The seminar participants discussed a loyalty programme

Those who are building long-term relationships with customers found the Seminar on Modern Loyalty Programmes for Children’s Brands useful. The event, organised by Fashion Consulting Group, was held within the conference programme of CJF – Child and Junior Fashion 2021. Autumn.

The seminar was moderated by Natalia Chinenova, the Fashion Consulting Group leading expert in business technologies and retailing.

To make sure that every new customer becomes a regular and brings his or her friends and acquaintances, you have to meet the customer’s needs. A loyalty programme is an incentive for children's goods shop customers. These programmes help shops identify their most valuable customers. Customers can gain access to personalised products and services by participating in programmes, providing a more personalised and rewarding interaction with the company.

Natalia Chinenova spoke in detail about what a loyal customer is: "A loyal customer enjoys going to a particular shop. If a customer makes a purchase 3-4 times in your shop, he becomes a loyal customer. A loyal customer is someone whose details are available to the company (phone number, email, name, surname). It is a customer who can be personalised. The most important thing in loyalty is the customer's emotional attachment to your shop".

Natalia Chinenova pointed out that one of the most effective tools for influencing customers is personalised newsletters. It is best to send a handwritten card as a sign of respect.

The speaker pointed out the main components of loyalty: "heart" (general values of the shop), "soul" (service of the shop), "head" (price), "mind" (financial gratitude: accumulation of bonuses or discounts that can be used immediately). And also the principles of loyalty: convenience (delivery), accessibility and service, customer personalisation.

In conclusion, Natalia Chinenova emphasised that in order to form a loyalty programme, you have to define seven benefits of the shop or brand. These are the things that the customer should come to this shop and buy the product for. What makes this shop different from others. What the shop can give the customer for free or at a discount. 

Press Service, EXPOCENTRE AO