These days, if consumers in Gainesville open their wallets, chances are the credit card slots will be crammed with a colorful array of restaurant and retail membership cards, rewards and coupons.
From the classic buy-one-get-one offer to membership clubs and frequent shopper reward cards, businesses are offering more and more enticements to get new customers to visit their doors. Here are some specific programs that local businesses have been using successfully:

Frequent shopper programs. The Japanese bistro Rolls ’n Bowls is offering members “sushi passes” they can swipe each time they make a purchase, says general manager Dave Piasecki. Customers register online for the passes, then each time they make a purchase, they receive points that they can redeem for anything from gift cards to meal discounts. Additionally, Piasecki says Rolls ’n Bowls can pull from that member database to e-mail customers one-time offers.
In addition to increasing profits, frequent shopper programs by nature encourage frequent shoppers. Harvest Thyme Café gives out VIP cards to customers, which leads regulars to visit the restaurant “every other day or at least once a week,” says General Manager Kristin Rossetti.
“It’s a good marketing strategy,” Rossetti says.
Membership cards. Many businesses use these cards to generate repeat business but few do it better than CVS pharmacy. The company’s program is so sophisticated, it can track purchases consumers have made in the past, then create instant coupons for items similar to those past purchases. This not only encourages repeat business, but it can entice customers to dip back into the store as soon as they receive a reward and make additional purchases.
Oaks Mall retailer Wet Seal uses similar concepts. At Wet Seal, customers can buy a membership card good for a year, which offers them a certain percentage off every purchase and qualifies them for special coupons and e-mail offers.
Cash giveaways.  Nothing draws attention like cash. And to prove the point, earlier this year, Rolls ‘n Bowls team members rolled onto the University of Florida campus and distributed about 500 $1 bills to baffled students. Stickers on the bills advertised that the restaurant would redeem each $1 bill for $4 when it was spent at the restaurant. This creative “guerilla grassroots” marketing approach generated a 40 percent return on investment, Piasecki says. “People remember your business if you use a creative marketing strategy,” he says. “Their interest is piqued when it’s something they haven’t heard of before.”

 Execution is Key
    While customer attraction programs can generate extra business, even a good one will fail if you don’t execute it perfectly, says Richard Lutz, marketing professor at the University of Florida. To make yours work, keep these thoughts in mind.
Use coupons judiciously. Although coupons can bring in new customers, you need to make sure you don’t become too dependent on them, Lutz says. If you do, customers will become loyal to discounts rather than your brand.
Have enough product on hand. This seems like a no-brainer, but it’s essential if you’re offering a special that you prepare adequately for the demand. “How many times have you gone into a business that’s giving out a free product only to find out they’ve run out?,” Lutz asks.
Offer first-class customer service. Special programs can bring in customers, but to keep them coming back, great customer service is king. Lutz says the single-best thing to do to create loyalty is to treat customers right and make sure they’re happy.
“Loyalty happens when customers are getting a value from your company that’s better than competitors,” Lutz says.