Recession As Loyalty Opportunity
By Joshua Tretakoff | VP, Account Management
It seems the news is filled with the concept that we are headed for a recession. Obviously, that kind of news usually does not incentivize a customer to buy more. But take a look at the image below; it’s from an email I received from a national cycling retailer. They look at this as an opportunity to engage their loyal customers. But note the tactics they employ:
- A personal-style letter, expressing understanding and sympathizing.
- Emphasizing the loyalty program as a benefit of their already smart patronage. Almost to say “We know it’s tough, but look at the benefit you already have over someone new.”
- A focus on savings.
Nice to see a retailer using loyalty in a topical, focused way to communicate effectively. This retailer’s normal strategy is to blast with flashy graphics about how cheap they are; this classier approach emphasizes belonging and has a more personalized feel to encourage the customer.
