Every business wants loyalty. Improving loyalty is one of the greatest leverage tools in business. My upcoming eBook will explore how to get loyalty, but this example got me a little excited. You could consider buying loyalty with pre-paid pricing. The customers can purchase their own loyalty by paying upfront to be a ‘member’ in order to receive discounts.
Asking customers to pay for loyalty is different to earning it because 1) it creates greater perceived value of the benefits, 2) it allows you to give more immediate benefits, and 3) you get money up-front.
E.g. Perisher Blue ski resort allows customers to pay $48.00 upfront and the first six days skiing in the season are reduced by $20 each, days 7-9 are discounted $60.00 each. In a competitive market, competition is removed.
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1 comments:
It was very interesting for me to read that article. Thanks for it. I like such topics and anything connected to this matter. I would like to read more soon. BTW, pretty good design you have here, but how about changing it once in a few months?
Jane Swingfield
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