Economy
3 Big Hooks Businesses Use to Attract and Retain Customers
When you take a look around you, you’re always targeted by ads, offers and limited time discounts. They’re in print, on buildings, and everywhere you go online; but what are the most effective methods used by the most lucrative brands? And how can we expect them to evolve in the years ahead? Let’s take a closer look at 3 notable examples of popular techniques used to attract and retain customers.
Remove friction, increase sales
Netflix rose to the top of the streaming world in large part due to their willingness to offer 30-day free trials all over the world. The clever thing about this move is that they knew that after 30 days, you’ll be interested in many shows and desperate to continue watching.
There was, however, the frictional element of the first payment which needed to be removed if the funnel was going to work as intended. Setting up a payment plan along with all payment details is often a complex and time-consuming task. That’s why the Netflix team kept everything simple by taking payment details electronically as part of the registration process for the free trial. They then set the paid subscription to automatically begin after 30 days, while continuing to learn about the user’s likes and dislikes during that window.
By having an entire month of user data, Netflix was able to retain millions of customers by recommending shows they knew they would like. The fact that all a user had to do was simply continue watching meant that the transition to paid use was hardly noticed by them. Now that they have attained market dominance, Netflix has removed the free trial options.
Given Netflix’s unstable position, it’s possible that trials will officially become a thing of the past. Instead, there’s talking about a cheaper ad-supported version designed to steer people away from disruptive entrants like Disney+ or HBO Max.
Who doesn’t love free stuff?
No deposit bonuses that are offered by online casinos are another great example of schemes designed to attract new potential customers. By offering things like free spins, online casinos are attempting to entice players to start playing in their casinos. Because they don’t have to deposit money to activate the bonus, they will feel like it won’t hurt to try.
Casinos want players to get a taste of a particular game or the casino itself, and since the selection of products and services today is practically endless, one must try to sway the customer to their side and stand out. With savvy players always looking for new ways to have fun online, we can continue to expect a raft of new types of bonuses to keep flowing.
When points matter
The cost of living crisis and inflation in many markets means that household budgets are being stretched in a way they haven’t been for a long time. Supermarkets have come up with their own ingenious way of retaining customers. In-store offers and discounts have long been the norm in every type of store — not just supermarkets — so many shops needed something to stand out from the rest of the market.
Target’s loyalty program was the market leading initiative in this space. The company used an in-depth knowledge of each shopper’s habits to offer personalized discounts. This gave rise to store loyalty cards and points systems where the more a shopper bought, the more they would earn in loyalty points.
Nowadays, shoppers can redeem their points for discounts applied in store, extra products at the checkout, or sometimes even products and services from third parties. The idea here is to turn an everyday action (paying for clothes and groceries) into something which leads to a desirable reward, in addition to the products themselves. Stores are then able to produce greater brand buy-in, while customers feel valued and have an attachment to a particular chain, regardless of how similar the rest of the market is.
These types of offers are not likely to go away any time soon and are set to gather pace in the 12 months that lie ahead. Because of the unstable situation around the world right now, we can safely expect to see supermarkets double down on their offers and loyalty schemes in an effort to maintain their customer bases.
Now that you’ve heard our thoughts on some of the common methods for retaining customers, can you identify if you’re “guilty” of some of them?
Economy
FAAC Disburses 1.727trn to FG, States Local Councils in December 2024
By Modupe Gbadeyanka
The federal government, the 36 states of the federation and the 774 local government areas have received N1.727 trillion from the Federal Accounts Allocation Committee (FAAC) for December 2024.
The funds were disbursed to the three tiers of government from the revenue generated by the nation in November 2024.
At the December meeting of FAAC held in Abuja, it was stated that the amount distributed comprised distributable statutory revenue of N455.354 billion, distributable Value Added Tax (VAT) revenue of N585.700 billion, Electronic Money Transfer Levy (EMTL) revenue of N15.046 billion and Exchange Difference revenue of N671.392 billion.
According to a statement signed on Friday by the Director of Press and Public Relations for FAAC, Mr Bawa Mokwa, the money generated last month was about N3.143 trillion, with N103.307 billion used for cost of collection and N1.312 trillion for transfers, interventions and refunds.
It was disclosed that gross statutory revenue of N1.827 trillion was received compared with the N1.336 trillion recorded a month earlier.
The statement said gross revenue of N628.972 billion was available from VAT versus N668.291 billion in the preceding month.
The organisation stated that last month, oil and gas royalty and CET levies recorded significant increases, while excise duty, VAT, import duty, Petroleum Profit Tax (PPT), Companies Income Tax (CIT) and EMTL decreased considerably.
As for the sharing, FAAC disclosed that from the N1.727 trillion, the central government got N581.856 billion, the states received N549.792 billion, the councils took N402.553 billion, while the benefiting states got N193.291 billion as 13 per cent derivation revenue.
