The Man Who Buys Lilies Every Friday
He comes in most Fridays for the same lilies, and once a year for his wife’s birthday. Over ten years he brings in more than a wedding does, and nobody at the counter knows his name.
What a regular earns
Points on an order
Per order or per rupee, as you decide. Held against the customer, not on a card that lives in a wallet somewhere.
Redeemed at the counter
Taken off the bill while he stands there. Anything that needs a form or an app will never be used.
A reminder before they lapse
Points with an expiry are a reason to come in. Points that expire silently are a reason to be annoyed.
The same balance on any channel
What he earned on the website is what he can use at the counter, because it belongs to him and not to a till.
Being known is most of it
The counter sees his past orders when his number is entered. His wife likes white roses, and he always wants them wrapped in brown paper. That counts for more than any discount, and it costs you nothing but the record.
Before you decide what to give away
- Who is redeeming, and who is quietly sitting on a balance
- What a loyal customer spends in a year, against a walk-in
- Points given out this quarter against the orders they brought back
- Regulars who have not been in for three months
Points cannot rescue a bad bouquet
If the roses drooped by the evening, no balance brings that customer back. Loyalty schemes reward people who are already happy, which is a smaller and better group than the one most shops aim at. Get the flowers right first.
Frequently asked questions
Points or a plain discount?
For most neighbourhood shops a simple discount for regulars is easier to explain at the counter and easier for the customer to believe. Points suit shops with a website and repeat gifting customers. Both are set up the same way.
Can a corporate customer be in the scheme?
Usually it is better to keep offices and hotels on a rate agreed for the contract. A points balance means little to an admin manager who is comparing three quotes on price.
How does the customer know what he has?
The counter sees it when his number is entered, and it can be printed on the bill. A reminder can go out before points lapse, which is the message people actually act on.
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