Online store merchants, like other conventional traders in fast moving consumer goods and allied products, in their quest to grow their businesses have come up with ingenious ways of rewarding customers’ loyalty, reports TONIA ‘DIYAN
Online shopping portals across the country are not leaving anything to chance to grow their customers’ base. And like their counterparts in real time sales, they know too well that the strategy to retain customers and get prospective ones, gives birth to improved sales. They, therefore, would not want to be left out of this, as they are spreading their tentacles to consistently indulge in purchase-driven loyalty promotions, knowing the benefits involved.
Little wonder, former Broll Chief Executive Officer, Mrs. Gbadebo Erejuwa, once said just as savvy retailers are defining innovative ways to achieve the benefits, most importantly, their customers’ loyalty, online merchants are also in the race.
“While the concept of loyalty is nothing new, we are also seeing a significant surge in retailers investing in loyalty programmes that give them valuable insight into how to better meet their customers’ needs,” she said.
According to her, online stores have also caught the bug, imbibed the trend and have kept it going in few years of their existence. “They are aware that if they reward their customers, they will want to visit again and again,” she added.
Since online shopping gained a foothold in this part of the world four years ago, it has continued to thrive to satisfy shoppers, particularly, the doubtful ones, who do not believe that something as good as buying and paying for items in the convenience of the home is possible in Nigeria. But like the shopping malls, online stores appreciate their customers in diverse ways apart from the usual discount offers, price slash and other seasonal offers they give to shoppers, who buy from their website.
A retailer, who wants to connect with his customers, does things beyond the usual care he offers at the sales-point. Those retailers, who do not sell online, have over the years resolved to consistent provision of purchase-driven loyalty promotions in form of monetary or material rewards, giving out shopping vouchers to their loyal customers for their steady patronage over a period of time. This, they say, helps them to keep their old customers, meet prospective ones apart from enjoying improved sales.
The online stores are confident that they have outgrown their teething problems and have proven themselves worthy. They said they now have prospect for further growth as they have become fully acceptable in the delivery business.
For operators, the number of people, who now patronise them across the country and beyond is continually on the increase as they enjoy convenience, transparency in service delivery, availability and affordability of their choice items, among other benefits, which includes the reward programme.
Aware that loyalty programme is one of the many ways of boosting sales and as a matter of fact, the strongest, former head of Public Relations and Marketing, Kaymu.com.ng, Tomiwa Oladele, said: “As the year unfolds, we have more exciting campaigns, promotions, and giveaways in store for our customers to express our appreciation for their patronage. We are aware that our customer is king and as a result, customer service efforts at Kaymu.com are optimised to ensure that they are satisfied with our services and those of our sellers whom we connect them with, an online market place, we bring buyers and sellers together under one roof.”
Oladele added that as a brand, her firm extends the customer experience beyond customer service to reward systems that ensure customers feel appreciated.
Corroborating Oladele, Head, Offline Marketing, Yudala.com, Afam Anyika, threw more light on the reward programme when he said: “The priceless value of our customers to our business cannot be overemphasised. Our promise has always been to consistently provide them with convenience, professional service, and an excellent shopping experience.”
The essence of reward programmes, Anyika said, “ultimately reaches down to providing customers with a delightful shopping experience that is hinged on great deals and best prices or incredible discounts on quality products. We have in few years of our existence provided various initiatives that have been carefully tailored to reward our customers.
“For instance, our Customer Appreciation Day is an annual event where we thank our customers celebrating a great year together and a time when we not only continue to build e-commerce in Nigeria, but also a day we provide them with exclusive massive discounts on selected premium products across all categories in our store,” he said.
Citing examples of such promos, Anyika said this is one of many such initiatives carried all year round. During our Black Friday sales, we would sell what we name ‘Awoof Vouchers’ pre-sale’, where customers who buy vouchers up to N 20,000 can have value doubled.
“Ultimately, we are a very innovative company with a world class experience in retail; seeing the value we place in our customers, we strive every day to put smiles on their faces and ensure we remain the online shop Nigerians continue to trust across every level of our operations,” he said.
