Spring has sprung and people are coming out of their winter hibernation. So this month's blog will be focusing on getting these people back into your store. How do we do this, you might ask? By creating customer loyalty!
Merely satisfying customers will not be enough to earn their loyalty. Instead, they must experience exceptional service worthy of their repeat business and referral. Understand the factors that drive this customer revolution.
~ Rick Tate
It is important to note that creating a loyal customer is not an easy task, but it is a very important one. Customer loyalty is the driving force behind revenue and referrals.
I am sure you have all heard the statistics on loyalty, such as, "it is 5 times cheaper to retain current customers than attaining new ones" and "80% of your revenue will come from 20% of your customers". While these are not new statistics, their impact is still as strong as ever. Other than the intangible ways (great customer service, communication, showing you care), let's look at some ways that your pharmacy can improve customer loyalty and retention.
1. Offering services such as screenings and educational services, is a great way to show your customers you care about their whole health, and are more than just the person behind the counter. Diabetes, smoking cessation, heart health/cholesterol, are some good jumping off points, to name a few.
2. Setting up a loyalty program. Something that offers your customers incentive to purchase more than their prescriptions from you. Whether that is $$ off their next purchase or a tangible gift, it shows the customer that you value their business enough to reward them for their continued patronage.
3. Holding community events. While many people have customer appreciation events, branching out can help reach people in your community who aren't current customers. By holding a food drive, sponsoring a walk/run or helping raise money for a charity, you remind your community that you not only care about them, but you are one of them.