Driving a couple extra miles to the Ace Hardware store I began thinking about consumer and business purchasing decisions. Many businesses, especially in the retail space, are struggling with maintaining their customer base. Consumers are becoming more informed about pricing and competing services through the Internet and media. How does a business attract and maintain repeat customers?

The decision to go back to Ace Hardware over a big box home supply store was customer service and a loyalty card. When we make purchasing decisions we do so based on emotions as much as we do on the information in hand. We want to be rewarded for our business both through a positive purchasing experience and a promise of future value. That is where smaller businesses can shine. By being in constant communication with their clients through newsletters, websites, loyalty cards, discounts, direct mail, and phone calls they provide comfort and ease of doing business.

Next time you hear of someone complaining about loosing customers or having to work hard to get new ones, remind them that good business practices have not changed. With an uncertain economy it is even more important than ever that we put our customers’ minds at ease and provide a great purchasing experience. We all need to work smarter and make sure we are providing the kind of service and environment that we enjoy ourselves.