Loyalty, the new customer crush
Marketing and advertising have never had a continuous line of work; their ways of working and their consumer strategies have always changed in line with the needs of people and the social context in which they are located. The need to try to connect with people has always been an important goal, but the means have always been different. Examples of ways that brands sought to connect with people were from war propaganda, the man as the leader of the household, then going through the prominence of women as a pillar in society, and the inclusiveness of different actors that historically were always set aside.
Today we have a much more critical and demanding public that is looking for something beyond a product, they expect brands to be part of their lives and not just sell you something with a simple slogan, they ask to be more human.
You may wonder why I have mentioned the above. It is to contextualize, to understand that marketing does not work without taking into account the person and that is where one of the most important concepts today is born or derived, loyalty.
Loyalty refers to the ability of a brand or company to retain its customers so that they can buy again or purchase the services offered by the brand. Retention consists of creating lasting and satisfactory relationships with those who consume your products, this generates a kind of loyalty to the brand, which leads to recommendations to external people, thus increasing the consumption network.
Using this loyalty model generates a series of benefits for the company, some of them are:
1. Increasing customer satisfaction
2. Helps and enhances the acquisition of new customers
3. Increases sales in the long term
4. Increases brand reputation
5. Generates recommendations to third parties
6. Customers perceive a closer and more personalized communication.
7. Allows spaces for greater innovation and creation of new products.
As one of the world’s premier providers of sports and outdoor clothing and gear, The North Face offers a flexible loyalty program that allows its devoted customers to redeem their points for rewards tailored to their lifestyles. Through the “VIPeak” program, customers can redeem their points in unique ways, ranging from attending The North Face events to checking in at specific locations or embarking on unforgettable adventures like scaling the Himalayas in Nepal.
The North Face’s rewards go far beyond merely encouraging customers to spend more. They aren’t ordinary product discounts; rather, they are curated experiences that help strengthen the relationship between customers and the brand. You don’t need to reward with an overseas trip as The North Face does, but you can create a loyalty program that aligns with your customers’ lifestyles, ultimately strengthening the bonds with your brand.
Today consumers want brands to pay attention to people’s emotional interests, have more natural conversations, feel special from personalization, and have frictionless conversations. Consumers today expect brands to work from loyalty. This concept has become a basis of communication and marketing for companies and brands, people shape their preferences based on the emotionality generated by the brand, not the product, an example of which is what Apple, Nike, Starbucks, and others evoke in their consumers.