Let's think about why a good wife like bad husbands? Today, it is not true, or are we just less notice this, but recently the drinker, wrong and rude husband was a significant part of our Slavic folklore. The life of those unfortunate wives seemed kromešnym Adom, but once again othodiv the offending spouse pan, after they bitterly regretted confessed, repented and vymalivali his forgiveness. And they did this not because nowhere kids on stalls and salary of 90 dollars. They were true to their relationship, its history, soaked in a little funny, endearing, intriguing adventures and misunderstandings with terrible secrets. Simply correct relations.
The term "loyalty" is the foreign language reflected – loyalty. The harsh wife was loyal to her husband and the only reason was willing to forgive him all the worldly blemishes. Was ready and able to forgive. "Jumper" is a very important addition since, only being able to forgive, we do this without heavy trace on his soul. Loyalty, its nature, bases and sources we dedicate this material. And because our business is marketing, it then goes about the loyalty of the consumer. Thoroughly shake up stalled on the use of so-called "loyalty programs"-the purpose of this article.
What awaits the retailer from its customers, in addition to them as much as possible? To come more often, bought more and recommended friends to walk in this store. Collectively this profile fits into the definition of "perfect buyer, but clearly not enough perspective. And in the future we would like to see it whole life went only to you, not to take seriously your competitors and with a smile turned a blind eye to the grubiânov-sellers and the dust on the shelves. All of the above is the result of many factors, independent and not dependent on you, including the result of loyalty. In turn, the customer's loyalty is a versatile system of its positive relationship to your store. Loyalty can be weak or strong, and the severity of its largely depends on you. And to understand this more, take a look at what awaits the buyer from the seller.
What does the buyer?
Every consumer in some way has four main types of resources: material, time, cognitive and affective. The top manager of a large company a lot of money and talent, but absolutely no time and seldom remain on the manifestation of emotions. The unemployed have little money, but full time. Low-skilled worker has neither the time nor the money in sufficient quantity. Consciously or unconsciously, people seek to balance these resources in proportions, bringing them the greatest satisfaction. In other words, the top manager to save scarce time to be able to spend money on proficitnye emotionally vivid journey, for example. Therefore, queues in shops, traffic jams and delayed flights are a much bigger problem than too high prices. In addition, owing to the high status of his usual attitude and rudeness of the seller in the store it is inexcusable.
So, the main desire of the buyer – buy the necessary with the least losses of valuable it resources. It is a "valuable resource" for him, and not just "faster, cheaper and easier" as too wasteful buyer Gina school girl turns into a meaningless fall in profits. Valuable resources for different groups of consumers is individual, so without careful study of this structure will not be able to please them. If the company will possess the abilities to save valuable resources to their customers is half the success is guaranteed.
It is the first principle of achieving true customer loyalty – "not to take away important». Give managers too much time without delaying them in queues and in parking lots. Take less money than the rich, who did not notice this rebate, and with the poor, for whom it is really important. Don't make the tired of evening shoppers find the right product throughout the store. Select a single counter for athletes and fans – we have an order of magnitude more than diabetics, for whom everywhere have their own shelves. Do not provoke your rude and emotionally reserves exhausted buyers rude salespeople. In General, do not deprive the buyers what they dearly and appreciation for this very soon transformed into loyalty.
The second principle of achieving loyalty – give the missing. " This is a very harmoniously complements the first principle. What is today the chance to get in the middle of the Moscow supermarket employee information about the calorie content of products or advice about what meat is best for frying? Virtually zero. A lonely man whose every minute of communication – treasure, can rely on simple human attention in the store? Never. And it's not that cost savings leads to uneducated and uneducated. In the absence of
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