That’s a good question. The most straightforward answer is: because it guarantees stability. But since that doesn’t explain much, let’s dig a little deeper.
Imagine that you have the habit of eating in the same place every day, that you order the same dish often or something. You can even order something different or go somewhere else now and then, but most of your purchases will always be the same. This is fidelity, in the pure sense of the thing.
The same principle applies to other types of businesses. If a customer likes what you have to offer and regularly returns, he’s a loyal customer even if that’s not the easiest option. The consequence here is that you will have a more or less guaranteed sale at regular intervals, making your sales job more manageable.
It would be best if you exercised it from the first contact with the customer or supplier for it to work. Every person involved in the service and acquisition process is essential and must be engaged to make a great first impression.
- Gamification Programs
Okay, time to explain another weird term! “Gamification” uses game features and mechanics — such as scores, progress loops, goals, and rewards — to increase a person’s engagement in some tasks. To put it bluntly, it’s like turning a job into a fun game, but without changing what you need to do daily.
Gamifying the purchase process can involve several things, like completing a quest to get an extra discount. This doesn’t have to affect how your sales force works directly, but it can contribute to customer engagement with the brand. In the end, hiring their services is fun and creates a sense of achievement. At your next sale, the customer will get that same feeling again.
- Lightning Deals
This loyalty strategy bets more on your customer’s sense of urgency and uncertainty. As the name implies, a lightning offer is some benefit that your customer only has access to for a short period. It is pretty famous in supermarkets, but it also applies in other contexts.
At first, some people feel that limited promotions reduce sales because customers always wait for the discount to buy. However, this means that once the discount is released, you have a more or less predictable increase in your turnover. Even in individual trades, your customer still has a good chance of closing the impulse purchase according to cultivateadvisors.com.