Using Loyalty Databases During a Recall - Turning Negatives into Positives
A friend of mine recently received a phone call from a supermarket because she had purchased a jar of peanut butter that was potentially contaminated with salmonella. The store knew that she had purchased the peanut butter and how to contact her because she made the purchase with a loyalty card. This just seems like a really practical way to provide useful, even beneficial, information to your customers and whether or not you consider this a marketing tactic it sure would motivate me to register my loyalty card and use it on a reguar basis. There is no doubt that the more useful the message and the content you provide to your customers, the more likely they will be to engage. On a related note, I came across this slick history of Content Marketing called “The Power of Story." This reinforces the notion that succesful marketing relies on messages that are relevant to consumers. Enjoy!