Программа антилояльности Печать
Бизнес идеи
01.10.2012 16:18

Программа антилояльности Сейчас очень модными стали программы лояльности, с помощью которых клиента провоцируют на повторную покупку. Многие предприниматели прочитали умные книжки по маркетингу и взяли эту идею на вооружение. Бонусы, накопительные скидки, карточки клиента, как все это нам знакомо, успело надоесть и не вызывает прежнего энтузиазма.

Что интересно, этими инструментами пользуются не только крупные сетевые компании, но и одиночные магазины. В их случае выигрыш весьма сомнительный, может не окупиться даже разработка дизайна и печати карточек.

Но есть и обратные примеры маркетинга, когда вместо программы лояльности, разрабатываются и внедряются программы нелояльности. Это свежо, оригинально и порой такой “антимаркетинг” оказывается выгоднее обычных, приевшихся клиентам приемов.

Даже в современном мире может быть успешной не только сетевая компания, но и не зависимая, особенно часто это встречается среди ресторанов и кофеен. Один из примеров, кофейня в Лондоне под названием Prufrock, она привлекает клиентов отличным кофе, ведь в ней работает чемпион мира среди бариста с именем Gwilym Davies.

Этот немаловажный факт обеспечивает постоянный приток посетителей, возникают очереди. Как вы понимаете открывать новые кофейни под маркой Prufrock не выход, откуда взять в каждую по победителю мирового соревнования? Но стояние в очереди вызывает у клиентов негативные эмоции, поэтому в кофейне решили писать на доске ближайшие хорошие кофейни конкурентов.

Но это была только полумера, к 2010 году кофейня созрела до создания программы антилояльности. В Prufrock стали выдавать карточки с адресами других 8 хороших кофеен находящихся поблизости. Посетив все 8 заведений, вы получаете возможность выпить бесплатную чашку кофе в Prufrock.

Важно, что все эти кофейни не входят в сети, таким образом, клиенты поощряются посещать не сетевые заведения, а независимые. Карта так и называется, dis-loyalty card. Что само по себе для клиентов является новинкой.

Интересная идея, перераспределяет клиентов между несколькими кофейнями, позволяет бороться с сетевыми заведениями и вероятно приносит дополнительный доход Prufrock, ведь всегда можно договориться о выплатах, с тех кофеен, кому ты поставляешь клиентов.


 

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