Happy customers are more likely to buy again

With many people finding it difficult to manage their finances in the tough economic climate, it is easy to assume that price is the only factor that can help attract the public to your business. However, you may be surprised to discover how important service is to customers.

Before devising a client acquisition strategy, you need to give careful consideration to all the issues that may influence the buying decisions of people within your target market. This will help you decide whether to focus your efforts on special offers or opt for something like a customer rewards scheme to encourage loyalty among consumers.

There is no avoiding the fact price is a key consideration for most people when they do their regular shopping or look for a product or service as a one off. It is among the first things they consider, so loss leaders and price-match programmes can be effective ways to tempt new customers through the door.

You need to have a plan in place to convert them from one-off purchasers to regular clients, otherwise you could end up losing money from their custom. The last thing you want is people who only buy loss leaders and then never return to your shop.

This is where a high standard of customer service really comes into its own. Everyone likes to be treated in a polite and friendly fashion, and feel like the staff they have taken a query to have a genuine interest in dealing with it. People who form a positive first impression of your company are much more likely to buy from you again, as they have already developed a level of trust in the firm and its employees.

Many consumers also value a straightforward shopping experience, whether they are buying a big-ticket item or a few essential groceries. Ensuring your premises, brochures and website are well laid out and that all prices and offers are clearly labelled will create a good impression.

Loyalty and habit are important factors in consumer behaviour. People like to deal with companies they are familiar with and that they feel they can trust, so return to them time and again.

A good way to take advantage of this is to organise a customer loyalty programme that offers rewards to people who buy things from your firm on a regular basis. Simple points schemes that entitle clients to gift or travel vouchers for spending a certain amount have been proven to work, but you could also look at rewards for buying specific products or a pre-Christmas discount scheme.