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There are many proven tools to increase your customers' loyalty - here are some of them.
Small discount or gift
Based on your history with a customer and the type or size of purchase, give a small discount or gift, especially if it's unexpected. The cost is small and the goodwill generated will help endear your business. At the end of a massage session, give your customer a small bag of aromatherapy salts - what a true delight! Or if you own a professional services firm, provide extra time, "on the house."
Location-based social media
SCVNGR, Facebook Places and Foursquare are some of the online social media platforms that create a buzz about your business and let others see where their friends are. When your customers "check-in" they are increasing their engagement with you and "remind" their friends about you. These platforms also create contests that reward members for interacting with your business. Ultimately, these customers are increasing their loyalty with you.
Entice for loyalty
 Simple devices such as punch-cards work wonders. A simple business card with a "Buy 10 and get 1 free" is an easy an inexpensive way to reward your better customers and entice others to spend more of their money with you than with your competitors.
Recognition
Acknowledging and recognizing customers is one of the easiest and free ways to endear loyalty. Studies have shown that the top reason a customer becomes loyal to a restaurant is recognition, far more than the food or atmosphere. People want to be acknowledged, appreciated and thanked for their loyalty. It can be as simple as: "It's so nice to see you again, welcome!"
Do simple, yet extraordinary things
 When a customer makes a special purchase or consistently works with you, send a hand-written thank you note. Such a gesture will have you stand out from the competition and make the customer feel appreciated. For some business owners, writing a card is an effort, but I know from experience, that gesture goes a long way.
It's far less costly to grow the relationship with a customer than to find a new one. The suggestions in this newsletter are just a few of the many options available to increase loyalty in a competitive environment. What steps can you take in your business to endear loyalty?
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