In today’s retail landscape, the loyalty of your customers is one of your greatest assets, particularly as you leverage an efficient omnichannel strategy. Research has shown that customers that make their purchases both online and offline have lifelong value, but what is it that attracts consumers and keeps them coming back for more? These tips will help businesses maximize their return on marketing efforts and build a brand that consumers will love.
1. Stand for something
Consumers want a transparent brand that boasts a sense of community. They’re looking for brands that back, focus on providing ethically sourced products, and demonstrate how they value employees. Your consumers want to know that you treat people and the environment right. Your brand should have a stance that consumers can get behind and feel good about when they make a purchase.
2. Do more
Excellent customer service should be obvious, but many retailers fall short in this area. Sometimes return and exchange policies don’t resonate with the needs of the customers or HR isn’t hiring the right people for the available positions. Your culture should create an environment in which the people working at your business are driven to help the customer – and empowered to do so.
Not only should you meet your customers’ expectations, but you should exceed them whenever possible.
3. Emotional Connection
We’re well beyond the time where encouraging a sign up for your email marketing and customizing your newsletter with coupons will even deliver ROI. Today’s customers expect to be surprised and delighted; they want a reason to come to your store – and that reason is highly-customized, hyper-focused, and experience-driven.
4. Create convienience
We’re well beyond the time where encouraging a sign up for your email marketing and customizing your newsletter with coupons will even deliver ROI. Today’s customers expect to be surprised and delighted; they want a reason to come to your store – and that reason is highly-customized, hyper-focused, and experience-driven.
5. Encourage conversation
Human connection is what drives retailer, regardless of innovations like AI and machine learning. Consumers love technology, but they still love being heard by a person. Ask for reviews online and encourage both positive and negative feedback from existing loyal customers. What attracted them to your business and why do they keep coming back? Such information could drive future marketing campaigns. Don’t hide behind chatbots or self-help checkouts. Your consumers want access to every aspect of retail, both robotic and human, and an honest conversation will offer better insight than any focus group.
6. Loyalty Programs
Rewards are the driving force of many purchases, like a simple points system or the classic McDonald’s Monopoly game. Loyalty programs encourage repeat visits to your store, giving you a chance to impress your consumer base even after a promotion is over. Give customers a reason to visit your business beyond the usual daily engagements.
A loyal customer is also your best marketing strategy, because they will speak highly of your brand to friends, family, and across social media. There are no limits to the benefits of a loyal customer, and with retailers fighting over consumers, engagement is a top priority. Generating leads for sales is important, but not nearly as crucial as gaining the trust of repeat customers. It costs more to attract new customers than it does to retain loyal ones. When you already know how to connect with your target consumer base, it significantly reduces marketing costs. It’s easier to promote new products to those that already love your business.
