Showing Customers the Benefit of Loyalty to Your Brand

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“Brand loyalty is a genuine emotional attachment that occurs when customers appreciate the value of a product or service. Therefore, companies with high customer and employee loyalty must reward their stakeholders consistently,” – JoAnna Brandi

Loyalty represents a primary human emotion that drives certain aspects of human behaviour. Commerce has assiduously worked to harness this human emotion in an attempt to influence customer behaviour, ring fence customer dollars, and to boost business outcomes. Many brands and businesses have created techniques to sustain customer loyalty, but modern businesses need to demonstrate the benefit of loyalty to their consumers and customers. This is important because such a demonstration can safeguard loyal customers against poaching attempts launched by rival businesses. In the following paragraphs, we intend to examine some of the tactics that enable businesses to spotlight the benefit of loyalty for their customers.

Brands and businesses can choose to device special privileges for their loyal customers. This is one of the elementary aspects of cultivating customer loyalty toward a certain brand. This tactic is complemented by creating a reward programme that enlists loyal customers. The practical aspects of these tactics can hinge on loyalty cards issued to privileged customers; these cards can be tied to a points system wherein, every purchase creates a certain number of points in favour of the loyal customer. We note that both these tactics enable a brand to demonstrate to customers the benefit of loyalty in modern markets.

Brand managers can put in place certain privileged access mechanisms for the benefit of loyal customers. These mechanisms can relate to a gamut of consumer activities such as shopping, visiting theatres, and boarding airplanes. For instance, a footwear brand can collaborate with an entertainment conglomerate so that patrons of the former business receive privileged treatment when they visit theatres operated by the latter. This is a definitive demonstration of the benefit of loyalty for patrons and loyal customers of the footwear brand. Similarly, a commercial airline services operator can reward loyal customers with privileged services on board airplanes, in addition to ‘frequent flyer’ miles. We note that these devices can endear a brand to its customers and create long-term customer commitment toward a brand or business.

Loyalty clubs can help a business enterprise to underline the benefit of loyalty in commercial markets. These clubs are essentially a long-term business investment because the members of such clubs represent a steady value proposition for sponsoring businesses. Business managers can choose to cultivate the customers that populate these clubs and dispense custom goods and services to said customers. We note that the loyalty clubs offer businesses an opportunity to harness long-term customer loyalty while encouraging members to enrol their friends and associates. In light of the above, we may state that such clubs define the benefit of loyalty to a brand and also serve to expand the remit of a business enterprise.

Customers appreciate tangible rewards; therefore, commercial enterprises should work to offer bulk free shipping to loyal customers. This technique is especially useful for e-commerce operators because it enables them to spotlight the benefit of loyalty to their businesses. Intelligent e-commerce business managers can remind loyal customers through emails, text messages, in-app messages, and in-packaging messages that merchandise will be despatched free of shipping costs. These messages endear businesses to customers and encourages opportunities for future transactions. We note that this approach helps to reinforce customer loyalty and to engender a customer mind-set that tunes out marketing pitches from random business operators.

Brands and businesses can elect to build customer stories and integrate these into marketing videos. Genuine and loyal customers can relate their experiences with a brand or a product and these narrations recorded and developed into brand marketing videos. We note that brands should select these customers carefully and develop the narrative to highlight the brand. The creative exercise underlines the faith that a brand reposes in its loyal customers thereby reinforcing the bond between the business and loyal customers. We note that such exercises essentially represent a non-material approach that demonstrates the benefit of loyalty to significant customers.

Social media has emerged as an integral part of the modern consumer’s personal and work lives. Recent trends indicate that brands and businesses interact with their consumers on multiple social media platforms. These electronic interactions can empower brands and businesses to underline the benefit of loyalty for their customers. For instance, a brand can create shout outs on its social media handles in a bid to address its loyal fan followings. This acknowledgement is essentially a high-visibility electronic ‘pat on the back’ for loyal customers. In a similar vein, a brand or business can feature customer stories on its flagship Internet website. These actions engender closer commercial relationships between brands and their customers.

Material rewards play a significant role in commercial relationships. Brands and businesses can leverage this fact to deliver branded products and merchandise to the doorsteps of loyal customers. These deliveries can coincide with certain calendar dates that are personally significant to customers and clients. For instance, a brand can initiate such deliveries on customers’ birthdays and thus ignite customer delight. The recipients may elect never to transact with competing brands in the future, thereby investing the sponsor brand with significant importance. We note that such acts deepen customer relationships and can spotlight the benefit of loyalty in the modern world.

Businesses can invite loyal customers to write blogs from a customer’s perspective. This initiative is significant because it underlines business intent to engage with customers over the long-term. Loyal customers may pen their experiences and expectations from a brand and subsequently narrate the course of their brand interactions. These blog posts can help to spotlight diverse customer viewpoints and thereby raise the profile of the brand. We note that such initiatives boost brand recall and enable modern customers to appreciate the benefit of loyalty.

The end of the calendar year coincides with much celebration, travel, and revelry. In line with this, business entities may sponsor celebratory occasions to reward their loyal customers. These can take the form of private parties, sponsored tours, holiday travels, and visits to entertainment parks for loyal customers and their families. We note that these celebrations may involve a considerable outlay and therefore, brands and businesses should plan these investments ahead of time. However, these sponsored activities are significant because they help to demonstrate the benefit of loyalty in the commercial world.

In the preceding paragraphs, we have examined some of the techniques that enable businesses to show the benefits of brand loyalty to their customers. We must state that every brand must exert itself to earn this loyalty and develop it through sustained effort. These actions must be premised on the fact that every customer represents an opportunity to boost business. That said, commercial operators must acknowledge that the surfeit of brands and businesses in modern markets creates much scope for business disruption. Therefore, brands and businesses must deploy and demonstrate the concept of customer loyalty in a bid to safeguard their margins. Further, business managers and the top management of a business enterprise should create and invest sufficient capital into these initiatives. The outcomes of these actions should empower businesses to realise their corporate destiny.

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