Loyalty Cards Without the Loyalty

Is loyalty without community really loyalty?

Let's talk cafe loyalty cards...

They say "keep buying coffee from us and we'll reward you for it". Rewards can vary from discounts to free coffees. But there is something ironic about the loyalty card.

My mum, for example, has an entire wallet full of loyalty cards. And let's be clear... Each one is for a DIFFERENT cafe!

My question is: Is it really loyalty when she has so many? I thought loyalty was fidelity. And fidelity is to one and only one. Right!? 

Rigghhttt....?

On the other hand, there are cafes like the one around the corner from me.

Let's call it 'Magic Mug'. I often walk past Magic Mug, and to my surprise, there is the same cyclist group seated there at about 7:30am every Saturday morning like clockwork.

Some of the cyclists just buy a coffee.

Most enjoy a full English breakfast (which is a bit comedic after the exercise)

but they don't miss a week.

Here's the thing:

Loyalty without community isn't really loyalty.

Every cafe on the block provides the benefits of a loyalty

yet they don't have the customer drive of the cyclist group at Magic Mug.

They wish!

So one thing is made clear...

Loyalty cards on their own simply don't cut it.

My point is this:

The cafes that build a relationship with their customers -

those that call them by name,

remember their order,

and maybe even provide a bike rack -

are the cafes with customers.

(or at least the ones that win the business of the Saturday morning cyclists).

See if this helps:

Rewarding your customers through discounts and garment giveaways just isn't enough anymore.

At least not if you want customer loyalty.

So focus on cultivating a community:

Build a relationship,

call them by name,

remember their order,

and maybe even provide a bike rack.

Truly,

Elijah.