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What does it mean to create loyal customers in a world where your competitors can be everywhere at once, shopping habits are increasingly search driven, and a single social misstep can quickly erode the favorable reputation it took your brand years to build? It has become all too common for brands to promote brand loyalty simply by lavishing reward points on anybody willing to identify as a customer or load an app on their phone. And when the appeal of earning exclusive deals and discounts doesn’t do the trick, there’s always the option to fall back on scare tactics that point out your competitors’ shortcomings (remember those old I’m a Mac/I’m a PC chestnuts?). However, today’s consumers – particularly digital natives like millennials and.


Gen Zers – may be more concerned with fear of missing out (FOMO) than fear of messing up. And with online reviews, social referrals, and comparison shopping tools readily available to influence every purchase decision, marketers are facing an uncomfortable new reality: Even our most loyal customers may ditch us as their bestie brand friend whenever something new and more appealing France cell phone number pops up in Shifting consumer behaviors, combined with an ever increasing need to keep costs contained, are causing brands to rethink their definitions of loyalty and reinvent their strategies for incentivizing it. If you’re looking to strengthen your post-purchase customer relationships through content, here are some key considerations and helpful conversations you should check out.

Are some actions “more loyal” than others? Businesses have begun to expand their view of the loyalty value proposition, including how to quantify it, reward it, and maximize returns from it. As a recent MarketingWeek podcast discusses, U.K.-based brands like Virgin, Sainsbury’s, and Sky now factor in location, tenure, and frequency of purchase into their loyalty program calculations. In addition, U.S. companies like Sephora and Subway are leveling the engagement potential of their programs by adding weighted tiers, community-activation features, and exclusive live experiences, helping them distinguish random acts of fandom from passionate evangelism – and reward both behaviors accordingly.