March 3rd, 2016
The two stores make purchases 45% in three or more – about 30%. As noted above, it can not talk about distribution of the target audience for loyalty, but it may indicate the source of the future loyal audience. Why shoppers visit each store, along with yours? Most often, the reason lies in the difference between the retail formats. District elected a supermarket for everyday small purchases, a hypermarket – a centralized 'shopping weekend. " It is reasonable lifestyle, and does not imply disloyalty. But why is there third and fourth shops? The answer to this question reveals the features of disloyal segments.
It remains only to find out the reasons for which you divide the purse buyer with your competitor. Maybe your sales are not too friendly? Queue? Air conditioners do not work? No tables for packaging? Stale fish? No ingredients for making sushi? Look, communicate with buyers, and you will find the problems that these people do not able to forgive you. Summary. As part of the target audience of any shop, there are many subgroups that you somehow do not like. Among these people there are those who because of the nature or attitude closes its eyes to these details, and there are those who elevate them to the rank of global problems. These are the two poles of loyalty and the challenge for any task the program is to shift the proportions of the audience toward the loyal. It is important to remember that financial incentives – one of the most simple, and perhaps the weakest argument in the upbringing of customer loyalty.