Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Christmas highlights a flaw in the old approach to shopper loyalty

Mark Fletcher
December 23rd, 2013 · No Comments

With Christmas holiday migration under way we are seeing more shoppers from interstate. I was in a newsagency on the weekend and was delayed by an altercation between a sales person and someone from interstate arguing about getting VIP points for a $100+ purchase. The shopper argued that if the business was happy to give points they should get the discount because they would not be back in the shop.

The next customer in line, the customer before me, was given the pitch about signing up for the loyalty program and they had questions.

Efficiency in handling transactions at the counter is vital at Christmas. Treating all customers the same is also vital, this includes ensuring that all customers have access to the same deals.

The same day I shopped this other newsagency I served a customer in my newsagency who received a $3.00 discount voucher from a purchase of boxed cards. She commented that she was from Sydney and wouldn’t be back.I suggested she could spend it right away. ┬áTen minutes later she purchased close to $100 worth of our Christmas chocolates. You got me she said with a smile. Yes, we did.

While I understand the value of building a view of shopper loyalty, I am getting more economic value from the more immediate and more easily understood discount vouchers.


Category: Newsagency management · newsagency marketing

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