Loyalty programs need to have the customer at heart. My most favorite programs recognize me personally and make me feel like a celebrity whenever I check into a hotel or board an airplane. Retailers need to have the same mindset when it comes to loyalty, but it doesn’t have to be fancy. Sometimes the smallest, most simple gestures can make a customer loyal.
For example, a friend recently shared an experience she had while shopping online with a home-ware shop called Hammers and Heels. The store is run by women, offering U.S.-made, custom, exclusive-quality goods that are ethically sourced and support environmental stability — a portion of all purchases go to charity. Alone, this should be enough to make anyone want to shop with them.
As she was perusing online, a chat window opened that informed her she could “Talk to a real person here!” And just then, Kate, asked if she could help with questions about products. My friend replied she was just looking at lights and Kate suggested that she sign up for the mailing list because Hammers and Heels sends special offers and discounts only to those who are on the list.
So she did, and a few days later received an email from Hammers and Heels with a coupon code for $100 off new lighting fixtures. Two days later she received an email with pictures of more new lighting that would be added to website soon, but she could pre-order today before it hit the website.
I am not sure what happened after that but, in my opinion, this is simply good customer service. Loyalty program or not, that’s all any consumer wants. -Seeta Hariharan