Customer Appreciation = Customer Involvement

I try to go scuba diving once per year. That makes me a typical diver, as approximately two-thirds of all divers are casual divers. It also means I don’t purchase scuba equipment very often.

What do you do if you are Scubatoys.com and two-thirds of your potential customers may make only one purchase per year? You keep them involved.

Last summer, my wife and I took our dream vacation to Bora Bora. I wanted to dive while we were there, so I ordered a few goodies from Scuba Toys. It had been about one year since my last purchase, and it may be another year before my next. Scuba Toys keeps me involved in between my purchases.

Every month I receive Scuba Diving Magazine, a subscription courtesy of Scuba Toys. So every month I read at least one article on diving. This keeps me physically, as well as emotionally, involved with diving. By association, it also keeps me involved with Scuba Toys.

More Than Customer Appreciation

I received an email yesterday telling me that Scuba Toys would be renewing my subscription for me and for all customers who have purchased anything from them in the past three years. They said it was customer appreciation, but really it’s customer involvement.

Scuba Toys has also developed a separate video website, Scuba Diving Tube. It’s another way to keep customers involved in between dives. They could just send me occasional emails with hype about sales and new products, but instead Scuba Toys keeps me involved.

How do you keep your customers involved between purchases?

Related Posts on Customer Involvement:
How To Get The Customer Relationships You’ve Always Wanted
How Important is Customer Service?
Bringing Customers Together

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