Ask yourself how you get loyalty
Monday, April 23, 2012/
Unless you live in a cave you’ve probably noticed the latest in a string of annoying advertisements from Coles, this one promoting their newly revamped flybuys program.
British comedian Dawn French has been flown out to spruik the thing and apparently we are all going to get the cards in our letterbox soon.
Another card in my wallet is the last thing I need, but I immediately started thinking about what we do to engender loyalty in our business – and you should be doing the same thing too.
Here are some questions to ask yourself:
- Do you keep a database of customers?
- How do your contact them?
- How regularly?
- Do you offer any form of benefit for ongoing purchases? Such as a discount, or special shipping terms, or free products?
- Have you made this into a formal loyalty program or is it more ad hoc?
- Do you track your customers buying habits? Could this help you tailor offerings to them?
I’m not sure how you’ll answer these questions, but I can tell you one thing – if you don’t have the data, it’s very, very hard to make improvements.
Get it done – today!
From the frontlines
Alan Jones: How to raise investment for a startup with no customers and no revenue Alan Jones M8 Ventures partner
Canva's Melanie Perkins has 10 tips for startups with 'crazy-big dreams' Melanie Perkins Canva co-founder
Why Up's transgender controversy shows there can be no separation between founders and their companies Joan Westenberg StartupSmart columnist
Take a stand: Why being neutral hurts profitability and engagement Steven Maarbani VentureCrowd executive director
The power of passion: Naked Wines' co-founder reflects on what made the startup successful Peta Jecks Naked Wines co-founder
Hipsters, hustlers and hackers: Three instances of everyday bias in startupland Theresa Lim Play2Lead founder
Diversity and coaching will rid the banking sector of its toxic culture problem Hema Kangeson inSpur founder
Why you should find the right role for the right person — not the other way around Bruce Stronge Outfit founder