There are many ways of rewarding customers for loyalty – on an ongoing basis. Frequent flyer programs (or in our industry’s case Frequent fryer!) Coles Flybuys, Myer One, Virgin Velocity – the list goes on. But how do you reward (or keep engaged) a customer who makes a once every 15 year purchase?
Well known UK based artisans, Smallbone of Devizes believe they have the answer. Recently having had an £8 million injection by UK investor Leo Caplan, Smallbone have launched the “Owners Club”.
Owners Club members will gain exclusive access to an exciting array of events from their carefully selected partner brands, across interiors, beauty, fashion, art, dining and travel.
To launch the Owners Club they hosted an evening celebrating craftsmanship and luxury at the Flagship Smallbone showroom in Knightsbridge in London. Many of their inspiring brand partners were present on the evening including world-renowned chef Raymond Blanc OBE, who signed copies of his new book Kew on a Plate, while his team from the legendary Le Manoir aux Quat’Saisons demonstrated the techniques of culinary mastery. Guests sampled the finest ganache and artisan chocolate creations from premier Chocolatier, Marc Demarquette and Bespoke Beverages presented its selection of the world’s rarest coffees. Belmond British Pullman gave a taste of the fine dining that you would experience on board its trains with fresh British Rock Oysters. Throughout the evening Anthony Bevacqua, Design Director for Janine Stone, shared his knowledge and tips on creating exceptional homes for exceptional people. 
In the bedroom and bathroom showroom the master perfumer Jo Malone London offered a pampering hand & arm massage and invited guests to discover their bespoke scent from a wide range of delicate fragrances. Stylists from Temperley London imparted fashion secrets on creating the effortless and timeless British style synonymous with Alice Temperley alongside Josephine Home’s elegant bed linen designs. De Gournay’s artist showcased the remarkable and intricate skill associated with hand-drawn and painted wallpapers.
Clients both old and new went to the Knightsbridge showroom to enjoy Billecart-Salmon champagne and canapés by Mosimann’s. The evening ended with a charity prize draw organised in favour of Caudwell Children, a charity that provides family support services, equipment, treatment and therapies for disabled children and their families across the UK.
So there you have it – a unique, perhaps costly, way to engender loyalty.
Would this work for your business?
