LOY-AL

‘Having or showing complete and constant support for someone or something’

Source: MerriemWebster.com/dictionary

In today’s digital landscape of open borders and increased options, the need to strengthen brand loyalty has never been more critical.

And while shoppers are handing over personal information fast and furiously to retailers in the hope that they get something of value in return, many retailers are yet to effectively utilize this data.

The first step: use your data! Knowing ‘what’ your shoppers buy, ‘where’ and ‘when’ gives you a good understanding of their worth. From this you can at least start to customize your offers as appropriate.

What it doesn’t tell us ‘where else’ shoppers are spending their dollars or ‘why’ they chose to spend elsewhere.

Understanding this ‘WHY’ becomes even more critical when it’s believed that around 80% of a shopper’s buying decisions are driven by emotions, not by logic.

Step two; create a dialogue with your shoppers. Invite them to give feedback, incentivize them to complete a survey. Whatever it takes. Ask them what they are getting from competitors that they are not getting from you. Then see if you can accommodate these needs.

With the customer journey and path to purchase more complex than ever, building brand loyalty isn’t just be the domain of marketing teams. Creating strong personal relationships, having empathy and improving the customer experience is key.