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retailing-customer loyalty


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retailing-customer loyalty

  1. 1. RETAILING Customer Relationship Management Loyalty Program
  2. 2. 2 Customer Relationship Management (CRM) Traditional Marketing CRM Goal: Expand customer base, increase market share by mass marketing Goal: Establish a profitable, long-term, one-to-one relationship with customers; understanding their needs, preferences, expectations Product oriented view Customer oriented view Mass marketing / mass production Mass customization, one-to-one marketing Standardization of customer needs Customer-supplier relationship Transactional relationship Relational approach
  3. 3. Why talk about Loyalty • Mature Industry • increasing competition • Focus on getting more customers • Market share Vs. share of customer • Competitive advantage • Price • Service quality • Loyal relationships
  4. 4. The bottom line • 90% of customers who love a company will repeat but only 30% of customers who like the company will repeat (Opinion Research Corp.) • 20-40% of your customers bring 80% of your profits
  5. 5. What to expect from loyal customers • Behaviors: • Come back frequently • Buy most expensive products • Recommend provider to friends • Give important suggestions • Emotions: • Are attached to the provider/staff • Trust the provider • Resist changing despite competitors’ persuasion • Willing to forgive mistakes-relate to product harm crisis? ?
  6. 6. What is a Loyal Customer • Definition: customers with a long record of purchases from a preferred provider caused by their psychological and emotional bond with that provider • Are there various types of loyalty?
  7. 7. Types of Loyal Customers Frequency of Purchases Attachment - -+ High Loyals Latent Loyals Spurious Loyals Low Loyals + Frequency of purchases - -Attachment+
  8. 8. Differentiated Strategy to Loyalty Segments “Not all customers were created equal” • High loyals – most profitable, make them feel like family (20% of your customers) • Latent loyals – find out why they can’t come more often, find other ways they can help, don’t discount • Spurious loyals – come but don’t care, make them connect with you, make them wish for special treatment • Low loyals – don’t get distracted with them, but make sure they are satisfied (approx. 40-60% of your customers) ?
  9. 9. How to foster loyal relationships • Current loyalty programs • Ineffective in creating a bond • Most are simply frequency programs • Make people shop around and look for deals • Make customers price sensitive • Erode profits We can identify loyal customers but we don’t know how to generate customer loyalty
  10. 10. Foster Customer Loyalty • RIM (Resource Investment Model) • BC (Building Community)
  11. 11. R.I.M. Resource Investment Model Provider’s investment of special resources Customer’s investment of special resources Customer’s loyalty to provider Protect customer’s equity Loyal relationships facilitate special treatment Morais, Dorsch, & Backman (2004)
  12. 12. Types of Resources Love Status Information Services Goods Money
  13. 13. Types of Investments Give – to your valuable customers 1. Make sure that your special customers receive special treatment 2. Send cards for birthdays rather than just for the holidays 3. Make them feel unique (use name, compliment them for helping) 4. Educate them about front and back stage Receive – from customers 1. Give them opportunities to get to know you (your staff) 2. Help them become advocates of your company (merchandize, web) 3. Seek their opinion 4. Allow them to commit to you with a long term program ?
  14. 14. B.C. Brand Communities • Definition: group of individuals united through the consumption of your products • Harley-Davidson’s “HOGs” • Club Med’s “Gracious Members” • Characteristics • Communality – help and expect help from others • Brandfests are used to share history (Brandfests are events that bring consumers together in geo-temporally concentrated events and entail coordinated activities and brand happenings.) • Keep consumers to stay connected
  15. 15. Building a Community Community 1. Use a newsletter to share news about customers 2. Develop an online forum for customers to stay in touch 3. Organize annual events “by invitation” for VIP customers 4. Facilitate picture / story sharing 5. Help customers help each other 6. Give a name to the community 7. … ?
  16. 16. Action Outline 1. Select your market segment • Identify most valuable customers • Identify customers who might become valuable 2. Design a relationship-building service culture – Identify what type of treatment promotes customer loyalty – Identify what loyal customers want to give to you – Identify potential for the development of a brand community 3. Implement a loyalty treatment – Design specific communication strategy and message – Train staff to understand the importance and the process – Create opportunities to invest and receive investments – Generate a sense of community among your customers 4. Measure effects of program and redesign – Maintain constant communication with your loyal customers – Monitor costs and results of your program