Have you ever thought about what keeps people coming back to your store to buy products? The main reason behind this is that you have a loyal customer base.
Customer loyalty is a constant positive relationship between a brand and its customers. That’s what drives repeat purchases and prompts current customers to go back to the business instead of buying somewhere else.
In this article, you’ll find out what makes up customer loyalty, why it’s so important, as well as some proven strategies and examples that can help take customer loyalty to the next level.
Why Is Customer Loyalty so Important?
The number one reason why customer loyalty needs to be your priority is that repeat customers spend more money and buy more often than first-time customers.
Loyal customers always produce higher conversion rates. Ultimately, this works wonders for your business’s profits.
It doesn’t matter how big or small your business is; customer loyalty is crucial. The newcomers are always difficult to convince because they have no experience with the services or products you’re offering.
On the other hand, individuals that have already bought at your store are more accessible to sell to because they know all the ins and outs.
Additionally, all marketers should know that investing in current customers is cheaper than investing in customer acquisition. Various studies have proven that getting a first-time customer is almost five times more expensive than retaining a loyal one.
Last but not least, repeat customers have greater chances of returning. The likelihood that they will buy again increases as they generate more purchases, and they tend to spend more on busy holiday seasons.
How to Take Customer Loyalty to a Whole New Level?
To build a solid base of loyal customers, a business needs to do everything to make its buyers satisfied and happy with the products (or services) they buy.
Let’s see how your business can achieve this.
Reward your loyal customers
It’s absolutely necessary to devise a reward system for the most loyal customers. This is the best way to attract them to always come back for more.
In most cases, loyalty programs rely on point systems where customers earn loyalty points every time they buy from the business. These points, when accumulated, get them a reward (discounts, free products, etc.).
On the other hand, you can also opt for a card-based system where customers get a reward for loading up and spending money through the card.
The bottom line is that a loyalty program that rewards customers will make people eager to keep coming back and spend again.
Take good care of your customers
An essential part of your business is its customer service department. A solid client relationship management strategy always brings better solutions for specific customer needs and requests.
For a start, try to learn as much as you can about the different customer segments, including their buying patterns, favorite products, and their perception of your brand.
Also, ensure that your employees who deal directly with customers have the information they need to serve your customers in the best possible way.
Collect and understand customer data
To boost customer retention, it’s essential to dig into data about your customers.
For instance, you could collect data about your customers through feedback forms. These are great when you need to better meet and understand the needs of your customers.
A simple and straightforward customer satisfaction survey can help you learn a lot about how happy your customers are with your customer service. This kind of survey will also allow customers to further elaborate on their experiences and aspects that can be improved.
Finally, a questionnaire on your business’s website provides an easy and convenient way to elicit customer feedback, evaluations, and suggestions about your store and its products.
Segment your customers
No customer loyalty program can happen without a personalized approach. With a personalized approach, your business allows every customer to feel special.
In turn, this kind of approach lets your business be there at the right time and with the right message for each customer. This is what segmentation can do for your business.
Segmentation allows your marketing department to divide the mailing list into parts according to demographics, geographical location, occupation, engagement, buying preferences, interests, and so on.
With that information, marketers can create different email campaigns with relevant offers to each group. Consequently, every subscriber will receive what they desire.
Customer Loyalty Examples
Let’s take a look at some good customer loyalty examples that resulted in great profits and thousands of new customers.
Starbucks released their own Starbucks Rewards program which grew into a major hit with coffee lovers.
With this program, each purchase brings a customer closer to a free drink or even free food. To earn loyalty stars, a customer has to order or pay using a special Starbucks app.
Amazon Prime is a famous Amazon membership that provides subscribers with many great benefits. The most popular benefit is the free 2-day shipping on a wide scope of products.
This is technically not a customer loyalty program, but it still represents a good example of providing enough value to regular buyers through special membership programs.
Sephora Beauty Insider
Businesses in the beauty industry always make great profits through customer loyalty programs. A great example of that is Sephora’s Beauty Insider rewards program.
This is a common points-based reward system where customers earn points for every purchase they make.
The primary reason why it’s so popular is that it allows members to choose how they want to spend their points. In the Rewards Bazaar, new rewards are available every Tuesday and Thursday.
Don’t make the mistake of focusing all of your efforts on customer acquisition. You have seen that building customer loyalty is not only more important, but it also brings more profits and impacts the bottom line better.
Keep that in mind once you gather your team members for a meeting where you’ll discuss new methods to rake in more revenue.