Here we are at another Friday evening, the wine is open, my working week is beginning to wind down. Allow me to tell you about what happened to me this week.
Introducing my parents
I went to visit my parents. Throughout lockdown I have followed the rules, they are in the vulnerable category and I have done everything in my power to protect them. We have graduated from daily calls (My mother is now adept at video calling), to parking alongside each other in an outdoor space, to sitting distanced in a back garden, to standing in doorways, to actually sitting in the same room. I have yet to touch them but it is a small sacrifice to know I am keeping them safe.
‘Anyhoo’, that’s not my point. This week’s visit was timed around the arrival of their new bed. Again, this bed held within the promise of more comfort and more sleep. As a panacea to increasing age and ailments, this bed mattered. This bed was being delivered by the same company from which they have bought the majority of their beds, and other furniture for the past 50 years. Once again, my parents traveled all the way to my father’s birth town to make their purchase. Why? You may ask. Why? I asked.
How do you create customer loyalty?
Our daily lives are infiltrated with every marketing trick in the book, attention grabbing headlines, catchy subject lines, sales, banner re targeting, adverts, discounts, constant sales, offers…constant noise. Customer loyalty is the holy grail, what must we do to make it happen?
And here’s the thing
My father has remained loyal to this particular furniture shop because, just after the war, in 1945, 75 years ago, this company sent out a quarter of tea and two pounds of sugar to all their customers, two of whom, were my father’s parents. It was enough.
Why so loyal?
75 years of loyalty, thousands of pounds of custom, for a quarter of tea and two pounds of sugar. In my father’s words, ‘You couldn’t get it, I have no idea how they did it, but they did, and I have never forgotten it’.
How About A Return to Values that Matter?
I’m just going to leave that there. Enjoy your weekend.