It is an accepted fact of marketing that it costs more to make a sale to a new customer than it does to make a repeat sale to existing customers.
Hand in hand with this is another accepted fact : the more a customer is contacted, the more likely they are to buy. The more they buy, the more likely they are to buy in the future, especially if the experience is a good one.
This article concentrates on two trends – loyalty card schemes and the use of social media in customer loyalty marketing.
See the article about loyalty marketing and customer loyalty