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Instilling customer loyalty

My husband was recently given a new Playstation 3 through a promotion from one of his suppliers. So of course, this meant a trip to our local game shop to buy a new game to play on it. No, we didn’t go to EB Games or JB Hi-fi. Not even Big W or Kmart. We went to a small local business called Sunbury that my husband has been a customer of for the past 21 years.

Yes folks, you read it right. 21 YEARS. He has been buying games from this shop since he was a teenager. From his Atari console (remember them?) to his most recent game purchase for the new PS3, he has purchased them all from this one store. Sure, we’ll go to the big stores and have a look at new releases, but we will always go to Sunbury to make the actual purchase.

As business owners, we all dream of finding that client who is loyal and stay with us for years. In today’s competitive environment, price seems to be the key to getting new customers. Consumers are given so much choice that they can afford to shop around and tend to go the business that gives them the best price. If they think that what you’re offering is too expensive or someone else gives them a better price, they switch.
For anyone providing a service or selling a product, this means that it’s now becoming more difficult to retain customers for the long term. So I decided to find out from my other half what keeps him coming back and how this store has managed to instil such unswerving loyalty in such a fickle industry.
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