It’s time for fidelity to move from the transactional system in a personal, dynamic relationship between brands and their customers.
Now, personalization has become the norm, we want to feel famous brands, we chose time and time. And how do we give brands greater access to our data and our wallets, we expect more from this relationship.
We are ready to take on brands that get it right, and not particularly tolerant of those who do not. In the survey, 2016, Facebook found that 77 percent of people say they bought from their favorite brands. Forty per cent, as a rule, regular customers, but I would have chosen another brand that offers the best experience. Thirty-seven percent, meanwhile, say they make buying decisions based on their emotions.
Additional research shows how our ideas about loyalty programs vary from one transaction model, popularized by airlines, shops and restaurants in the 1970-ies and 80-ies. One study showed that 78% of American consumers to abandon the loyalty program upon registration. Moreover, consumers who stick with these programs do not have to feel betrayed for a long time. A 2013 study showed that two-thirds of people who have achieved a high status frequent flyer said they would be open to switching to a competitor. Today, loyal customers are guided by the unforgettable impressions and emotions, and not the points, discounts and benefits.
Here are three brands that are rethinking loyalty from the customers point of view and develops his own approach beyond the program transaction points.
1. Dollar shave club is actively cooperating with its members
You’ve probably heard about dollar shave club, a subscription service for care products for the skin, thanks to its witty advertising and irreverent Content. Less told the story of the dollar shave club is one of cultivating loyalty; the company has built a base of over 3 million regular customers in five years, providing its members feel that they are part of something unique.
Case in point: once You sign up as a dollar shave club member, you will receive a welcome email that explains how to make the most of the services and to access to facilities like on call grooming Concierge. The company recognizes that this communication helps to build trust and inspire loyalty, differentiate your brand from the other chips and parameters skin care.
Our expectations for this type of communication is growing, as companies like dollar shave club have set the bar for our experiences with brands. My company, Narvar, recently surveyed U.S. consumers and found that 83% of respondents expect the next message on their purchases, compared with 75% last year. Even simple recognition can help to build an emotional connection. When asked what would make them more satisfied with your purchase, 61 percent of consumers said that a “simple thank you”.
2. Patagonia stands by their values, time and time again
We are attracted to brands that share our values—64 percent of consumers say this is the main reason they have a relationship with the brand. Few companies demonstrate commitment to the values more of Patagonia. Its commitment to sustainable development is manifested in everything from marketing campaigns with politicians to repair his decisive action in response to the re-appointment of the trump of the administration of the national Park bears ears.
The people who work in Patagonia, from Director to sales clerks, firmly believe in the company ethos, and these efforts have paid off—“don’t buy this jacket” campaign led to a 30 percent increase in sales, and in 2016 pledge to give it Black Friday proceeds to environmental charities raised a record $10 million in sales.
When a consumer believes the business is worth something more than making money, we are much more inclined to support it.
3. Connects a Sephora beauty enthusiasts with personalized and exclusive service
Insider program Sephora beauty may seem like a typical rewards program on the surface; every dollar spent translates into the point. Look closely, however, and you can see what the program is all about building relationships, offering personalized advice, exclusive service and reliable recommendations.
The highest level of the loyalty program includes access to custom makeup, beauty lessons and private hotline with a counselor for beauty. While free samples is a plus, the goal of the program really make you feel special and appreciated. It workers—17 million people beauty Insider members only in North America, and of these clients, 80 percent of the total sales of the company.
Are you a member of insider program beauty more details, you feel personally cared when you visit their website or one of their stores. If You don’t know where to start with products for skin care, for example, you can complete the online quiz and get recommendations based on your age and skin type. If you are in the store looking for a Foundation that matches your complexion, the lawyer will find you a match using their color IQ tool. These personal experiences to keep customers coming back to find new products and replenish your favorites.
Consumers are looking for reciprocity, which means that brands have to treat us in such a way that to demonstrate their loyalty. In the era of consumer choice, loyalty is a Central part of our experience with the brand. To build loyalty, brands need to be able to stimulate direct communication with us as clients before, during and after each purchase. This means, communicates actively and effectively taking a stand on issues that are important to their audiences and priorities personalization for points.