Loyal

I know of a store in Christchurch (NZ) that has been closed for the past five months due to the damage caused by the city’s earthquakes. This retail business is located within the city’s “Red Zone” which is a no-go area.  Many of the buildings in this area have been damaged beyond repair and in the interest of public safety, the Red Zone is the domain of demolition teams and structural engineers.  Five months of no customers, limited information on the condition of the stock and less information on the accessibility to the area.

Events such as those in Christchurch create unique challenges for businesses.  The struggle to remain viable is not a unique situation with B2C owners and managers the world over facing challenges from all sides.  For many, B2C  is an endless battle against price cutting from on-line purveyors and multinational conglomerates, eroding margins and decreased share of wallet.  Times are tough.

This little retailer in Christchurch has done something really special.  A story that I share with my clients.  As a customer, he has me hooked.  I remember walking in this shop a year ago and feeling I had discovered something unique.  The owner was bouncing around the place like something out of a cartoon.  So full of enthusiasm and eager to chat, but never trying to sell.  On my next visit to Christchurch I went back again to make sure it was not a fluke.  The crazed owner had infected his staff as everyone was engaging and fun, but again no sell. Of course none of this stopped me from spending and I really did not care all that much about the price.

When the earthquakes hit I thought about the friends I had made at this little Christchurch store, I worried about their safety and their livelihoods.  In all my visits I was made to feel cherished as a customer and I felt like I wanted to return the favor.

The owner used social media to keep people updated on developments and launched a small on-line operation to keep things moving.  He made his challenges and triumphs personal and honest.  In a small way that allowed me to stay connected.  Never once did he seem down, every obstacle became an opportunity and I had more than a few take away messages from that approach.

Yesterday he sent a tweet commenting that after five months he was now able to return to the store with his team to start the process of rebuilding.  He talked about this being an emotional experience for him.

Because he took me on his journey and made me feel part of his experience, it became emotional for me as well.  I am sure I am not alone in this…  I am excited about the future for my Christchurch friends and I look forward to seeing them again soon.

I will support this small retailer because he (they really) value my business and have earned my loyalty. I choose to be loyal.

What are you doing to build loyal customers? Do you know your regulars?  Are your people driven/ rewarded only by conversion rates?

Think about the experience you are building and the value you are adding.  A simple strategy is to treat each customer as your best friend.  People buy from those they like and trust.

SDG