How to cultivate in customers love for repeat buying in a food retail chain
First experience – appreciation and incentives
In Udmurtia, a food retail chain with over 120 outlets faced a common problem – having shopped once, customers hardly ever came again and rather did shopping in competitor shops.
The retail chain used 1C system for sales recording, although it generated standard reports only.
The customer base was depersonalized and based on the loyalty cards only.
There was no communication with customers or newsletters about promos, except for printed advertisement and expensive SMS distribution.
The retail chain director decided to establish proper interaction with the customers based on the ultimate customer-friendly service and customer-oriented approach. THE FIRST SHOPPING EXPERIENCE made first impression. Having made the first spend a customer had to be appreciated and realize that EACH customer was respected despite of the number or amount of purchases or status. Additional “100 welcome bonuses” would certainly be credited to those who had the first experience and received a loyalty card.