The term brand refers to the identity that companies or a group of products build to differentiate themselves in the marketplace. Individual brands are designed to appeal to their own particular segment of shoppers, and the brand is reflected in everything from curated products for sale to color themes on websites and in physical stores.
Brands create an emotional connection with customers by offering familiarity with the product and your service. With a brand, customers know exactly what to expect from you and will, hopefully, return again and again. Building a brand takes planning, effort, and work. This blog explores strategies that will pull customers in and persuade them to fall in love with your brand.
10 strategies to build brand loyalty
Know your customers.
If you’re going to attract and keep your core customers’ loyalty, you’re going to have to know who they are, what they’re looking for, and what they expect from you. Online surveys, feedback after a sale has been made, or a detailed analysis of your sales data are good ways to get this feedback. And once you have it, you can implement any changes it advises you to make.
Make a personal connection.
Let your customers know they’re valued by using their name in all communications like emails, direct marketing, or thank-you notes. You could also make your best customers feel special by offering discounts that are just for them. In other words, let them know you value them.
When a shopper visits your business, think of it as welcoming a guest into your home. Be friendly, courteous, and helpful, letting them know how much their patronage means to you. It’s probably the most important factor there is when it comes to nurturing loyalty. The better your customer service is, the happier your customers will be, and the more likely they are to come back again and again.
Offer loyalty programs.
You can’t go wrong when you offer your customers rewards for buying from you. Incentives often take the form of points given for sales over time, points that can be redeemed for a discount or free item when they reach a certain amount. The program could also be tiered: the more a customer shops with you, the higher the level they attain and the better their gift. Psychologically, people love the idea of getting something for nothing, and loyalty programs seem to do that. They’re also a great way to encourage repeat business and to get customers to make that emotional connection with your business.
Keep a two-way communication going.
More personal one-on-one communications in which you exchange information with customers not only increases your understanding of customers, but also invites your customers to help you improve your business. When customers become involved, they feel that emotional connection you’re aiming for. Keeping your shoppers in the loop with bad news as well as good produces an authenticity that will make that connection even stronger.
Pay attention to customer service.
What we’re referring to here is dealing with complaints. It doesn’t matter how much attention you pay to delivering your items in good order and in good time, there will always be times when something goes wrong. It’s important to lay out policies for dealing with issues. Instruct your customer reps to be patient and polite always. Assume the customer is always right and find a genial way to resolve their issues. An approach like this pays off and encourages repeat business.
As an extension of the one-on-one communications described above, being generally open about the ups and downs of your business pays off. It promotes you as an honest company, building trust. That trust will connect with your customers, making them have a good feeling about you and giving them good reason to recommend you to their friends.
Have a website and/or store that’s easy to navigate.
You want to make sure that your customers can find what they want with the least amount of effort. When they open your site, the design should be simple and visually appealing, and directions to the various pages should be immediately obvious. Likewise, if you have a physical store, everything should be laid out clearly, and good signage should let the customer know exactly where they need to go to find what they want.
Ensure your checkout is quick and simple.
When shoppers have decided on a purchase, they want their payments to take as few steps as possible. It doesn’t matter if they’re inputting their credit card details in a clearly-marked box online or tapping their cell as they’re checking out in your store, you have to have a POS system that is simple and speedy. If you don’t already have a good POS system, consider Cin7 Core. It can process your payments efficiently, and it will keep track of your inventory as well.
Display your bad reviews along with the good ones.
Reviews are baked into the online landscape, and shoppers are asked to rate every item they buy and express how they feel about them. Those opinions are not necessarily going to be flattering, but it is in your interest to list both good and bad reviews on your website and marketplace. It tells shoppers you’re honest, builds an enhanced level of trust, and encourages them to buy from you.
Brands can only be successful when they have a high level of customer loyalty and a solid base of patrons that return because they love the products and feel they’re treated respectfully. That respect is an aspect that should never be overlooked. Although achieving brand loyalty takes time, patience and focus, following our tips will get you there.
A good automated system like Cin7 Core has features that can be enormously helpful in enhancing your customer experience and building brand loyalty. Learn more by scheduling time with one of our experts today.