Journal
Loyalty stamps miss the people who never join
Bakeries love a card with ten boxes. So do I, when the question is “who already comes on Tuesdays.” A visit pattern review can list the names that land again and again. That list will not include the person who smelled the bread, saw the queue, and left. They never had a card to stamp.
On a study in Chugureti the stamp book looked healthy. The door counts did not. People entered, stood behind three office orders, and turned around. The owner wanted to print more cards. The floor wanted a second person at the counter between 8:40 and 9:10. Those are different spends.
When we brief, I ask the owner to put the stamp book down for twenty minutes. We look at empty-handed exits and at the pause marks nearest the door. If the only evidence in the room is repeat names, we are complimenting the choir. The street is still out there, deciding whether to come in.
A finding briefing can be booked on its own if you already have a book of stamps and a week of door ticks. Bring both. Leave the speech about “our community” until after we have counted the people who never joined it.