5 Ways to Show Customers How Much You Love Them This Valentine’s Day

Retailers and consumers alike are huge fans of loyalty programs, and for good reason. For merchants, loyalty programs drive repeat spending and encourage customers who buy once to return again and again. Shoppers, in turn, get to enjoy savings, score freebies, and feel like they’re being valued by the retailer.

Since Valentine’s Day is coming up, we thought it’s high time to bring up the importance of having loyal customers and what you can do to show your appreciation.  Below you’ll find some general tips to boost loyalty along with some V-Day-centric advice that you can apply on February 14.

Give shoppers more than “points” this Valentine’s Day

Perks shouldn’t be limited to points or dollars. The points-for-purchases format, while effective, is pretty generic and may not be enough to really engage members, especially during Valentine’s season when people are extra sensitive for love and attention. That’s why it’s best to come up with other unique rewards. Think of benefits that would make members feel like they’re really part of something exclusive.

For instance, Sephora’s Beauty Insider program offers gifts, free beauty classes, first dibs on new products, advance access to sales, and more. See if you can do something similar around February 14th. Perhaps give loyal customers early access to a seasonal sale or offer them discounts on your Valentine’s Day products.

Surprise and delight customers

Surprising and delighting customers is an effective way to boost spending and engagement.

Take Expedia for example. In 2010, the website ran a surprise-and-delight campaign to engage members of its Elite Plus program. According to Colloquy, Expedia sent a $100 coupon to select members and saw transactions by that group increase by almost 10%.

And what’s even more interesting is that while just 10% of recipients redeemed the coupon, the company found that even those who didn’t use the offer ended up travelling more with them.

Other retailers are putting surprises at the core of their loyalty programs. Panera Bread for example, makes every reward a surprise. Instead of keeping count of points or stars, Panera simply gives customers perks at unexpected times. Members can look forward to anything from free bakery items and exclusive tastings to recipe books and invites to special events.

Take a leaf out of  the playbook of the businesses above. Spice up your loyalty programs by giving members unexpected perks like a free cup of coffee or even a handwritten Valentine’s Day card telling them how much they’re appreciated.

Tailor your efforts

Remember that men and women have different purchasing habits during the Valentine’s season. Men, for instance, tend to spend more than women. According to a study by SurveyMonkey, “men reported that they’ll spend $100 on their significant other, while women said they’ll spend $50. And when it comes to how much men and women expect their significant other to spend on them? Men expect to receive gifts totalling $5 and women expect $50.”

Keep these distinctions in mind when implementing your V-Day campaigns or loyalty strategies. For example, if you’re sending marketing emails or newsletters for Valentine’s Day, make sure to segment your list by gender and send different emails to each group.

If you have any data on your site visitors, tailor your landing pages by displaying different recommendations and content for the two genders.

Read your customers before approaching them

Sometimes, the best way to show customers how much you love them is to simply be more sensitive to their feelings.  Instead of acting all perky with everyone on Valentine’s Day, instruct your associates to get a feel of each customer’s mood before talking to them.

Research has shown that being friendly and happy may not always be the best way to approach consumers. When a shopper is in a bad mood, they won’t be inclined to make a purchase in a happy environment.

So this Valentine’s Day, pay extra attention to the non-verbal cues of your customers. If a shopper looks happy and excited, then it’s okay to be friendly and chatty. However, if someone is in a bad mood, it’s best to be sympathetic or even a little reserved. Instead of rushing in to chat and assist them, give them some space. Acknowledge their presence, and then gently remind them that you’ll be around to help in case they need anything.

Make them laugh

There isn’t a shortage of jokes around February 14, so don’t be afraid to use them, especially on social sites. Give your fans and customers a laugh by poking fun at Valentine’s Day. Comedians always have something to say this time of the year, so feel free to share their clips or jokes on your Facebook page or blog.

You can also check out Someecards.com and share (or create) hilarious V-Day cards like the one above.

Bottom line

You’ll only find success with these tips if you’re consistent. While implementing the customer appreciation strategies above is quite timely on Valentine’s Day, you should keep applying these pointers all year round, if you really want your customers to feel that they’re valued and loved.

Written by Francesca Nicasio – Francesca Nicasio is Vend’s resident retail blogger. She writes about trends, tips, and other cool things that can help retailers increase sales, serve customers better, and be more awesome overall. Connect with Francesca on LinkedIn, Twitter, or Google+.

Photo Credit: Someecards.com