Brand loyalty, defined simply, is the unwillingness of a consumer to switch to a competing product or service. It's one of the drivers behind repeat purchases.
We all know that a new customer is much more expensive to acquire than a returning customer. So how can you encourage customers to return? Sure, a great product and excellent service are key, but in order to return, a customer needs to like your brand. And they need to be reminded of you between purchases.
This is where loyalty initiatives come into play. A loyalty programme is a great way to achieve a few essential things:
Build a relationship with your customers
Rewards and benefits are a great reason to reach out to your customers - and engage them! Run giveaways to get them involved, send them surveys to see what they want, give them special benefits to give them bragging rights. All these options will help the user feel more connected to your brand.
Learn about your customers
You get to be a little selfish too - a loyalty programme is a great way to learn about yoru customers' needs and personas outside your product. By offering them varied benefits you can see what they like, or don't like, and tailor your messaging to them based on what you know.
Stay top of mind
Sure, your customer is involved and engaged when purchasing. But what about all that time between purchases? A loyalty programme keeps them involved even then, and gives you a good reason to reach out and check-in with them. This way, when the time comes around again for a new purchase, they're already thinking of you.
And these are only some of the ways in which focusing on your brand loyalty can help your bottom line. Want to learn more? Drop us a note at partner@bupp.co.uk and let's talk!
Kommentare