As a business it can be exhausting finding ways to stand out amongst a vast sea of competitors. Consumers are often overwhelmed by choices, waiting for one business to really stand out…how can you be the one to stop them in their tracks? Now that’s where the concept of “surprise and delight” comes in, your ticket to customer loyalty and retention.

The concept of “surprise and delight”, in terms of retention marketing, involves exceeding customer expectations resulting in a moment of delight or joy for the customer. This unexpected offer then leaves a long lasting positive impression on the customer causing them to stay loyal to your business. Since you are looking after them, they also want to look after you, resulting in a relationship that goes far beyond transactional. 

Before you can put the concept into play you must understand your audience, what their pain points are, their values and what drives them. Ensure your surprise is genuine, think outside the box and personalise the surprise for your customers. Remember to consider your timing; delivering surprises at the right time can make all the difference in delighting consumers. Here are three popular surprise and delight options:

1. Discounts

Unannounced occasional discounts for loyal customers can help build customer retention. Rodd & Gunn, a mens clothing brand, surprise customers with a 10% discount when they purchase in store, just by being a member of their client database, which is free to sign up to. This surprise then results in delight for the customer as they leave the shop paying less than what they expected to when they first walked in. Discounts are great to use for service recovery. When something goes wrong between yourself and the customer, a discount for their next service or a complimentary add on can go a long way in mending the relationship. 

2. Thank you notes and personal touches

It’s nice to feel appreciated when spending your money with a business. Personalised thank you messages can make customers feel a sense of appreciation when receiving an online order, and scores extra brownie points if the message is hand-written. Throwing in a small treat or wrapping your customers purchases up in a branded tote bag can also show that you value their loyalty. 

Personalised recommendations can help build a relationship with customers. This is achieved by taking note of their purchasing habits and providing them with samples of products that complement their purchase, showing that you understand their preferences. The brand Aesop even go to the extent of spraying their cloth shopping bags at time of purchase with one of their signature perfumes they think you would like. This leaves the customer associating their experience and the scent with their brand and creates a marketing opportunity for Aesop to promote their perfume range. These small surprises make all the difference when thinking about what is going to get your customers coming back for more and the personalised touches show that you value them. 

3. Unexpected upgrades or free sessions 

Surprising customers with complimentary upgrades on a hotel room, airplane seats or free side meal at a restaurant can take “surprise and delight” to the next level.  By building an emotional connection between the consumer and the brand it positively shifts the customer experience. Offering free surprise sessions, whether it be physio, massage therapy or facials for loyal customers can help differentiate your business from others. 

Not only are these customers going to become repeat buyers of your product or service, they will also become your best advocates of your brand. By delivering moments of “surprise and delight” you create a community around your business which is centred on loyalty and expectations that are always being exceeded.  

If you’re struggling with customer retention and are ready to implement “surprise and delight” in your business, get in touch with a marketing consultant for a chat about how we can help.

About Andie Johnson

Andie is the owner of Flex Marketing. Flex Marketing helps businesses grow by allowing them to have the help of senior marketing resource without needing to employ a full time marketing manager. How flexible! Part of this work involves copywriting – not only do we have expertise in it, we really enjoy it. We take on copywriting projects such as re-writing copy for websites or creating client case studies as one-off projects. You can enquire about project based copywriting here. Flex Marketing has been helping businesses in this way to tell their stories and communicate their messages since 2011 and is based in Auckland, New Zealand.