There’s an independent pharmacy in Northeast Philadelphia that’s been in business for almost forty years. This little pharmacy sits between a Walgreens and a CVS, with a Rite-Aid just another block away.
The independent pharmacy fills prescriptions and sells a small selection of sundries, lottery tickets, magazines and cigarettes. There’s one freezer with ice cream and a cooler with soft drinks.
You could tow this shop into a CVS and lose it in the snack food aisle. That’s how small it is. Yet despite its big-box neighbors, the independent pharmacy is thriving, posting record profits every year and, more importantly, connecting with each customer as soon as they walk in the door.
For a family-run small business like this pharmacy, every day is “Get to Know Your Customers Day.” It’s how they survive and thrive, despite the big chains’ bigger footprint, bigger inventory and bigger marketing.
But larger companies sometimes overlook the person handing the cashier their debit card. And some smart (but, alas, nameless) marketer noticed this and created “Get to Know Your Customers Day.”
(Quick sidebar: some financial institutions and investment firms incorrectly call it “Get to Know Your Customer Day;” singular, not plural. Maybe they feel one customer is enough.)
GTKYC Day is celebrated on the third Thursday of each quarter. The first one of 2018 takes place on January 18, with the second GTKYC Day of the year on April 19, 2018. It’s suggested that interested companies try different ways to connect with their customers on these days.
Marketers will tell you that getting the first sale is easy compared to getting a second sale, and that the most realistic estimate of repeat business you should expect to see is 20%. The independent pharmacy, on the other hand, estimates their percentage of repeat business to be over 60%. And it’s all because they know their customers.
Turning that knowledge into a positive experience for the customer is both easy and rewarding. And it begins with remembering, and using, names.
Tame The Name
When you call a customer by name as soon as they enter the store, you’re telling them that they’re important to you as a regular. Using proper names means that you’re taking the time to notice who’s a regular. You’re making them feel appreciated—again–for coming into your business.
Be careful not to disrespect the customer, though. Until Joe Smith gives you permission to call him “Joe,” he’s Mr. Smith to you.
Every Retail Business Can Show Appreciation To Loyal Customers On “Get To Know Your Customers Day.”
There’s no limit to the ways you can show your customers some love. For example, nothing makes a restaurant or cafe more welcoming than a smiling server asking, “Your usual?” You might want to comp a loyal customer their “usual” on January 19.
Reaching out to colleagues is also compatible with “Get To Know Your Customers Day.” A handwritten note that recalls a happy event that you’ve shared over the past year is the perfect medium for expressions of admiration, gratitude and respect.
Ultimately, “Get to Know Your Customers Day” is really a “Get To Know Your Own Business Day,” because it’s your customers who determine how your business can best serve them. Paying attention to your customers will keep you in the black. And celebrating your customers four times a year can only make them happier.
MediaMark Spotlight does more than just deliver an idea or capture a brand. We take the time to learn about your customers, your company and your goals. This allows us to capture and expand the essence of your brand, and bring it to your targeted demo powerfully, efficiently and economically. We also drive your message home through proven traditional marketing as well as next-gen digital techniques, including mobile messaging, short explainer videos, and dynamic banner advertisements.