Is There Such a Thing as Short-Term Loyalty?
Every year around mid-June a tent goes up in one of the local business parking lots, and a guy sells fireworks for July 4th. Come July 5th, he packs up until the next year. The same is true for the rose vendor at Valentine's day. Is it possible for these merchants to create loyalty? In today's 1to1 Weekly lead article, "Building Loyalty in the Short Term," we discuss how companies with short customer lifecycles define loyalty, and how it may be a different strategy for different companies.
In many of these cases, companies define loyalty based on positive word of mouth, which helps keep the new customers roll in as the old ones finish their business. What do you think? Can loyalty have different definitions, and should these types of businesses even care about loyalty? Do customers want to be loyal when they have such a short lifecycle?
