Customer Loyalty? It don't enter into it.
Maria Palma over at "Customers are Always" recently posed the question, "What would make you stay loyal to a supermarket?" The question struck me as a bit odd, and my first reaction was to think, "Loyalty? It don't enter into it."
I regularly grocery shop at Wegmans, Superfresh, Target, and Costco, and where I lay my green depends on a number of factors. Each store offers me something different.
I get better service at Wegmans, but it's a longer drive. I love the self-service at Superfresh, and the fact that it's close to my home. Also, they are one of only a handful of stores that sell Goldenberg's Peanut Chews, like, only the most perfect food on the planet. I love the prices at Target and Costco, as well as the opportunity to browse lots of non-grocery items and spend more money on stuff I don't need, but lordy how I want it! Why just last week I went into Target to get a box of cereal and a birthday card and wound up with a new IPOD shuffle. Bliss!
But loyalty? I'm "loyal" to these establishments to the extent that they meet my needs, and not one whit more. Which is to say I'm not at all loyal. I want them, quite simply, to meet my needs. Just give me some combination of:
- what I want
- when I want it
- where I want it
- how I want it
- at a cost I find acceptable (Cost includes price, but is not limited to it.)