I had the great privilege of meeting up with my good friend, Brian Pasch a few weeks ago. We talked about the great things we’re doing here at re:member group.Check it out
The internet has been around for a while now. People can sit and argue about when the “modern” internet really took shape but it’s safe to say that it was in the mid to late nineties when it really started to take off and evolve into the ever-changing entity that it has become today. Back then, websites were relatively simple, designed using now antiquated techniques and methodologies to be viewed on the clunky CRT monitors that were sitting on our desks at the time. Since then, the world has come to embrace the advent of mobile computing, primarily in the form of cell phones, tablets and their offspring, the “phablet”.
Say it out loud, it’s kind of fun. Phablet.
Times are changing.
A recent report stated that, as of May 2014, upwards of 60% of all time spent by users on the internet was on a mobile device. As we all know, mobile devices have screen sizes that range from manageable to have-fun-fitting-it-in-your-pocket which, combined with the above statistic, presents the following dilemma for any business with a web presence: how do we deliver our site to all of these various devices while maintaining a good user experience? Ever been to a site that wasn’t optimized for the web? You’ll know it when you see it, or rather squint at it because the entire website is displayed at once on that small screen. Sure, you can pinch, poke or swipe your way to a zoomed in view but then you will have to reposition the site to read content that is off the screen, all the while trying not to accidently click a link in the process.
Companies started to somewhat solve the mobile dilemma by offering a mobile version of their site, usually denoted as m.yourewebsitehere.com. The issue with .m sites is that they’re separate from your main site, which means double the development time as well as the fact that all of your hard earned SEO success will not apply to both.
So is there a solution that solves the mobile dilemma while avoiding big drawbacks? The answer is a big yes, in the form of responsive design. The basic premise of a website built with responsive design is that it will adapt to whatever size screen you’re viewing it on, layouts will shift and various elements will resize but the overall user experience will remain the same.
You may be thinking “my website is doing just fine without being responsive”. The problem with that line of thought is that you need to add “for now” to the end of it. More and more, users are turning to mobile as their first choice for gaining information, particularly those in their 20’s or younger and if they end up on your unreadable site, chances are they’re going to go to your competitors site, which is responsive and highly usable. Guess who is going to get the business?
So, for the sake of your business, take the plunge and upgrade to responsive, your customers will appreciate it and best of all, they’ll tell others.
I’m incredibly loyal to my airline. Its been years since I even checked the competition’s pricing. Why? Because in a very competitive market, where the end result is always the same (I land at my destination) I know that prices are generally going to be with a narrow range. I choose my airline every time for one reason – the frequent flier miles. When you get that free trip from Minneapolis to St. Petersburg, FL in a snowy November – there’s no beating it!
Today however, I reached my break point. While looking to book business travel, the dates and times just didn’t add up. When I needed to land, I found the tickets from my airline were 50% higher than times that simply would not work. 50% higher! I reluctantly did my cross shopping and found the tickets with another carrier at the right date/time matching the best price of my airline at the wrong time. And so with a heavy heart, I booked with the competition. No frequent flier miles this time around.
The same can be true in any industry – when the product is essentially the same (a Toyota Camry is a Camry where every you buy it), and in a competitive market, 50% more is simply too much to justify the price vs.
the loyalty factor.
Now luckily for us,. we’ll rarely ever see a scenario in the retail sector where the same product would vary by 50% between competitors. Loyalty programs however have proven time and again that a customer will spend more (even for unsatisfying service) if they are earning rewards. We’ve heard story after story of dealerships selling a vehicle for $500+ more than the competition, simply because the customer had points to cash in. This means a loyalty program can drive higher margins, while still closing sales. It’s a win-win scenario – as long as we’re not crossing the Break Point.
So what is your Break Point? Where’s the magical threshold that makes you leave your favorite business? Or is price the only factor that would cause you to defect? Leave us your thoughts in the comments. If you’d like to discuss customer loyalty and the huge impact it can have on your business, give us a call at 866-414-2582.
Also – do yourself a favor and go see Point Break. You can thank me later.
I am in that time in my life where it seems like every summer I have at least 5 weddings to attend. Don’t get me wrong, they are fun, but they pile up and get very expensive. Being in the wedding is even worse, there are bachelor/ette parties, couple showers, wedding showers, rehearsal dinners, brunches, pictures, and the list goes on and on.
Now, while some wedding events are free, there is still a hefty price tag for the wedding gift and the wedding itself. So why do we pay so much for such events? Your answer: Loyalty. Can marketers take any hints from this? Maybe not, but I’m sure gonna try.
1. Weddings are the ultimate showing of loyalty: I’m not going to go into the roots and meanings of marriage, but it is the ultimate showing of loyalty between 2 people. Outsiders want to be a part of it, and have no problem supporting the cause emotionally and monetarily. Families choose to spend a year’s salary for a one night party signifying a lifetime of happiness. Make your product omit the sense of a lifetime of happiness, and your customers will spend money for that kind of party. Catch my drift?
2. Get a cause people can believe in – weather it is points, discounts, rewards or anything alike, customers (and companies) must BELIEVE in what they are doing in order to be effective. Customers don’t want to be a part of something that is seen as an afterthought or merely a background gimmick. It has to be real, and people have to feel the love coming from your company and employees.
3. People by stuff for people they like – this is Business 101. If you are friendly, respectful, and passionate, about your company and/or product- people are more likely to buy from you. Same goes for customer service. It is a known fact that people will shell out extra cash if they like and trust the person they are buying from. Show the people some love!