place these days and even small retailers can have a hard time keeping track of who has purchased what, and when. Small corner stores grow into national chains that, in turn, become international conglomerates. Technology has brought us closer together, yet made it more difficult for anyone invested in marketing their business to maintain the type of one-on-one spirit of a friendly neighborhood grocer or shopkeeper. Instead of three choices in where to buy their next bag of flour, customers now have thousands. Some are cheaper and oftentimes, more convenient.
As small business owners, marketers, and marketing executives, we constantly struggle with how to re-personalize the consumer experience – how to reach down through the ranks in order to recognize and reward customers who have gone out of their way to shop with us, even though we may never have met them and there may be thousands of miles between us.
Loyalty marketing, at its heart, is about the (re)development of these sorts of genuine consumer relationships – about caring for your customer’s needs – anticipating what they want before they ask for it. The upshot of your investment in that relationship is often a dramatic uptick in quick pick pseudonyms like AOV, CVR’s, CPA’s, and so on…, but understanding the principals that drive these results are often overlooked and can be the difference between a loyalty marketing effort that creates a slight uptick in your business and one that really moves the needle.