Loyalty – have you earned it?
May 27, 2013
Putting a loyalty card in
your store, giving away
discount every sale and
never communicating with
these customers is not
customer driving loyalty;
it is giving away margin.
Creating a loyalty program
that actually influences
customer behaviour and
spend is more complicated.
A true loyalty program
forms the basis of your
local area marketing
and allows you to have a
direct conversation with
your customers. It should
aggregate behaviour and
demographics so that you
get a better understanding
of your main customer types
and, most importantly, the
ones of most value to you.
Your loyalty program
should support and facilitate
the other programs you run
in your store eg. promotional
programs, professional
services, customer service
and maximising customer
lifetime value.
This week’s
contributor
is Shannon
Kerr,
Marketing
Manager at instigo.
The above article was sent to subscribers in Pharmacy Daily's issue from 27 May 13To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 27 May 13
