What’s Usain Bolt’s relay baton got to do with customer loyalty?

Jamaican hero Usain Bolt was eventually given back the baton that he and his team-mates ran with to win the Olympic 4x100m men’s relay on Saturday night. It was quite understandable that he’d want to keep a trophy as a reminder of the record breaking race. 

Do any of your customers feel the same about their experiences with you? Are they freely given or unintentionally denied the opportunity to take away anything as a memento of their visit?

What will your customers remember most about their visit to you? What is there that makes your establishment or offer unique, that they might want to take home or share with others, and help build customer loyalty?

Could you offer any of the following either as a gift or as additional sales? Convert your renowned menu or signature dishes into a recipe book, package your hand-made petit fours into a gift box; offer birthday or celebration cakes for customers celebrating special occasions; offer a hand-tied flower bouquet for anniversaries or special occasions; homemade bread, marmalade or other preserves and chutneys; sell luxurious bathroom accessories, robes with your logo, and toiletries. A win-win, the guest has something special to take home and you get an opportunity to ensure they remember you long after they’ve left, and prompt potential repeat business.

Getting personal

Identify the little finishing touches that you can give customers at the end of their visit that will leave them with that wow factor. This might be picking up on an earlier conversation you’ve had with the customer that enables you to give them a personalised memento of their stay.

For example, they raved about a particular dessert so your chef has written out the recipe for them and where they can find the unusual ingredients (or even given them a sample to take home if that’s practical). They’ve been away on business and missed their wife’s birthday, so you assemble and gift wrap a selection of your luxurious toiletries for them to take home. They lost something on a day trip and you manage to source a replacement for them before they leave. They’ve been coveting a plant in your garden so you pot up a cutting for them and wrap it up for a safe journey home. The kids took a shine to a particular toy, game or book, so you pop it into bag for them to take home (or a least source where they can buy it from when they get home).

Be flexible

If they’d like to take their desert home in a goody bag because they are too full to enjoy it, then let them. They ask you about your luxurious robes; why not let them buy one at cost, and gift wrap into the bargain? They didn’t manage to finish that book they borrowed from your ‘library’.

Lasting memories

Give them something as a memento that’s good enough quality that they’ll want to keep it as well as relevant to your offer. It might not be something they’ve experienced this time around, but whet’s their appetite for their next visit.  Cheap and cheerful might hack it the budget market, but is this really how you want to be remembered?

Pass it on

Are your guests away from loved ones, and want to take a gift back home? What do you do, have or use that is unique or unusual and reflects your brand or identity? Homemade preserves, gifts made by a local artist or craftsman that reflect your location, branded toiletries…

Mementos and small gifts provide the perfect way to get your name out there to others. It’s far more subtle than asking someone for a referral, but in effect this is what a well targeted gift can do. This might be in the form of a tangible item, or could be a voucher or exclusive offer.

Even having information about what you do and what you offer to pass on to friends, family and colleagues with some sought after snippets of information or tips is better than nothing to pass on to others.

Show your appreciation

Mementos might provide a great opportunity for increasing sales, but don’t be so hell bent on this that you’re never prepared to give anything away. A small items as a gift is the perfect way to say thank you for their custom, and provides that element of surprise, and builds loyalty. Obviously this needs to be in line with your margins, but even something as small as a print out of the ingredients of their favourite cocktail or the recipe of a dish they asked about, printing out directions for their onward journey, or a kids’ car goodie bag or entertainment pack for the journey home.

And if nothing else, a simple – hand written if it’s practical – thank you note after their visit will keep you in mind for their next visit or when recommending to friends and family.  Remember to leave the door open for repeat business.

 

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