Customer Loyalty

[garner]

Friday's new customer loyalty program has some interesting bits, mainly that the emphasis is not on discounting, but in giving preferential treatment to loyal customers.

http://www.nrn.com/breakingNews.aspx?id=356668&menu_id=1368

Skip the line and get a table.
Preferred parking.
Advance notice of new promos.

Treating the guest like a welcome guest instead of addicting them to discounts? We love it.

[soonerfan63]

I like that their emphasis is away from discounting. That is something I recently learned from you and am slowly implementing at the Planet Smoothie store I manage. We don't have a true loyalty program, except for our refillable mug (10% discount) but would like to get one that is not discount-based.

[garner]

How can you make your regulars feel like they get the benefits of being a regular?

Every once in a while give them a free upsize. Add a blast to their smoothie, but let them know you're doing it. It's the "regulars' perks" that give people a feeling of ownership to your store - those are the folks spending the most money and spreading the most word of mouth.

(For restaurants you could upsize their drink, give them a cookie, add a side for free, give them an extra chicken finger now and then - almost anything you would do for friends visiting from out of town. There is no discounting, only relationship building.)