Every retail and ecommerce brand has asked themselves the same question at one point: How do we surprise and delight our customers? The answer isn’t a simple one, as consumers are becoming savvier about which marketing tactics are being used to pique their interest. In fact, economic trends show that overall consumer trust is declining among institutions and business. That means it’s more important now than ever to combat distraction with personalization and loyalty. We just wrote a white paper, “How to Surprise & Delight Your Customers”, which dives into what surprise & delight is, who does it well, and how your brand can do it more effectively.
“There is a constant battle of acquiring the same customer over and over again,” said Al Lalani, chief strategist of Annex Cloud. “And since customer acquisition is the most expensive part of our business, it would be much more advantageous of us to build a real relationship with the customer through retention.”
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What is Surprise & Delight?
Surprise & delight is a strategic way to give unanticipated perks to renew customers’ interest and to restore loyalty. It’s a way of differentiating yourself and your brand from the competition. You’re probably thinking, “But what is the difference between this and a standard loyalty program?” The tiers of a loyalty program describe the basics of what to expect from being a member. But surprise & delight means celebrating loyal customers beyond what is expected from the brand. Other great strategies surrounding surprise & delight include: personalized offers, exclusive events, annual gifts, handwritten notes, and random acts of kindness.
Client Focus: Sugarfina
Our client Sugarfina, the luxury candy brand for adults, has a “sweet” offering to its most loyal customers. If you fall into the Sweet Elite Club, Sugarfina will host an in-store candy party for you and your ten closest friends! Other amazing incentives include “pick your perk,” free bento boxes, and invitations to exclusive candy events. This has helped Sugarfina improve its customer retention and referral marketing efforts.
Annex Cloud has helped many brands surprise & delight its customers. We are constantly looking at cost-effective ways to entice customers and keep them engaged. Implementing a surprise & delight strategy has proven to help improve average order value, repeat purchases, and customer referrals. Check out our white paper, How to Surprise & Delight Your Customers with Loyalty! And if you have any questions on how to best optimize your surprise & delight strategy, contact us today for a complimentary consultation!