The customer's always right, and looking for a perk

November 20, 2008

In these turbulent economic times, a little stroking of customers might go a long way.

Trendwatching.com notes some companies are gaining an edge through what it calls "Perkonomics" - adding perks and privileges to the regular offering in order to gain loyalty by satisfying consumers' desire for novel forms of status and/or convenience.

Perkonomics applies across all industries, and even to luxury brands that can search for additional status perks to offer customers. In most cases, the perks are free but in some instances the customer pays for the privilege.

Here are some examples.

Exclusive Perks

American Express cardholders had exclusive access to purchase the winning dress designed on the episode of Project Runway of Sept. 3 - non-Amex customers could not purchase it. French-based mobile phone provider Orange has a program that allows users to reserve entertainment event tickets using its cellphones up to 48 hours before they go on sale. When customers of British mobile phone provider, O2, buy an event ticket through the company's website, they can download a Perks Pack, which gives them access to specific amenities appropriate to that particular show. For example, the Diva Package available at shows by artists such as Tina Turner includes cocktails and a cosmetic makeover.

No Queue Perks

Skipping a lineup can be a big time saver and, hence, a major perk. Avis Preferred membership enables car rental customers to skip lines and paperwork and go straight to their car, at more than 1,400 locations worldwide. Washington Redskins fans can purchase a Fast Lane card for $100 (U.S.) that provides premier access to the stadium and expedited security screening at airports. But remember: Marketers can't use such perks to try to obscure inefficient service. Keep trying to make lines shorter for everyone while giving some customers special treatment.

Concierge Perks

Amsterdam-based private bank Insinger de Beaufort launched a service aimed at saving its top clients the time and hassle of dealing with the minutiae of their personal finances. The clients are sent a big shoebox by courier every month into which they drop bills to be paid, receipts, tax returns, speeding tickets, insurance documents and the like, which the bank then handles for them. In Brazil, the Tim and Claro cellular phone networks offer their VIP customers a service in which personal consultants instruct them on how to use their new feature-filled mobile devices.

Assorted Perks

South African health insurance company Discovery has a wellness program called Vitality that offers rewards for a healthy lifestyle based on scientific measurement. Members receive points by decreasing their risk factors for illness, and the higher the points, the greater the access to shopping and travel discounts. Nokia in the Philippines has installed battery-charging stations for phones throughout the Manila subway system, which Nokia owners can use at no cost. The Naumi hotel in Singapore has set aside an entire floor for women, with designer amenities and female-only staff in order to give the increasing number of women travellers in that region a sense of security and privacy in luxurious surroundings. The special floor offers in-room cosmetics, aromatherapy products and pink and grey floral wallpaper.

Parking Perks

IKEA stores in Canada feature two Green Parking spaces close to the store reserved for drivers of hybrid cars and fuel-efficient vehicles. At Turner Field, home of the Atlanta Braves, and a number of other U.S. locations, Lexus arranges for free parking privileges for those driving its vehicles.

 

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