of consumers say they are likely to purchase from the same brand again after receiving an incentive.
of Millennials say it’s important to buy from brands that share similar beliefs and values.
Existing customers are 3-10x more likely to purchase a productas opposed to a cold lead.
of customers say trusting a company increases their loyalty.
The probability of an existing customer buying a new product is over 50% compared to a new buyer. The former also spend 33% more than the latter.
A customer loyalty program is only an effective revenue instrument if it is well thought through. Prior to creating a customer loyalty program, marketers need to put themselves in their customers’ shoes and ask the following questions – and then answer them honestly.
Are the brand and its value proposition directly or indirectly relevant to me?
A value proposition is all about delivering the right brand messaging to your prospects. A brand has to be relevant to the customers in order for them to even consider having a relationship with you.
What do I get for doing business with the brand?
What a customer receives in exchange for doing business with a brand is crucial. Consumers are talented at assessing the rational set of benefits and features that a brand provides. Consumers will show loyalty, but only if they feel they are being respected and getting what they paid for.
How do I feel about doing business with the brand?How does the brand make me feel about being a customer?
Today, marketing messages focus on positive human aspects, such as joy, patriotism, bravery, and beauty. The same is true with loyalty programs. Each purchase or action invokes a positive emotion.
Simply put, an effective customer loyalty program makes its customers feel emotionally comfortable as well as materially rewarded.
Does the brand share the same values as me?
For the emerging demographic of buyers, values matter in a way that they didn’t use to. Consumers are increasingly avoiding brands that they feel do not share the same values as them. If they view brands as socially irresponsible, or think that they aren’t showing concern for society as a whole, they will react very badly.
For some consumers, values become the overwhelming criteria for brand choice. For others, values become a reinforcing criteria. Either way, the values matter.
Can I see myself belonging within the brand’s community of other buyers?
Humans have an innate need to be with others who share certain similarities and amenities. This extends to consumers. There are subcultures, cultures, interests, and amenities stored within those massive databases and membership ranks that lend themselves to communization –where you can build communities within your buyer base.
90% of customers say that suggestions from the community have been used to improve products or services.
A loyalty program should offer a platform where members feel appreciated and part of a community. It helps them distinguish themselves as individuals with unique and carefully developed personal characteristics.
It’s time to rethink customer loyalty in this modern age.
To create a loyalty program from the ground up, business goals aren’t enough. The program has to be built with your customers’ perspective, mindset, and consciousness at the forefront of your thinking. Take time to consider these five questions and you’re off to a powerful start.