Thank you for the common-sense comments in the September 21 issue [“Why Many Customers Still Don't Feel Appreciated,” by David Orgel, Viewpoints, Page 10].
One of the simplest ways for a retailer to let customers know their business is appreciated is to carry out an in-store survey. Ask what changes or improvements are needed or which products or brands are missing.
This is not rocket science. What is baffling is the preference of many retailers to fiddle with loyalty card data — which cannot give insights into operational issues — and “flavor of the month” online social networking. Perhaps these are just “easier”? That is, they can be done at the Head Office and do not require the organizational effort of in-store contact with customers.
—David Rogers, president, DSR Marketing Systems