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From the publisher: June/July 2005 |
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Written by Sue Fredericks
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Most of my mail nowadays isn’t from friends and family, but rather from
savvy retailers with whom I have recently made purchases. I know I
should be concerned about the lack of mail from loved ones, but I am
more intrigued by the cards from people who love my spending power.
Send a Letter Maria…
 Most of my mail nowadays isn’t from friends and family, but rather from savvy retailers with whom I have recently made purchases. I know I should be concerned about the lack of mail from loved ones, but I am more intrigued by the cards from people who love my spending power.
On my birthday I get up to half a dozen cards from shops where I have filled out customer cards when making purchases. I don’t mind this kind of “junk” mail; in fact I have invited it when I filled out the card. The news inside the envelope is about products I like and often there is a coupon to remind me to stop in again. It saves me time to have stores and services finding things I like.
Saving time and providing a service is the name of the game in retail, and doing it for existing customers will lead to a stronger bottom line. According to Joel R. Evans, Ph.D. and Barry Berman, Ph.D., “Too many retailers concentrate on how to woo new customers.”
In an article entitled, Appealing to Repeat, Loyal Customers, published online at www.retailindustry.about.com, the two gentlemen stress how important it is to target current customers with special sales, direct mail pieces, phone calls or customer referral programs.
Existing or repeat customers are more loyal and will tend to buy a larger selection of items, not just the items on special offer. A new customer who shops on price will quickly go to the shop offering the next best price offer. Repeat customers appreciate being kept up to date. Send them a quarterly newsletter, or just a card to tell them what’s going on in the shop. It doesn’t have to offer a special; customers like to receive “friendship” mail, as opposed to repetitive “sales pitches.”
If you haven’t already done so, it’s time to develop a database with all of your customer information. Most customers are willing to fill out a short information card, especially if you tell them how they will benefit. If they seem reluctant, you may want to offer a complimentary rose or a small appreciation gift. Build a customer loyalty program that makes them feel valued. It doesn’t have to be an expensive program with huge rewards. Simple things like exclusive sales for favoured customers, or receiving their tenth bouquet for free is all it takes.
Stamps and phone calls are cheap in comparison to the cost of finding a loyal customer.
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