What are some ways to build a loyal customer base?

The importance of customer retention has led to approximately two-thirds of marketers implementing some kind of loyalty program for their customer base. In the wholesale side of our industry, there are volume-buying programs that lead to better pricing levels, and some distributors will pay freight for customers if individual order amounts exceed a certain dollar target. These programs are all implemented in an effort to build brand loyalty and to keep customers coming back. As a customer frequents a specific business more and more, a level of trust gets established that cements the bond between the customer and the business. Loyalty programs take this a level farther by making a customer feel as though they get added value.


Eric Priceman Victory

Eric Priceman

Eric Priceman is President of Victory. In his almost three decades in the awards and engraving industry, he has traveled extensively, both domestically and internationally, visiting customers and suppliers. He is happy to share his unique perspectives of the industry, both past and present. Please feel free to contact Eric by email at [email protected] or by phone at 773-637-7777 ext. 228.

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