Is Stimulating Brand Loyalty Worth the Effort?

Brand loyalty is defined as positive feelings towards a brand and dedication to purchase the same product or service repeatedly now and in the future from the same brand, regardless of a competitor’s actions or changes in the environment. – Wikipedia

Being a lover of fresh bread in a city like Uyo is not an easy thing.

I spent my first year in school eating different makes of bread but couldn’t find the perfect freshness for my taste bud. Options were limited and I started to develop a habit of aimlessly wandering the bread aisles, hoping and yearning hard enough to get a fresh bread digestible for me again.

And then, on a sunny beautiful noon, I found Kilimanjaro bread. Its freshness can be compared to the freshness of early morning air. I took a risk on those other brown breads for a whole session and now I’m a fan for life.

So why keep going back to Kilimanjaro bread? The sight of it made me smile and the aroma drew me closer till when I purchased it, the touch was with the softness of a little baby,  and the taste? forget it! There’s no comparison.

Hey people, that is what we call a success story for brand loyalty.

So is it all doom and gloom for marketers? Have we been so focused on the slow rolling threat of AI taking our jobs that we didn’t see the little purchase-power pipsqueaks growing up and having their own wallets right in front of our eyes?

I think it will be okay. And yes, it’s still worth reading this article about brand loyalty. We just have to dive a little deeper.

What Makes Consumers Loyal to a Brand?

First, let’s figure out the secret sauce that gets consumers to become brand loyalists.

What makes you loyal to a brand_YotPo
Clearly, you need to have a great and desirable product and margins that allow for discounting. And creating “great deals” will come in handy.

But check out who’s taking third place – customer service.

Customer service is a jackpot for your brand.

First, your customer service (CS) team gets the opportunity to have a touch-point with your consumer and really dig into their needs and desires. Make sure your team is keeping up with customer’s expectations.

Second, you can use the questions and concerns gathered by your CS team and turn them into Big 5 content for your sales team and website. This will allow you to produce the exact content that your customer-base is looking for online, removing the need for them to ask you (or your competitors).

Third, you need consistently happy customers in order to earn their loyalty. So, make sure your team is doing a great job.

According to Yotpo’s “State of Customer Loyalty in 2018” study,

Before considering themselves loyal, shoppers need to buy from the same company:

  • Five or more times (37 percent)
  • Three times (33 percent)
  • Four times (17.7 percent)
  • Two times (12.4 percent)

A great customer experience when contacting customer service and a great website that educates your customers before they even ask their questions is a great way to transform a one-time purchaser into a brand-loyal buyer.

But How Long Do They Stay Loyal?

Once you’ve earned brand loyalty from your consumer, they tend to stick with you.

Are comsumers becoming more brand loyal_YotPo

And over 1/3 of online shoppers claim to be loyal to their favourite brands.

Are Online Shoppers Brand Loyal_YotPo

But Why Does Brand Loyalty Matter?

Encouraging brand loyalty takes a lot of work but there’s more to it than simply having happy repeat-purchase customers.

Brand loyalty is actually a two-way street. Brands do great things and offer great products for their consumers. Loyal customers then help their favourite brands in several different ways.

For brands they are loyal to_YotPo

If 39% of online shoppers are brand loyal and 60% of them will refer friends and family to your brand and product, that’s roughly 23%, or nearly 1/4 of your customer base willing to advocate for you (for free!)

If you’re able to put a great referral campaign in place and take the friction out of the referral process, perhaps that number would be even higher.

Similar to referrals, reviews can really move the dial for a brand.

How customer reviews impact organic traffic_YotPo

Bottom line: Brand Loyalty Is Worth It

Don’t wait for brand loyalty to (maybe) happen for your business, or you can put together a strategy and go after it.

Yes, building a brand-loyal customer base requires a lot of work. But it’s the kind of work that betters your business and produces happy people who advocate for your brand without being asked.

All-in-all I’d say it’s worth it every step of the way.


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