Discounting and Loyalty – a Match?
By Sarah Ripley, Wizard of Ads Partner
The most successful businesses are ones in which have a loyal customer base.
A little bit extraEnter the supposed need for discounting to foster loyalty. BUT are businesses really cementing customer loyalties by discounting, or futilely undercutting their bottom line?
Think back to before your loyal customers were loyal.
There was obviously a reason or many that got them into your store/using your service. You then obviously did something or many things right to have them coming back the few times pre-discount. You now offer a consistent discount to these customers to keep them coming back. Why?
World-class child behavioural experts say that when children are learning, good behaviour should be rewarded and bad behaviour disciplined.
But your customers aren’t children. They don’t need to be consistently rewarded every time they come into your store, because the product/service you provide, (which has obviously exceeded their expectations on numerous occasions to keep them coming back), is a reward within itself.
Customer Experience
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