Frequency Does Not Necessarily Equal Loyalty
Allow me to clarify:
There is a gas station at the end of my street. I probably go to that gas station 95% of the time I get gas in town. I’m actually indifferent about the place and have had more than one bad experience there (it involved yelling and a propane tank), but I still go because, well, it’s at the end of the street. It’s convenient. But if another one popped up across the street, I’d probably go to that one - well, if I was driving down that side of the street.
On the flip side, there are plenty of brands that I’m loyal to that I don’t frequent…mostly because my bank account won’t allow it. Oh, but I’ll talk about them. Share my experiences with others. And even encourage others to make that purchase.
So this is just a simple reminder that if your customers are frequent purchasers of your product or service, it doesn’t necessarily mean that you have their undying loyalty. And if you’re not sure if you do or if you don’t, then maybe it’s time to do something about it.