I think Loyalty died a natural death few decades back. I know people hate to hear the name anymore..Com on..this is 21st century and consumerism and variety are the name of the game..if you dont like – switch…switch numbers…switch music…switch jobs. Wow! looks like the consumer has everything today!!!
Fine..then may be i should not waste my time writing the blog (yeah and you not reading the blog..I get it)..May be for a few seconds, relax and think….We do buy the same brand of clothes, Seldom try anything other than Google to search..Are there any other ways to search! (In fact for a long time i thought Google was part of the browser company), Visit the same grocery store (I get it you do online shopping, but how many different sites you use?), stick to the same cinemas (And of course eat the same bucket of pop-corn or munch the same nachos), hear the same gossip, almost tune in to a same radio stations (And may be hear the same Ads!)..
I get you..not every time but most of the time on most of the above items..Ok so how did loyalty die?..Loyalty dint die. What has died is the rewards for loyalty. Deals & discounts have kicked loyalty out…Have you ever wondered why?..
A little flashback (Story is just beginning.. 🙁 )
In the black & white era, when there were petty shops around your home, when the vegetable vendor circled in your street(Recognized your mom by your name), when there were designated ‘Ranganthan Streets’ (Ref : http://en.wikipedia.org/wiki/Ranganathan_Street) in every town where you did bulk of your festive shopping and your cloth store guy identified your family (here it did not go till mentioning names) and not to forget the ‘family doctor’ concept (Sorry i dont mean the chain)..everything was run by loyalty.. And ofcourse our marketing gurus were not around at the time to write case studies and popularize the concept..But come to think thats how it was..
And the reward system pretty simple…the vendors remembered the best customers. They had different definitions of it however..May be for a grocery vendor it was regular customers (read daily) who haggled lesser or always lost in haggling and for a doctor it could be the number of family members signed up with him..Either way we cant forget the days when those few leaves of corriander came in a little extra into our hands and the (rare) occasions where the doc said, “its fine dont pay me” or when the clothier made a grand sum of Rs 500 and gave you a discount of Rs 5 with a “just for you” smile…
Then came the exodus of population into cities and the small town loyalty kind of got forgotten by the shop keepers, because of the sheer volume of consumers whom they dealt with everyday. For them it was not possible to recognize you or your family any more and hence you neither received the Rs5 off (ofcourse with the smile) or the extra corriander thrust into your hands
At MeDine, we ensure the more you visit a restaurant the more cool offers you get. We are building an awareness among the restauranteurs that their best customers should be nurtured and listened to. So we are trying to make the place you like better so that you can like them more..And hence we say “Dont waste your loyalty…Make them pay for it”!