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Why rewarding customer loyalty is a worthwhile investment

Adam Zuchetti
Adam Zuchetti
03 February 2017 1 minute readShare
Heart-shaped gift box with ribbon

In the quest for business growth, it can be easy to forget about rewarding your existing customers as you pursue new ones.

As Flower Power CEO John Sammut explains, a customer loyalty program has been central to developing a strong, loyal customer base in his business. Having such a community helped the garden centre business drive profitability and keep cash coming in during difficult times.

“One thing that we did learn, particularly during the water restrictions … that was absolutely the worst thing that could happen to our business, the fact that the state government was saying, ‘You can’t water your garden’, John says.Heart-shaped gift box with ribbon

“Particularly with lifestyle type customers, they kind of dropped out of gardening. What saved us was the keen gardener.

“That’s when we started out, when we really focused on our loyalty scheme. We call it the Garden Lover’s Club. That’s a huge success for us. We have over 355,000 members now.”

The club, which offers discounts, promotions and exclusive offerings to its members, helped to further entrench the loyalty of Flower Power’s key customers, John says.

“Those guys represent close to 80 per cent of our business. We work hard with those guys and we offer them a lot. We just wanted to target loyal customers and reward them. It’s been working very well for us.”

Check out more insights from John on customer loyalty, business growth and even the latest gardening trends on the My Business Podcast now!


Why rewarding customer loyalty is a worthwhile investment
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the former editor of MyBusiness and a senior freelance media professional, specialising in the fields of business, personal finance and property. In 2020, he also embarked on his own business journey – inspired in part by the entrepreneurs and founders he had met through his journalistic work – with the launch of customised pet gifting and subscription service Paws N’ All.

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