From the N585.700 billion VAT earnings, the national government got N87.855 billion, the states received N292.850 billion and the local councils were given N204.995 billion.
Also, from the N455.354 billion distributable statutory revenue, the federal government was given N175.690 billion, the states got N89.113 billion, the local governments had N68.702 billion, and the benefiting states received N121.849 billion as 13 per cent derivation revenue.
In addition, from the N15.046 billion EMTL revenue, FAAC shared N2.257 billion to the federal government, disbursed N7.523 billion to the states and transferred N5.266 billion to the local councils.
Further, from the N671.392 billion Exchange Difference earnings, it gave central government N316.054 billion, the states N160.306 billion, the local government areas N123.590 billion, and the oil-producing states N71.442 billion as 13 per cent derivation revenue.
Economy
Okitipupa Plc, Two Others Lift Unlisted Securities Market by 0.65%
By Adedapo Adesanya
The NASD Over-the-Counter (OTC) Securities Exchange recorded a 0.65 per cent gain on Friday, December 13, boosted by three equities admitted on the trading platform.
On the last trading session of the week, Okitipupa Plc appreciated by N2.70 to settle at N29.74 per share versus Thursday’s closing price of N27.04 per share, FrieslandCampina Wamco Nigeria Plc added N2.49 to end the session at N42.85 per unit compared with the previous day’s N40.36 per unit, and Afriland Properties Plc gained 50 Kobo to close at N16.30 per share, in contrast to the preceding session’s N15.80 per share.
Consequently, the market capitalisation added N6.89 billion to settle at N1.062 trillion compared with the preceding day’s N1.055 trillion and the NASD Unlisted Security Index (NSI) gained 19.66 points to wrap the session at 3,032.16 points compared with 3,012.50 points recorded in the previous session.
Yesterday, the volume of securities traded by investors increased by 171.6 per cent to 1.2 million units from the 447,905 units recorded a day earlier, but the value of shares traded by the market participants declined by 19.3 per cent to N2.4 million from the N3.02 million achieved a day earlier, and the number of deals went down by 14.3 per cent to 18 deals from 21 deals.
At the close of business, Geo-Fluids Plc was the most active stock by volume on a year-to-date basis with a turnover of 1.7 billion units worth N3.9 billion, followed by Okitipupa Plc with the sale of 752.2 million units valued at N7.8 billion, and Afriland Properties Plc with 297.3 million units sold for N5.3 million.
In the same vein, Aradel Holdings Plc remained the most active stock by value on a year-to-date basis with the sale of 108.7 million units for N89.2 billion, trailed by Okitipupa Plc with 752.2 million units valued at N7.8 billion, and Afriland Properties Plc with a turnover of 297.3 million units worth N5.3 billion.
Economy
Naira Trades N1,533/$1 at Official Market, N1,650/$1 at Parallel Market
By Adedapo Adesanya
The Naira appreciated further against the United States Dollar at the Nigerian Autonomous Foreign Exchange Market (NAFEM) by N1.50 or 0.09 per cent to close at N1,533.00/$1 on Friday, December 13 versus the N1,534.50/$1 it was transacted on Thursday.
The local currency has continued to benefit from the Electronic Foreign Exchange Matching System (EFEMS) introduced by the Central Bank of Nigeria (CBN) this month.
The implementation of the forex system comes with diverse implications for all segments of the financial markets that deal with FX, including the rebound in the value of the Naira across markets.
The system instantly reflects data on all FX transactions conducted in the interbank market and approved by the CBN.
Market analysts say the publication of real-time prices and buy-sell orders data from this system has lent support to the Naira in the official market and tackled speculation.
In the official market yesterday, the domestic currency improved its value against the Pound Sterling by N12.58 to wrap the session at N1,942.19/£1 compared with the previous day’s N1,954.77/£1 and against the Euro, it gained N2.44 to close at N1,612.85/€1 versus Thursday’s closing price of N1,610.41/€1.
At the black market, the Nigerian Naira appreciated against the greenback on Friday by N30 to sell for N1,650/$1 compared with the preceding session’s value of N1,680/$1.
Meanwhile, the cryptocurrency market was largely positive as investors banked on recent signals, including fresh support from US President-elect, Mr Donald Trump, as well as interest rate cuts by the European Central Bank (ECB).
Ripple (XRP) added 7.3 per cent to sell at $2.49, Binance Coin (BNB) rose by 3.5 per cent to $728.28, Cardano (ADA) expanded by 2.4 per cent to trade at $1.11, Litecoin (LTC) increased by 2.3 per cent to $122.56, Bitcoin (BTC) gained 1.9 per cent to settle at $101,766.17, Dogecoin (DOGE) jumped by 1.2 per cent to $0.4064, Solana (SOL) soared by 0.7 per cent to $226.15 and Ethereum (ETH) advanced by 0.6 per cent to $3,925.35, while the US Dollar Tether (USDT) and the US Dollar Coin (USDC) remained unchanged at $1.00 each.
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