Reward you loyal buyers or not?
Author: Lockshin, Larry
Abstract: Research has shown that between 55 and 60 per cent of purchases come from the top 20 per cent of heavy brand buyers and a little less than half of purchases come from the less frequent 80 per cent. It is therefore very important for wineries to attract new customers, as focusing on the heavy buying loyal customers is not sustainable over time. It is still important to reward loyal customers with loyalty programs and benefits but the other 80 per cent of your customers cannot be neglected
Publication: WBM. Australia’s Wine Business Magazine, December/January 2015, pp. 70-71
