Brand loyalty refers to the behaviour of consumers who show constant interest and loyalty to a particular brand.
It is typical of a customer who decides to repeatedly purchase one or more of the same company's products, without considering possible substitutes from competitors.
Working on building and consolidating brand loyalty requires constant work over the time. A company that ignores consumer trends is bound to lose customer loyalty. Only through continuous monitoring is it possible to measure the level of satisfaction achieved by a consumer in the use of certain products or services and to identify the right countermeasures in the event of changes in public preferences and behaviour. As a matter of fact, it is crucial to give value to customers by listening to their feedback.
Furthermore, creativity has to be taken into consideration, structuring the right advertising strategy, but never neglect interaction, involvement, and relationship. Create a unique voice that represents your brand and makes it feel accessible to the people in your audience. Achieving this, across all channels, will make your brand more recognisable and memorable.
Take a look at the following 6 ways to achieve greater brand loyalty.
The starting point for establishing trust with people is interaction; if people don't feel involved, they don't trust the brand, so they won't convert or buy.
As in real life, trust is created online by word of mouth, references from other customers and partners.
Leave nothing to chance, take care of every aspect of your relationship with your audience, actively involving and offering them quality content. In this way the user will be more inclined to share, which in turn will increase the brand's chances of getting in touch with other new potential customers.
Since most people buy online, you should create an online community. Human beings have an innate need to belong to something. Due to that, once you know the expectations of your audience, create an online group and bring those people together. Make them the first to know about your brand news and offers.
At the end of the article, you will discover how to create online communities in your eCommerce.
The level of customer service a brand provides to customers plays a huge role in whether or not a customer returns, especially in nowadays market where consumers have a wide variety of choices of products and services.
If it is associated with the quality of the products you sell, a well-structured customer service is the basis for the long-term success of your business and must meet some simple requirements: speed, accuracy, clarity, transparency, kindness, empathy and problem solving.
The way you interact with customers on social media requires a lot of balance and strategic planning because it is entirely public facing. Everyone can see how you interact with potential customers. By doing this, you’re reminding your customers that they’re always the focus of your operations.
Always use verifiable and accredited sources for your content, they will give you more authority, such as blog content, references, truthful customer testimonials, guest posts, etc.
Moreover, lack of credibility online can occur for a number of reasons, but it is good to remember that building trust with the public is a process that does not happen overnight.
Connect and collaborate with other companies, establish constructive relationships: only then will you strengthen your business and become better. Collaboration is an important source of mutual improvement and inspiration and creates a sense of trust among users.
In fact, these partnerships with other companies can offer diverse and exclusive advantages.
Also is fundamental to deliver on everything you have promised and deliver that to the highest of standard. The services and products you provide also need to be of the highest quality.
Furthermore, it is essential to provide original and creative content that answers users' questions and meets their needs. Only by expressing your own personal way of communicating can you establish trust, thought leadership, expertise, and relationships.
Nowadays consumers are becoming more and more demanding. They research, they read, they follow moral models, they have access to public reviews of practically every product in the world. And they cannot be fooled. As a matter of fact, authenticity is becoming more and more important when it comes to brand loyalty. Your brand needs to translate words into actions.
In conclusion, although brand loyalty is an intangible indicator, it is a measurable factor that makes it possible to quantify the success of a brand and to forecast its performance in the future.
Brand loyalty is therefore an aspect that should not be underestimated. Today, emotional involvement is the lever on which to focus in order to maintain the loyalty of existing customers and to try and win over new consumers.
Investing resources in brand loyalty always pays off. It means you can capitalise on your efforts to capture and nurture your leads for a longer time, thereby stabilising your revenue stream and allowing you to continue to grow.
Strong brand loyalty is based on positive emotions. Gain the trust of your customers, offer them the comfort they are looking for, communicate in a recognisable tone and don't lose sight of the key to brand loyalty in any sector or niche: customer satisfaction.
At Vurdere, through the use of our Social+™ tools, we transform eCommerces into vibrant communities of brand advocates, that transformed the way our customers sell products.
In fact, in the product display page, users first see their friends and friends of friends, or people with similar tastes, so that they engage more with the product and help them to decide whether it is suitable for them or not.
If you want to know more about how our solution can create online communities in your eCommerce, schedule a call for a free demo here.