How to retain your customers with Loyalty Marketing – WAU
Loyalty Marketing plays an important role when it comes to transforming a simple consumer into a company customer. To generate recurring purchases and a relationship in which the brand is seen as the main one, many important actions make up a work cycle.
The search for new customers requires efforts and investments. Attracting marketing is important, but have you ever stopped to think about the importance of take care of those who have already been conquered?
Loyalty Marketing is a fundamental aspect and part of the relationship with customers.
Every company has the goal of having an audience that consumes its brand and considers it a reference in the segment. However, earning that post requires active work. It is not enough to be in sight and to advertise attraction, it is also essential to nurture this relationship in order to have loyal customers!
In this post, we’ll talk more about Loyalty Marketing. See which points will be covered in the content:
What is Loyalty Marketing?
The efforts that large companies apply to attract new consumers are large and justified. After all, more people knowing your brand and consuming is an exciting scenario, but what about that first purchase?
This entry will not always mean that that person will become a customer, that is, someone who buys on a recurring basis. This is where an important aspect of marketing comes in!
It is precisely because of this uncertainty that we seek to create a stronger bond, and then Loyalty Marketing is essential. This is a strategic aspect that values the strengthening of this relationship with the consumer, to the point that he becomes someone who always buys from the company.
What generates this loyalty is precisely a series of good practices. Loyalty Marketing has the proposal of providing the customer with an adequate scenario to what he seeks, and this happens in different ways, such as:
- a healthy and humanized service relationship;
- advantages in the continuity of brand consumption;
- products and services increasingly adapted to requirements;
- continuation of a satisfactory relationship.
A company that works on good fundraising strategies, especially in Inbound Marketing, can attract a consumer from one moment to the next. After that, it usually takes a while for that person to buy for the first time.
However, for it to become a customer, that is, it has recurrence, the work is much longer and based on trust and good offers.
It is correct to place Loyalty Marketing as a short to long term strategy. After all, we all need some time to create a trusting relationship with someone else, right?
The point is that it does not change when the relationship is with brands.
The relationship with new consumer habits
Loyalty Marketing is increasingly necessary, which is the result of changes in society’s consumption habits, in general. The digital transformation, the opening of information sources and the convenience of the services provided increased the level of public demand.
The classification for this model is consumer 4.0: this is precisely the profile in which the public demands much more than a good service or product. With the narrowing of the relationship between brands and people, there are broader possibilities in which, in all of them, the consumer can participate more.
Outstanding customer service, quick shipment of a product purchased through e-commerce, a more friendly posture on social networks and, above all, a greater concern with adapting the offer to the public: these are some important pillars of the new practices that companies need to adopt.
Consumer 4.0 will only feel fully served when these and other practices are considered by brands. The trend is that only then will the experience be complete, going beyond the commercial relationship. Loyalty Marketing is based on understanding this scenario, since this is the only way to retain customers.
You may be interested in these other contents
Reactive and proactive marketing: what are they and how to apply them?
Referral Marketing: what it is and how to implement this strategy
Operational Marketing: what is it and how does this strategy work?
Offline Marketing: what and how to apply this strategy in 2019
What is the relationship with Relationship Marketing?
Relationship Marketing, as the name suggests, is a job where the main purpose is to develop and maintain a relationship with customers.
The direct relationship with Loyalty Marketing is that, of course, both work on communication development practices between company and consumer. However, the loyalty stage is more in-depth and strategic.
To ensure that a person who has already purchased your brand really becomes a customer, more and more deliver advantages, special purchase conditions and more suitable products and services. It is as if the company’s work, through these practices, is molded to what the consumer expects from the brand.
Establishing a good relationship is a broader job, but it only guarantees that the public will make a good evaluation of the brand. Thus, it is as if he always put it as an option.
However, Loyalty Marketing goes further: the proposal is to place the brand as a reference, that is, whenever the consumer thinks about a product in the segment, the company in question will be the first to be remembered. Thus, it becomes the priority consumption option!
How to implement this strategy to retain customers?
Customer retention is at the heart of Loyalty Marketing’s work. With the right strategy, any brand can generate this recurrence and establish a loyal relationship with its consumer.
Next, see what practices help to establish a favorable routine in this scenario.
Collect and interpret data to know the customer’s profile
During the relationship with your brand, the customer will offer a lot of interesting data that help to translate their preferences and what they seek.
In customer service, browsing your e-commerce and even products purchased for the first time: this entire trajectory builds a detailed analysis of what the customer is looking for.
This information is integrated into the CRM and form a database about that consumer. These data will serve as a basis for analysis, since from them it is possible to know your audience in depth. From them, specific actions are carried out more accurately.
Bet on multiple channels of customer interaction with the brand
A company that wants to position itself well needs to be where the consumer is. Social networks are a relationship, service and positioning channel, that is, being present in them is indispensable. More than simply positioning the brand, there it is possible to interact and strengthen this relationship.
Consumers are looking for companies that give this opening, either so that the public can give an opinion, or to participate behind the scenes. This involvement generates this feeling of familiarity and belonging. It is up to companies to know how to use this to guide their marketing actions and adapt their services and products.
You may also be interested in this content!
Lovemark: what is it and how to have a brand loved by the public?
Offer what your customer wants
What is your client looking for? The requirements may be broad, but your company must be aware of what they mean. Some issues are more commercial, like price and payment methods, in the case of e-commerces, are simple factors that can be met, but that demand organization.
In addition, there are other points more linked to marketing and positioning. A company with a younger and more humorous personality you can apply this to your relationship with the public.
A good example is Netflix, which has already become a successful case when we talk about fun and humanized responses on its social networks. Those details of your positioning tone are things that make you loyal!
Monitor satisfaction level
Loyalty Marketing also has a more passive component in its strategy, that is, the analysis of how the consumer classifies the company. This can be captured from several sources, such as:
All of these public responses need to be analyzed in depth. From this, it is possible to detect at what points it is possible to improve, which is the beginning of a more strategic work.
These specific actions represent certain changes, which results in satisfied customers who are more likely to be loyal to the brand.
Offer loyalty programs
Loyalty programs are mechanisms that have been used for a long time, but have a great capacity to have an effect. The reason is simple: the public is always looking for advantageous conditions for them to consume.
From that, there are a number of possibilities for programs that help to generate that feeling of enjoying something exclusive and really different. The important thing is that, in some way, this mechanism generates loyalty, that is, recurrence. The advantage must be related to regular consumption.
There are companies that offer discount coupons to those who shop frequently, while others form real advantage clubs. Loyalty is easily obtained when the advantages are concrete and, more importantly, bring something really interesting to the consumer.
Loyalty Marketing is an important aspect that strengthens the relationship, but it also results in a recurrence of consumption.
For brands, this is fundamental from a strategic point of view, since it is good for the image. In addition, it strengthens commercial activity, since sales are boosted.
Did you like to know more about this topic? Now enjoy and check out our complete material on e-commerce!