I found this video when I was stumbling across some other blogs and I felt that Gary Vaynerchuk not only hit the nail on the head with social media but email marketing as well.
For the PAR Program thas is the whole goal to make sure that the customer feels that relationship and connection with your business. The point is to build a lasting bond rather than a short increase in sales.
This bond, through nonintrusive emails, turns the first time buyers into life long customers who purchase from you and not your competitor. Anybody who has run a business knows how hard/costly it is to get someone into the door for the first time, in fact it costs 6-7 times more to acquire a new customer then it is to keep a new one.
Therefore the businesses that last the longest are the ones that are confident that once someone comes in the store or visits your website that is all it takes because you will be sure to offer them a great product and build a relationship with them.
I can’t think of a single business that doesn’t survive off of returning customers. That is why the PAR Program is so important for literally any business!