Brainstorms

Offer Your Customers a Disloyalty Card

Published

7 years ago

August 27, 2017

PETS+ Staff PETS+ September 2017 Issue

Here’s an idea that’s contrary to just about everything you’ll read about marketing: This idea owes its inspiration to a UK coffee retailer who handed out Disloyalty Cards to patrons. The recipients were promised a free cup of coffee if they would travel to 10 of the store’s direct rivals and collect stamps to prove they had bought coffees there. Absolute insanity? Yes and no. This was a coffee store owner who obviously had extreme confidence in his product and a flair for generating media buzz. Do you have the same confidence in your service? (We’re not just talking normal confidence, we’re talking extreme confidence.) If so, how about offering a free groom to any current customer who takes his dog to be groomed at three of your local rivals?

NASC Media Spotlight

At first it was just an idea: Animal supplements needed the same quality control that human-grade supplements receive. But that was enough to start a movement and an organization —the National Animal Supplement Council — that would be dedicated to establishing a comprehensive path forward for the animal supplements industry. In this Media Spotlight interview, NASC’s president, Bill Bookout, talks to PETS+ interviewer Chloe DiVita about the industry today: Where it’s headed, what’s the latest focus and why it’s vital to gain the involvement of independent pet product retailers.