Growing up, my parents constantly told me that if I was a good boy, Santa would leave me a present in my Christmas stocking.
When Christmas Eve finally rolled around, I would go to bed bursting with excitement, wondering what Santa got me.
I was usually up at 6 the next morning, clawing at the faces of my parents, begging them to let me unwrap my presents.
Santa seemed to have an occasional hearing problem though. Sometimes, he would get me exactly what I wanted, others, it seemed like old age was catching up to him…
Now, you may be wondering, what does Santa have to do with Amazon? 🤨
Well, let me explain!
Have you ever had a loyal customer stick with your brand? I’m talking repeat purchases, referring friends or speaking about you in ways that would make you blush? 😳
How do you thank them? With a coupon code of X% off their next order?
HEADS UP. YOU’RE A SHITTY SANTA.
Now, before you pull out your pitchforks and call me a false prophet, give me the chance to explain
There is nothing wrong with promotional or branded items, they just aren’t gifts — period.
You’re just telling your truly loyal customers that they’re nothing more than a number.
Nothing feels more dehumanizing than that. You’re also passing up on a chance of converting them into a flaming hot brand advocate. (and let me tell you, nothing sells more than referrals)
TAKE A PAGE OUT OF SEPHORA’S BOOK 📖
When you have spent $1000 or more in a year, they congratulate you with a VIB(Very Important Beauty Insider) Rogue package.
It’s a black padded envelope with red and sliver printing. Pulling the insert out of it, you see “Welcome to the top. There’s a special place for people with a serious beauty addiction. It’s called VIB Rogue.”
Below the insert lies a metallic card that’s so polished that you’re able to see your own reflection.
On top of that, the package also included a custom lipstick in a unique color only available to VIB Rogue members.
Truth be told, I would probably splash another $1000 for another package like that! 😆
(talk about making the customer feel special!)
NOW COMPARE THAT WITH A GENERIC THANK YOU EMAIL WITH X% OFF?
You’re smart. I’m sure you don’t need me comparing the two on which helps to engineer a better brand experience.
You want your customers to be as excited as a kid on a Christmas morning when you get them a gift.
Don’t be a shitty Santa.
A 5% improvement in customer retention rate can yield as much as a 90% increase in profits.
Work on your brand experience, I PROMISE you it’s going to skyrocket your profits.
HERE ARE SOME SMALL TIPS THAT MIGHT HELP
- Decide on a threshold where the customer crosses over from a regular customer to a VIP customer
- Then, go out of your way to build a system that showcases your love for them. It can be anything. Just get creative.
- Personalize the gift if possible
Research has shown that hearing the sound of your own name lights up unique areas of your brain. Can you imagine how the customer would feel having a personalized gift? It doesn’t have to be expensive, really.
Study the little things — pay attention to the micro-interactions your customers have with your product
What would they REALLY love to have? Who do they idolize? Could you enlist the help of an influencer to shoot an ‘exclusive’ video for people who crossed the threshold?
AT THE END OF THE DAY, IT’S REALLY ABOUT THE CUSTOMER EXPERIENCE
If you’re able to build an unbeatable customer brand experience, you no longer have to worry about competitors and copycat sellers.
You’ll have carved out your very own piece of land, and your customers will die defending it for you.
And that’s where I would like to be.
Questions?
Feel free to send me a message here and I would love to chat with you.