Web Exclusive: Master Marketer - Reward Loyal Customers ... And Yourself

1. Email: Show your best customers you really appreciate them. If you send them a special sale email for "Our best customers ONLY," really mean it. Tell them they're the top 1 percent, the cream of your crop, and give them a really terrific bargain. Make reference to some of the items they've purchased in the past to show you really know and appreciate them.
2. Web: Offer best-customer access to great content on your site. Create a "registered gold members ONLY" section that has some appropriate added-value information, advice, guidelines, recipes, etc. - something to thank them instead of asking for more money. They'll thank you with more purchases.
3. Award "Gold Customer" status with a Gold Customer number and subsequent special offers such as free upgraded shipping. Or give them occasional small, special gifts. Implement this program across all your channels so even retail customers are recognized. In large metropolitan areas you could even have after-hours store events for Gold Customers.

Even if you're feeling hammered by the weak economy and so many other decisions that'll cost you money, now is the time to implement these strategies. It's always a good day to tell your top-tier customers you really appreciate their patronage. And they'll tell others, who will want to shop with you, too.