Customer loyalty marketing is an effective marketing strategy that has been around since the mid 1990s. Air miles programs and membership cards are examples of how it works as a strategy to increase customer loyalty. For your detailing business, this is an excellent way to reward customers who condone your brand and to build on that existing customer loyalty bond.
Customer Loyalty Marketing in Action
1. Optimize Your Customer Loyalty Marketing Campaign
An optimal customer loyalty program should be mutual. In other words, your program needs to benefit both your customer and your business. As such, you must offer some sort of reward or prize which they want and can attain. There are actions they must engage in or fulfill to get the prize. Furthermore, it is best to provide incentives to get their quick buy-in into the campaign. This is also known as the artificial advancement wherein the customer advances into the campaign with enticing freebies or perks.
2. Customize Your Customer Loyalty Marketing Initiatives
This point mostly refers to your existing customers. You should already have some information about what they like or dislike as far as detailing goes. They will probably have individual preferences that veer from your standard detailing packages. Take advantage of that knowledge. Consider offering specially customized detailing packages that matches their wants.
In turn, you can negotiate for their commitment to a minimum of 3 sessions. To create the buzz in moving the process along, you may want to offer them a discount on the package to get their buy-in.
3. Make It Exclusive
Exclusivity does help building customers loyalty. Therefore, think about how to include it in your customer loyalty marketing plan.
Where your regulars are concerned, consider creating an “elite” group of selected individuals. The crème de la crème of your best clients. For instance, set up a group of people who have frequented your detailing business at least 12 times in the past two years and who have introduced at least two new customers. Reward them on special occasions or holiday seasons with exclusives such as free auto-related accessories, cool-looking t-shirts, mugs with your business logo or tagline, etc.
If your business philosophy is on eco-friendly services and products (like ours), you can use your exclusive prizes to link to that, too. When they use your detailing services they are, in effect, reducing their water and waste water footprint and backing your business ethos. In practice, you can create a small card with 10 boxes that you stamp once each time they use your services. Once they get the 10 slots stamped, you reward them with an exclusive prize.
4. Make It “By Invitation Only”
When you host or co-host special launches, charity, or fundraising events, you may block reserve seats and send out invitations to a select group of your regular customers. Incentivize them by saying this is a limited, first-come-first-serve loyalty promotion. Explain that it rewards those customers who have accumulated at least 10 detailing visits on their membership card or who have referred three customers in the last 12 months.
5. Become a Customer Loyalty Marketing Innovator
Experiment with various campaigns to get to what best appeals to your various regular customer segments. They will not mind. In fact, customers like to feel appreciated and by expressing your gratitude towards them in the form of rewards, it comes back full circle to reinforce their habitual and emotional attachment to your brand.
Customer loyalty marketing is a separate marketing discipline of its own. There are endless opportunities to come up with exciting, engaging, and rewarding loyalty initiatives and programs for your customers. All you need to do is spare the time to sit down, collect the information you need, and plan thoroughly.
If you are enthusiastic about running your own car detailing business, but feel insecure when it comes to the nuts and bolts of marketing, why not consider a growing franchise family like DetailXPerts? Our dedicated marketing team will support you in executing effective campaigns, including joining our own customer loyalty marketing program.
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