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.
“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.”
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.