Local loyalty – a lifeline for independent businesses

It goes without saying that local loyalty is especially important for independent businesses in the UK. So, what can be done to encourage this ?

· Provide exceptional customer service

“People remember you for all the right reasons; they like what you do, come back for more and tell their friends”

Getting to know your customers by name and understanding their preferences can make a real difference. By offering a consistently good service, through reliable product quality and a friendly attitude, your customers are far more likely to return. Happy, loyal customers are also more likely to spread the word about your business and promote you to others.

· Refer-a-friend loyalty program

A refer-a-friend program rewards existing customers with discounts or offers for spreading the word to their friends and family. A great way of saying “thank you” boosting word of mouth, increasing new customers and nurturing customer loyalty.

· Offer local loyalty programmes

The rewards you offer customers can be entirely unique to your business. Some examples include:

· VIP early access - customers can join the rewards programme can have priority to sales or additional instore discounts.

· Freebies - those making multiple purchases over a period of time could be entitled to choose from a selection of complimentary items as a thank you gift.

· Points-based loyalty program - for every pound spent, customers earn points which can be used as a future discount.

A loyalty app, such as LoyalFree works well this type of loyalty programs and is currently utilised by 40+ BIDs and Councils, covering 70+ towns and cities across the UK. According to Airship: “69% of adults are more likely to use their loyalty card if it’s on their phone.” It works by offering the ability for your customers to:

· Collect loyalty stamps and rewards

· Have access to quick and easy discounts

· Enter competitions

· Free to download

· Engage with the local community

Participate in local events, boosting your visibility and showing your commitment to the community. Supporting local charities, sponsoring local school events or participating in fundraising activities can all help build your profile in the local community.

Collaborate with other local businesses to offer joint promotions creating a network of support with benefits involved for all.

· Birthday treat

Giving customers a complimentary treat such as a free product, complimentary glass of wine with a meal or a free cake with their coffee is a perfect way to make them feel valued and builds loyalty.

Encouraging customers to share their birthday is also a valuable piece of marketing data. For example, a local restaurant could send a targeted marketing email encouraging customers to celebrate their big day with a free glass of fizz.

In summary

“Loyalty is a two-way street, if I’m asking for it from you, then you’re getting it from me” a quote from Harvey Spectre – Suits.

Building and maintaining local loyalty is key to long-term success for independent businesses, especially in the face of competition from online stores and rising costs. Loyal customers often act as ambassadors for local businesses, where with limited marketing budgets, positive word-of-mouth is one of the most effective ways to attract new customers. Loyalty schemes do not need to be complicated or expensive, have a think about what you can start doing today.

If you want to find out more about how Expression supports independent business owners who love their customers and love their business, visit www.expressioninsurance.co.uk