I’m quite concerned about the stir cause by the knowledge that some etailers are delivering higher prices to returning ‘loyal’ customers than to new customers. What does this say to me as a loyal customer? It says; “We are complacent; we take your custom for granted so we will treat you like a mug!”
Of course we expect introductory bonuses and such for new customers, but loyalty is hard-earned and loyal customers should be nurtured.
It is often said that high street retailers can learn a lot from their electronic counterparts, but this is a case where etailers should take a leaf from the book of bricks and mortar retailers – why do you think they have loyalty schemes, give points and exclusive gifts etc? Because it costs a lot to secure one new customer, and far less to hang on to, and make money from those you have got. Get greedy and those repeat customers will soon tell you where to stuff your cookies.
