Customer loyalty programs

Now almost all major trading networks in the pursuit of the buyer are developing and actively introducing a system of preferences for their regular customers. For these purposes, sales are arranged, discount cards are introduced, discount system works. All this, of course, is beneficial for the growth of trade volumes, and, accordingly, the revenue of a commercial object.

In recent days, a new concept has emerged, which aims at attracting new customers and retaining old customers, the so-called "Loyalty Program". Customer loyalty means the buyer's positive attitude towards a certain type of product, its trade mark, the trade object itself, the services provided to it, which is developed on an emotional level. In addition, customer loyalty is understood by some professionals as a kind of trust credit that takes place for a specific object, personality, product, or even locality. This trust credit helps with a slight change in the characteristics of the object for the worse, however, do not turn it away from the buyer. A loyal customer will always be loyal to the same brand, firm, services that he receives from the company, and will never look to the competitors.

To develop a loyalty program, not discounts are used, but a comprehensive approach to customer retention, with a focus on his emotional sphere. So, for example, some shopping facilities within the loyalty program are ready to provide their customers with very attractive lending conditions, other stores lure exclusive prices to a certain group of goods, and there are those that are important for objects days (birthdays, holidays) to give their customers with memorable small presentations. Such actions and actions are undoubtedly delayed in the human consciousness, have a positive color, as a result of which the buyer becomes a client of the commercial object again and again, leading to friends with them.