5/08/08

Loyal customers like surprises, C28.com finds

C28.com, a retailer of Christian-themed apparel and other products for teens and young adults, has found the element of surprise in a personalized customer loyalty program drives up sales, web site administrator Justin Palmer says.

Paul Demery , Managing Editor, B2B E-commerce

 

C28.com, a retailer of Christian-themed apparel and other products for teens and young adults, has found the element of surprise in a personalized customer loyalty program drives up sales, web site administrator Justin Palmer says.

The retailer considered launching several months ago a more formal customer loyalty program that would routinely offer repeat customers discounts on additional purchases. “We decided to go with a more informal program, where we review our customer file monthly, recognizing our top customers,” Palmer says.

Under its new program, C28 conjures up a number of different types of customer communications to build on customer loyalty. It has e-mailed its best customers a “VIP” coupon code for a discount on future purchases and sent them hand-written thank-you cards from its customer service manager.

“Because customers are not expecting these extras, we think it is even more impressive than if we had created an official loyalty program,” Palmer says. “We continue to see our repeat business grow significantly, and we receive at least a dozen thank-you e-mails per week.”

C28 also operates 13 stores in California, Virginia and Florida.

 

Topics:

business, Loyalty business model, loyalty program, Microeconomics, pricing

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