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Get Them Coming Back For More

Charen Smith

June 13, 2008

When you’re designing your color printing, who is it that you have in mind? Are you trying to target the people who are already shopping at your store, or are you trying to draw in the people who don’t even know who you are yet.

Quite often the answer is going to be the latter of the two. After all, why focus on the people who are already giving you business when you can focus on getting even more people into your store.

My question is what happens when the people who have been shopping with you decide it’s time to move on to someone else? Are you giving them any real incentive to stay with you?

I want a company to care about the business I’m giving them. The impression I often get is that they only care about me until I come in and shop. Once that happens they decide that they’re job is done and they don’t need to do anything else. If they don’t care about me I find myself not caring about giving them anymore business.

Getting a person to keep shopping with you is a lot easier than pulling in someone new. The loyal customer knows who you are and trusts that you’re going to do a good job, but that only extends so far if they feel like they’re being ignored.

Come up with ways to encourage people to stay with you. The first step towards this is understanding exactly who your loyal customers are. Figure out what it is that they like about your store, what products they prefer, what deals appeal to them the most. Keep a database of all of this information so you’ll have easy access to it.

Now that you know who they are you need know how to best appeal to them. Offer more specials on the product they have the most interest in buying. The more focused your color printing is with any kind of advertisement the greater your chances are of catching a person’s eye.

Certain types of advertisements might work better with them than others. If brochures seem to have the best success rate, make sure to get more brochures printed. The same would go for flyers or catalogs or whatever kind of color printing seems to be working. This is something you can only accomplish with established customers. After all, you don’t know anything about people who have never shopped at your store, so you can’t know what their tastes are.

Another great way of rewarding people is by offering specials specifically to loyal customers. The recent trend in loyalty cards that get punched out each time a purchase is made until the customer gets something free is just one example of an effective strategy. When I know I can eventually get something for free, I’m much more likely to keep shopping at a certain store.

In the race to get as many customers as possible, make sure you don’t lose sight of those who are keeping you in business to begin with. Reward the people who have built your company into what it is today. Don’t take your customers for granted.

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