Most businesses chase loyalty with a one-size-fits-all approach, offering generic incentives and hoping they get customers to keep coming back.

But what if I told you that loyalty takes time, isn’t always achievable, and sometimes a different strategy is more effective?

Why loyalty programs aren’t always the answer

• Loyalty takes time. It typically takes 5 or more purchases before someone becomes truly loyal.

• Not all products and services are created equal. Highly consumable or potentially “addictive” products like sugary coffee drinks might naturally see higher loyalty. But for others, forced loyalty programs might not be realistic or profitable.

How and where to shift your focus

Instead of chasing loyalty that may never come, focus on the moments when customers are most receptive and likely to convert. These are your Windows of Opportunity. The specific periods of time when you can maximize engagement and drive sales.

There are three key windows that hold true for most businesses.

1. The first 30 days

   This is when customers are most excited and likely to engage. So capitalize on it. How you do it may vary. Welcome emails, educational content or tips, thank you offers, or exclusive access to a community are options that can go a long way to building trust and a relationship.

2. The next 60 - 90 days

   The initial excitement may be fading, but interest still remains. Use this time period to nurture the relationship and continue to provide value. Offer relevant content, special offers, personalized recommendations or early access to new products to keep them engaged.

3. Their annual anniversary

   This period often sees a natural spike in engagement and purchase activity. Use this opportunity to remind them of the value you provide. And show them you care about the relationship with a special gift, exclusive offer or personalized message.

Beyond the primary windows of opportunity

The first 30 days, next 60 - 90 days and annual anniversary are simply the starting points. Every business has some unique windows of opportunity. Analyze your data (or ask me for some help doing so) to identify what they are for your business. And tailor your marketing efforts accordingly.

Ditch the loyalty cards. Embrace your calender.

Forget chasing generic loyalty programs. Grab a calendar instead. Identify the windows of opportunity for your business. And use them to build stronger relationships, drive more sales and create a truly customer-centric business.

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