From the experiences I had in retail and branding industry, I have witnessed and participated in different interactions between brands and customers. Of course most customers love discounts, discount offering may stimulates impulse consumption, yet it may not be the best choice to build the loyalties from the customers. In fact it really doesn't need to mark down the price in order to gain their fondness. You need to understand them and put your heart there.
I always love the surprises arranged by Dior, the brand never offers any discount no matter how loyalty you are or how much you buy. Instead, they invite customers to nice and memorable events, sending surprise gifts from time to time - chocolates, moon cakes, fashion accessories, and even new products (not samples) and special services...they knew what their customers want.
And I also like the detail or minor (yet important) area they never forget, the handwritten card enclosed with the gift enhances the whole experience. Never underestimated such a small memo or greeting, the customers value a lot on it especially they see their names being hand-written on the card (beautiful Calligraphy certainly plays an important role there).
In the end...who doesn't like a bit feeling of being pampered?
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I like calligraphy and handwritten messages, they mean much more beside the meaning of the words themselves. By conveying the message, it also speaks the emotion, feeling and the heart from the message and the writer which can never be replaced by printing or digital messages.
Do you miss the days when we received written or even hand-made greeting cards?
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