Repeat customers are the lifeblood of any commercial enterprise. Their recommendations, reviews and referrals make for a powerful marketing tool. Strengthen your relationships with this key customer group by saying thank-you with well-chosen gifts and thoughtful loyalty programs.
Strike the right note of appreciation with a handwritten thank-you. © Swarovski
Loyal customers not only keep a business’s revenue flowing and potentially growing, they are also among its most powerful brand ambassadors. Nothing beats a word-of-mouth recommendation from a satisfied client – it’s one of the most trusted forms of advertising and it’s free! In an age when consumer choice is hugely influenced by online reviews, positive feedback from repeat customers has become incredibly valuable.
It Pays to Retain Customers
Nurturing your loyal customers has a measurable impact on the bottom line. It costs five times more to find a new customer than to retain an existing one. And according to research by Professor Earl Sasser of Harvard Business School and Frederick Reichheld of Bain & Company global management consultancy1: increasing retention rates by just 5% can boost profits by 25% up to 95%.
So, how best can a business strengthen its relationship with its repeat customers?
Taking the time to acknowledge a birthday, a special celebration, or a milestone event is guaranteed to generate goodwill and make the customer feel valued.
Raise an elegantly crystallized glass to toast a job well done. © Swarovski
Reward Loyalty, Reap the Benefits
Another highly effective way of making this customer group feel appreciated is via a loyalty program where points earned can be redeemed in the form of well-chosen, premium-quality gifts. What’s more, it incentivizes customers to choose your products or services rather than those of your competitors.
Swarovski’s superb collection of stylish corporate gifts is well-suited to customer loyalty programs or to one-off tokens of appreciation. A set of two elegantly crystallized sparkling wine glasses is the perfect way to wish a customer or client Happy Birthday or celebrate a business success, while a cute character from the Kris Bear collection would make a heart-warming gift for someone special. To leave a lasting impression, give a thoughtful personalized gift, such as a necklace whose pendant features the recipient’s zodiac sign. Whatever the context, a Swarovski gift is a simple yet effective way to reward customer loyalty.
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