Seth Godin outlines a simple loyalty lever product manufacturers can use:
If you put a little less in the box, people will run out sooner and have to buy more.
If you give people a little more for their money, they'll purchase less often, but become more loyal.
Most big companies are in the "little less" camp. Think: giant chip bag that's full of mostly air. "Warning: measured by weight, not volume" with a bag the size of a swimming pool.
Which is why store brands and cheap substitutes eat into their market share.
A little more can even be a complementary product. Sell a book, throw in a few bookmarks. Sell a dress, throw in a scarf.
Measure the different levels of customer loyalty with Repeat Customer Insights. It uses various models to segment and grade your customers based on their behavior.
Eric Davis
Measure your customer loyalty
Measure the different levels of customer loyalty with Repeat Customer Insights. It uses various models to segment and grade your customers based on their behavior.