When I was younger, my dad owned a pharmacy in a typical suburban town. It was the type of town where everyone knew everyone, and the same customers would come in to pick up their prescriptions and purchase their toiletries and other odds and ends. The pharmacy was like a village square…a place where you could shop while catching up on the town gossip. One resident would be purchasing shampoo and run into her neighbor, who was picking up her high blood pressure medication. Then another neighbor from down the street would pop her head in to say hello, and before long, the whole town was having a conversation in the shampoo aisle.
But in spite of all the blathering and nattering, the customers were incredibly loyal to my dad’s pharmacy and would come back to shop time and time again. Even if an item was temporarily out of stock, most customers would just wait until the item was restocked versus going to another pharmacy.
One year, my dad decided to send personalized Christmas cards to his VIP customers. He asked if I would help him stuff these imprinted Holiday Cards and address the envelopes, and I said yes. Little did I know he had over 300 VIP customers, so that was over 300 envelopes to handwrite, stuff, and lick shut.
After we were about halfway through, I stopped and asked my dad: “Why in the world are you going through all this trouble to mail out these business greeting cards? They’re probably going to end up in the garbage anyway.” He responded by saying: “Come to work with me the day after Christmas, and you’ll understand why.”
So the day after Christmas, I went to work with my dad. We arrived at the store bright and early in preparation for all the crazy post-Christmas shoppers. Before long, the doors were unlocked and the store flooded with customers. Except the customers weren’t congregating in the aisles and talking to their neighbors about their Christmas festivities but instead, they were standing around my dad to thank him for their personalized Christmas cards and to inquire about my family’s holiday.
At that moment, I realized why my dad decided to mail out personalized Christmas cards to his VIP customers. These customers kept the pharmacy in business for so many years, and it was his way of letting them know how much he appreciated them. So if you are looking to express gratitude to a few or several people (or 300 VIP customers), a great way to make your appreciation known is with an imprinted Christmas card.