Most companies give better service to regular customers than to non-regular customers. Someone who flies frequently gets access to the lounge and has to wait in line less at the checkpoints. A loyal customer of a restaurant is more likely to be offered a drink on the house. This approach is very right and logical. It is based on the classic principle: if you do good to me, I will do good to you.
Consumer goods companies (including food manufacturers) have less visibility into the top brother cell phone list 20% of consumers. Yet the same principle applies in these markets. In his book Flipping The Funnel , Joseph Jaffe has strong figures on the turnover distribution at Coca Cola. 80% of Coca-Cola's turnover comes from just 12% of consumers.
For Cola Light and Coke Zero the figures are even more extreme: 6.5% of Cola Light buyers account for 80% of the turnover, for Coke Zero this is 3%. Coca-Cola makes an effort to get to know these people. As one of the few food producers they have an online loyalty program: ' My Coke Rewards '. There is a code on every package. Consumers can enter this code on the site. In this way they save points for discounts or all kinds of nice gifts. In this way Coca-Cola succeeds in identifying the frequent buyers of their products.
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