A study along with 2, 000 people through the US and UK simply by Edit, a customer data professional, and Kin + Carta, a digital transformation consultancy, uncovers that more than a quarter (27. 4%) of shoppers now show no brand loyalty at all.
One of the respondents, only 6% of consumers said they will show loyalty to the ecommerce sector. Paradoxically, what we have seen in the last 2 years, due to the COVID-19 pandemic, was a significant i ncrease in online shopping .
The pandemic has changed customer behavior and accelerated many changes in the retail sector. So we need, more than ever, to be aware of the experience we are providing to our customers. Otherwise, we will turn out losing strength in the market.
Do it again purchasing is not loyalty
Along with purchase frequency, a company that will establishes strong brand devotion is able to ensure that its consumer trusts, engages, defends plus recommends products and services. A strong connection is created between the brand and the customer that goes considerably beyond a purchase and also a sales relationship.
Apple is a great example of a brand that, over the years, has built strong loyalty. Study shows that Apple company has the most loyal smartphone customers in the US and that more than 90% of consumers say they intend to buy another apple iphone . It’ s a high percentage. And that doesn’ t mean the competition is weakened or that their products are usually inferior, but that Apple provides a complete customer encounter and the brand positioning connects with its consumer.
The relationship is really strong that customers possess stickers, shirts and even tattoo designs with the Apple logo! This actually also happens with Harley Davidson, for example – customers don’ t just buy a motorbike, they buy an experience of the brand’ s culture and lifestyle.
There are other good examples associated with companies that do this properly and, as a consequence, have higher brand loyalty. You may have considered Coca-Cola, Disney, Starbucks or even others.
But , after all, how can we create brands that will delight, engage and preserve engaged customers?
Build true connections
How did Apple, Coca-Cola and Harley-Davidson generate such strong loyalty and bonds? What do they have in keeping?
These brands sell much more than just the product or service itself. They sell nostalgia (Coca-Cola), innovation (Apple) or lifestyle (Harley Davidson). The entire communication and positioning strategy is made around what they believe in and that creates a deep connection with the consumer.
It may sound cliché to state it here, but the point is: do you want to create a unforgettable brand? You really need to start with the particular “why”. Clearly understand your brand’s purpose and how it creates a genuine connection with your audience’s needs and desires. What is your company’ t reason for being? How does that will differentiate you in the more and more saturated market?
It is worth (re)watching the TED Speak “Start along with Why” , by Claire Sinek.
Focus on the customer encounter
OK! We know it is essential to possess a well-defined purpose, to have clearness about how it connects using the public and, from that will, to develop an organizational strategy.
But what the research uncovers is that “brand affinity through emotional connection has weakened, to be replaced with habitual ties based on lived plus related experience with brands and retailers. ”
In this situation where brand loyalty is losing strength and creating deep connections loses area to the rapid volatility from the market and purchase opportunities, providing positive customer experiences becomes crucial.
The customer’ s experience is defined by the interactions they have with your brand – be it direct or indirect. To ensure a good customer encounter, the first step is to have a holistic and complete see of the entire customer trip (before, throughout and after the purchase).
As much as we’ ve been discussing it for years, in practice it’ s still not that will widespread: according to another survey by Family member + Carta , more than half of all companies (55%) do not possess a single, complete view of all customer interactions.
The lack of this particular knowledge creates an shut off and friction-filled experience
It is important to map the factors of interaction the consumer offers with your brand and, following that, think of improvements to ensure the encounter is beneficial for your customer. It should be based on what makes feeling for them (here, it is really worth mentioning the importance of knowing your ideal customer, their behaviors and needs in depth).
Take the time and effort to look at your customer’ s trip with your company. Understand each touchpoint and interaction. Decrease customer efforts. And finally, develop a fluid plus connected journey.
Use data intelligently and strategically
Whether mapping the journey, understanding your purpose or even identifying your ideal consumer, data is essential to obtain greater results and more assertive decisions.
Collect data from your CRM, interview employees, connect with customers, plus analyze feedback received.
Plus don’ t forget to concentrate on what really matters.
Within a reality where we are collecting and receiving data all the time, it is necessary to be clear about what will be analyzed and what this information says. What’ s behind so many numbers?
Real information, connected with a broad understanding of what they represent (in a humanized perspective), should guide your strategy.
Think about Customer Loyalty programs
Creating a Customer Loyalty program that offers incentives, such as benefits and discounts, in order to customers can also help your own customer’ s loyalty process.
According to respondents to the research, one of the factors that would likely increase loyalty to a retailer would be being rewarded.
But remember: there is absolutely no loyalty program that can maintain a bad customer experience.
With so many changes in consumer behavior, focusing on experience continues to be a crucial factor in retaining plus delighting customers. Everything needs to be connected within the customer trip: the brand’ s objective, all interactions, the purchasing experience, and loyalty programs.
By creating a linear plus fluid experience, you ensure a loyal customer.
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