Even though the concept has been around for decades, the idea of giving your customer a perceived “gift” on the birthday must still work.
I remember the “birthday club” concept at the local Big Boy restaurant chain when I was a kid in Michigan. When you signed up, you were mailed a coupon for a free kiddie burger.
Now, without signing up, I get discounts off shoes, clothing, coffee, car washes and even cookie dough. And even more clothing. Some offers are sent via postcards, others e-mail and even one embedded in a catalog.
Crazy? Maybe. But it seems to work. The perceived value is special and the customer wants to treat themselves for their birthday. (At least I do!)
With the popularity of CRM/database marketing campaigns, sometimes the most obvious strategy can be effective.
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