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4 Ways To Court Your Customers

By Alicia Fiorletta, Senior Editor

You’ve heard the phrase that marketing is like dating, right? I can’t imagine this metaphor ringing any more true than in retail. 

Think about it: Your customer trusts you and relies on you to provide the products, service and experiences they crave. If you meet and even exceed their expectations, they show their appreciation by being loyal to you. 

Like interpersonal romantic relationships, retail romance is a two-way street. 

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Points is spreading the retail love by playing matchmaker between customers and brands. By surveying loyalty program members in the U.S. and Europe, the company identified what, exactly, consumers are looking for out of their experiences. Here are four steps you need to take to truly court your customers: 

  • Make them feel valued: Allow them to earn points and rewards in a variety of ways. 
  • Make it personal: Tailor offers, messages and coupons to customers and their individual loyalty to the brand. Say one loyalty club member always goes to your store to buy ties. Give him an exclusive offer where if he buys three ties, he gets one free!
  • Make it exclusive: Sure, you can still implement deals and offers among all consumers, but loyalty club members want something more. For example, if one loyalty club member primarily buys shoes from your store, give her a one-on-one consultation with someone from your shoe department to get a first-hand look at new collections. 
  • Make it conversational: Don’t just use loyalty program information to push coupons and deals when you’re desperate for a sale. Consumers can smell that kind of desperation from a mile away! Try to blend a mixture of promotional messages with more educational or even feedback-seeking messages. 


Check out the complete infographic
from Points to get more insights from the research! 

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