A marketing program by any other name…
Recently I received a postcard in the mail from Leaded Glass Design, a local, family-owned business that specializes in stained glass orders, classes and supplies. What caught my eye on this particular postcard, however, was the clever name of the company’s loyalty program. The text is as follows:
RSVP
Receipt Saver Value Program
Your receipts are good for one year from date of purchase. Bring them in to get a discount off your purchases.
$100.00 = 10% discount
$200.00 = 15% discount
$300.00 = 20% discount
Ask for details
Just the term “RSVP” brings to mind a party, an event, an I-must-be-there rush of adrenaline. This info was just one box on an information-packed card that also says when classes are, how much the “newest arrival” of art glass is per sheet and other little tidbits that make me want to go to the Fall Warehouse Sale immediately.
What’s also genius about this little initiative is that it really takes little effort on the business’ part. I mean, there are no coupons to print, no membership database to create — just return customers coming back in and bringing the receipt you already gave them months (weeks, days, hours!) ago. Of course, the devil is in the details… and that’s why they have covered their liability against anyone trying to find loopholes by including the “ask us” line. And there may still be the occasional shopper who strolls in with a fistful of their friends’ receipts trying to get a bargain, for example. But at least they came in, right?
Conventional wisdom is starting to murmur that our economy is in recovery, but we probably are still a few months away from feeling that fully. With that in mind, what are you telling customers to get them to forget their troubles and spend a little time in your shop? What are you doing to make them “RSVP”? Please drop me a line at positiveyarn@goochandgooch.com or comment below.
Tags: discount, Leaded Glass Design, loyalty, marketing, postcard, receipt, RSVP, Spoon
