Posted by Tony Bentall
Posted on 1st September 2015
Every business wants loyal customers, but how do you foster better relationships so your customers keep coming back? While competitions create engagement and are a great opportunity for a new customer to experience your brand for the first time, they don’t equal brand loyalty. Any business owner can tell you that customer loyalty is crucial for success. Loyal customers become brand advocates and spread the word about your business, bringing you new customers and leads. They’re also cost effective, as keeping a loyal customer costs far less than finding a new one.
So customer loyalty is great news, but how do you attract it?
Over our time in digital media we have found that online loyalty is similar fashion to traditional ‘brick and mortar’ customer loyalty. Through traditional retail avenues it is easy enough to have a satisfied customer. A face to face sales plan can be administered to give them a pleasant experience and they’ll leave happy. But it’s another thing to convert satisfied customers to loyal customers online.
There are hundreds of ways brands can give back to their customers, starting with the basics — great customer service and great products. From a loyalty building perspective, giving requires rewarding continued patronage and engagement. This can be the simplest of gestures — such as offering a free coffee for every five customers who buy — or highly creative and experiential opportunities — such as running onto the field with a favorite team at the next game. Since loyal customers spend an average of 23 percent more than those who are less actively engaged, brands that take loyalty seriously are evolving their existing efforts to include increasingly unique and extraordinary rewards to drive revenue.
Here are four examples of that implement unprecedented methods to engage customers and drive loyalty.