What Really Earns Loyalty in the Local Business World?

Ecompromo | February 8, 2016 | SEO Resources

Posted by MiriamEllis

St. Valentine’s Day is on the way, and I’ve been thinking about love and loyalty as they apply in the local business world. It’s been estimated that it costs 7x more to acquire a customer than to retain one; in my city, most of the major chains offer some type of traditional customer loyalty program. Most rely on a points-based system or an initial sign-up investment to receive benefits, but I wondered about Main Street.

I picked 15 locally owned businesses at random to see if they had created loyalty programs, and then I checked Google and Yelp to see if any of these programs had been inspiring enough to generate mentions in reviews (the most obvious online signs of devotion or dismay) in the past year. Here’s what I found:

Business Model Loyalty Program Mentions in Reviews
Toy store $10 coupon for every $200 spent; $5 birthday card gift; teacher discount 1 mention
Grocery store Grocery purchasing card that donates to local schools 0 mentions
Video store Rent 12 videos, get 1 free 0 mentions
Craft store Senior Tuesday 10% discount; birthday discount of 20% 0 mentions
Hardware store No program N/A
Bookstore Purchase $25 rewards card and get 10% off of purchases for 1 year 1 mention
Restaurant Complimentary birthday or anniversary dessert 0 mentions
Deli No …read more

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