Discounts may attract a moth to a flame, but they’re just a flash in the pan when it comes to true brand loyalty. If you’re looking to build a lasting loyal customer base, you have to look beyond the transaction to forge meaningful connections with modern-day consumers.
While discounts and deals are certainly a piece of the engagement equation, truly successful engagement strategies foster loyalty using a combination of tactics such as customer appreciation, personalization, gamification, localization, surprise & delights, and exclusive benefits, turning buyers into brand believers.
Here’s a roadmap to bring your loyalty to the next level:
Quality Must Be Your Priority
Before you even utter the words “engagement strategy,” make sure your product or service is top-notch. Quality is the price of admission and sub-par products cannot hide behind bells and whistles.
Don’t Miss on Service
Provide exceptional customer service. This includes being responsive, personalized, and proactive in addressing customer needs and concerns.
Authenticity Matters
Share your brand’s values, story, and personality to form genuine connections with your audience. Think Starbucks versus Caribou Coffee, Apple versus Microsoft, McDonald’s versus Wendy’s. Each brand has carved out its own unique identity rooted in distinct values and personalities. By staying true to who they are, they not only differentiate themselves from competitors but also forge authentic connections with their audience.
Show Some Love
Thank-you notes, birthday rewards, member-anniversaries – make your loyal customers feel special and appreciated. Take cues from brands like Chewy.com, which sends hand-written birthday cards (with a discount code) to all their furry clients.
Dig Into the Data
Leverage your first-party data to customize offerings and recommendations based on the specific needs and behaviors of each customer. Are you a dairy-free drinker? You might want to know when your local coffee shop adds oat milk to the menu. Never ordered off the kids menu? You probably don’t care about the latest batch of Happy Meal toys. Target your messages and deals for more efficient impact.
Game On!
More and more brands are channeling their inner Candy Crush to engage guests. Chipotle, for example, recently launched The Burrito Vault – a World-inspired game with 100,000 BOGO coupons and the chance to win free burritos for a year.
Surprise & Delight
Whether it’s a random gift or an unexpected discount, these little moments of delight can leave a lasting impression.
Go Local
Tailor your offerings at a local level. Dunkin’ often ties their marketing campaigns to game days. These promotions may include discounts or freebies for customers wearing team apparel, limited-edition menu items, or collectible cups. Localized specials not only celebrate community culture, but they also drive foot traffic, engaging fans and fostering community connections.
When it comes to lasting loyalty, discounts are just the tip of the iceberg. By incorporating gamification, personalized experiences, and random surprises, brands can foster a loyal customer base that stays loyal for the long haul.