Customer Loyalty
June 4, 2012
Why is Loyalty important?
Building a successful retail
business is really no longer
achievable without creating a
loyal base of customers.
Loyalty should not be confused
with satisfaction; customers can
be satisfied with your service but
not particularly loyal.
Customer loyalty is far more
complicated than merely offering
customers discounts, however.
It is about driving profitable
customer relationships and
creating a community of
shoppers who want to spend
more in your store, more often.
Pharmacy is at a unique
crossroads – there is an
increasing emphasis on price
and ‘buying’ customers’ business
through discounting in what is
traditionally a very strong
relationship environment.
To succeed, you need to find the
right balance between perceived
value and relationship build.
The vast majority of stores can
benefit enormously from
building a loyal base of
customers and then effectively
marketing to them in order to
build basket size and frequency
of purchase; the major
supermarkets are focusing on
this area for the expected return.
You want your customers
satisfied but also motivated to
keep coming back again and again.
Being strategic and consistent
is essential, as is making sure
your loyalty program is really
integrated into your store’s
strategic plan.
instigo is a consulting company that
focuses on three areas of retail
pharmacy specialisation: people,
marketing and retail solutions.
For more information visit
www.instigo.com.au or call
02 9248 2600.
This week’s
contributor is
Shannon Kerr,
Marketing Manager, instigo.
The above article was sent to subscribers in Pharmacy Daily's issue from 04 Jun 12To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 04 Jun 12
