The Embarrassed Loyal Customer

When people talk about 'the good old days' they often recall local newsagents, butchers, bakers and greengrocers where the shop assistants knew your name, and knew your order. Now when we enter a shop we rarely expect such recognition as we blend into the sea of consumers that currently flood the High Street. Working in retail myself - and as someone with very poor facial recognition - I only remember a customer if they have made a particular impression. Shoplifters of course are also recognised.

Recently I am beginning to wonder whether people, in general, want to be remembered. Being remembered can be good to an extent - it can get you a discount or a free brownie in the right place. However,sometimes I avoid going to certain sandwich places during my work lunch purely because I feel I have been too many times recently and I am embarrassed to go again. Friendly service is of course desirable, but recognition isn't always. I remember clearly the night at University when my friend and I went to collect a pizza we had ordered, only for the delivery guy to say "see you again soon girls". I have never been so mortified. Not where you want to be remembered! Equally, I felt I had to curb my visits to a particular club once they learnt my name. Some places it's best to stay anonymous.

Lovely anonymous loyalty

So if people don't necessarily want to be openly recognised as a regular customer, what is the best way to reward customer loyalty? Maybe the anonymous loyalty cards where you just collect stamps (such as Pret, Nandos, Moo Moos etc) are the best strategy. No commitment, no personal recognition, but you can still reap the rewards of being a loyal customer. Sounds good to me.