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Reward the Customer Behavior You Want

January 25, 2012 By Joe Rawlinson

Customers respond to different types of incentives. Businesses around the world try to move customers in a certain direction through both positive, rewarding incentives and the negative threat of hefty fines or penalties. Both have their time and place.

Take the example of a grocery store. They are a business and want to be profitable.

Our local grocery store doesn’t want to pay for plastic bags. Sure, this is couched in an Earth-friendly message. However, in addition to saving the planet, the grocery store saves money when you bring your own bags.

So how can they get customers to bring their own shopping bags? Use incentives.

Our store gives customers a five cent refund for each reusable shopping bag they use to bag your groceries. You save. The store saves. The planet is happy.

When you positively reinforce the behavior that you want your customers to do, they will start to act how you would like.

What would you like your customers to do? How can you gently push them in the right direction?

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