Define the basics for customer loyalty and have an entire store

Promotions, loyalty cards and nothing like loyalty. It is based on feelings and thus it is imperative that you be able to work with them. What does customer loyalty depend on? Many merchants want to split this with low rates, special discounts or a small percentage on club cards and other possible incentives of a material nature. At the same time, they forget that a person is acting according to a uniform lifestyle and does not have any other special situations dedicated to buying that they will not use anywhere else.

What is customer loyalty?

Lehits entrepreneurs are people who can handle emotions. That is why they are successful in business.

So what affects us in general? Above all, the values ​​we consider important, consciously and subconsciously.

What are values, how do they work, and how can they help you maintain and strengthen customer loyalty and increase sales?

“The merchant should not depend on another person in praising his customers.”

We can find them, for example, in the so-called Maslow’s pyramid. Not only does it list needs, but it also ranks them according to the importance people place on them.

Maslow's pyramid

It is not enough to work on material needs

Physical needs, which – it has been said – are considered more important by many merchants, can be found here in the basement (Physiological needs). So they are the least involved in decision-making and loyalty. It is logical. If someone only follows the lowest price, then they go to the person giving them the best offer at the moment. These are the shoppers who roam the stores with the specials posts and “pick up” the discount merchandise only.

It can be said that the fulfillment of material needs is a necessary but not sufficient condition. Sometimes it is also called Toiletries. These are needs that the customer almost naturally perceives (events, club cards, etc.), but which do not motivate him to be loyal. Let’s look at an example:

A customer does not go to a particular series because he has his club card. He has cards from all the strings around him. So he goes to where they have the biggest special discounts and there he uses the card to increase his benefits even more.

The idea that you can retain customers by consistently offering lower prices than other merchants is of course an illusion. Discounts have a competition, too. Especially for small retailers, it’s nearly impossible.

Meet the need for safety

Another value in the pyramid is security. It is often forgotten that it is also influenced by the store solution – clear layout, friendly sellers, clear rules. For older people in particular, a “safe” environment can have a huge impact on decision-making. Then the smaller stores operate better than the larger ones. A safer, personal approach From anonymity to self-service.

Social needs can be met through the creation and support of customer communities. They know this well, especially in rural stores, where people meet in front of the store and in the store not only to buy, but to talk and exchange information. Complicating matters further is the fact that salespeople know their customers and thus feel that they “belong here”. It is very important, all of us need to belong to some community in our life.

The need for recognition is being considered at all The most important value. It is said that most of what we do in life (if it is not just about survival) is primarily driven by the need for recognition. From the behavior and actions of children at home and at school, through employment, and life guidance to shopping. In part, this may even include a purchase at a low promotional price, if the customer expects to receive praise at home.

Lehits Principle: Show appreciation to your customers

However, a merchant should not be dependent on someone else in praising their customers. Not because such a recognition can be difficult to influence. It doesn’t always help for shoppers to party, because for many customers, special discounts are a natural thing, and they don’t need to be paid in any special way in this regard. So it is important to create such The environment that affects the need for recognition. This always depends on direct communication with the shoppers. In a self-service store without employees, it is difficult to show recognition.

How does recognition appear in the store? Treat customers as VIPs. Address them by name if possible, and pay attention to them personally. Pay attention to their opinions, discuss with them. Praise them for your buying decision. Respond to their comments and let them know.
On the contrary, what has a negative impact: neglected details. If a customer sees dirty floors, discarded shelves, display cases affixed to leftover stickers, but also sees damaged or poor quality goods, he might say, “Should I put up with this?” ( You can find more in the book Lehits for the 21st Century).

Finally, the value of self-actualization is practically a combination of the need to acknowledge some activity. Helpfully, it can be used by stores that focus on some hobby, from sports equipment to hardware stores. But also specialty grocery stores (vegetables, meats, cheese, etc.). Here, the client is primarily interested in a professional discussion, hence, of course, it is also imperative to show appreciation in terms of his knowledge and insight in the field.

What does a loyal customer look like

So a loyal customer is not the only one We are bribed with discounts. Most people take a pragmatic approach to this. It goes to you when you have a business, it goes to your competitors when they have work. He is not the one who comes to us yet. Tomorrow someone will give him a better “confession” and forget about his loyalty. Customers are also not loyal to stores as they serve them quickly. Does our partners’ loyalty depend on serving dinner at lightning speed?

Some might think so Shopping is not a marriage. It is simply a necessity that we want to deal with as quickly as possible. Oh really? Walk around the malls and see how people can spend hours and hours of their free time here. For us, shopping and everything that revolves around it is like the social life that has been happening elsewhere. Buying is one of the most important ways to cover your need for recognition and belonging. Of course, some introverted clients may have different opinions, but if entrepreneurs think so, they are in direct conflict with their interests.

A loyal customer also does not recognize himself by having your card in his pocket. Search your wallet. You will definitely find it there A stack of loyalty cardsThat you use rarely or not at all. When asked about it in the store, you are saying you have it somewhere, but now you don’t want to look for it. We often notice those who reward us right away, because feeling good here is immediately effective. When it comes to collecting points for so long, they become “out of sight, out of mind”.

We need to change our thinking

So maintaining customer loyalty doesn’t feel like a game. On the other hand, we know that attracting new customers can be ten times more expensive. So creating a loyalty system doesn’t mean buying software and creating cards in the first place. It is a change in business thinking. So far we’ve built on the numbers: prices, discounts, percentages, and margins. But customer loyalty is based on emotional intelligence and knowledge of their thinking. It is neither easier nor more difficult than setting competitive rates, it is different. Maybe unusual for someone ( But with the program Cashback World PLUS IM Everyone can do it behind their backs.)

So far, a successful businessman seemed to us to be a capable accountant and entrepreneur. So, in essence, as a person who does not enter into direct contact with customers, but rather controls their decisions indirectly, through prices or advertisements. This may work when you are trying to win new clients. However, such “automatic” behavior is not sufficient to maintain the existing behaviors. You won’t earn loyalty by figuring out some guidelines online on how to better target ads, grab attention on social networks, or someone will tell you a great marketing trick. Loyalty is based on human valuesAnd not on numbers and gimmicks. For intuitive entrepreneurs, such an approach is natural.

Pata served customers

The genius businessman Tomach Bata said, “If you want to build a big company, build yourself first.” His work had many loyal clients. This is because the prices ending at nine were just one of the commercial mosaic stones. All employees were taught daily that their highest job was Customer service. If no one understands, then there is no place for him in Bata. Today we often hear that a long time has passed, and that the modern era demands modern approaches. However, this is what people who did not reach Tomáš Ba witha’s ankles said with their results.

We can also display it in Baťa itself. At some point in the 1960s, when Thomas Bata Jr. decided that his father’s methods had survived, he replaced the exceptional community spirit with the standard “Harvard” model. From then on, it started going downhill with Ba anda and today it’s starting to fade. I recently read a sigh on the internet that my merchandise design looks like it’s’ 80s focus. But it follows the zeitgeist and is modern … But in intuitive marketing, the principle applies: modernity is what brings results

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