There are different levels of brand loyalty based on your customer’s reasoning for purchase.
STRICT: These types of customers are loyal to a single brand. One sign of a strict brand loyal customer is their repurchasing behaviour despite being able to purchase the same product or service at a lower price from the competition.
Having a large brand loyal audience has numerous advantages, but there are five main benefits that convey exactly why improving your brand loyalty is crucial to long-term business success.
While brand loyalty ultimately comes with brand maturity, there are definitely ways you can assist the process and get the results you want. When it comes to customers, there are 3 main factors that influence their loyalty to a brand:
HOW: Listening to your customers needs is important but don’t forget about the power of anticipation. When you really know your customer base you should be able to predict what product or service will be useful to them, even if they don’t see it themselves. A basic example of this type of anticipation would be a follow-up email with recommended products similar to the one your customer purchased.
Consider what solution your customers already purchase from you and predict what would also be useful to them.
HOW: It’s all about consistency. Every time your customer purchases a product or service, it need to a positive experience every time. When your customer knows you’ll deliver exactly what they want it builds trust and increases brand loyalty.
Be sure to have stringent quality guidelines for every product or service you offer. When adding new products to your company, they need to be the same high-quality as the others.
HOW: Consumers want to feel connected with their favourite companies. This promotes goodwill among all and, once again, builds trust. Connection of this type is the ultimate way of building strict loyalty as it’s a more personal approach.
Social media is one of the most cost effective tools available for connecting with consumers. Other tried-and-true methods of connection include offering quick email contact, live chat and pleasant on-phone customer service. A follow-up email after a purchase of a product or service (i.e. emailing to ensure if purchase was what they expected) is another powerful way of letting your customers know you care and are listening.
Building brand loyalty is all about perseverance and patience. It is one area where most quick fixes just simple won’t cut it. Consider your own loyalty as a consumer and you will likely come to the conclusion that a company can’t easily buy your own trust.
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