12 Tactics Brands Can Use to Build Strong Customer Loyalty
Intuit Mailchimp’s latest report, “The Science of Loyalty,” unveils a comprehensive framework for understanding and cultivating customer loyalty. The report identifies four key neurobiological principles of loyalty: reward, memory, emotion, and social interaction. These principles serve as the foundation for 12 specific tactics that brands can implement to build meaningful customer relationships:
1.
Smart Exposure:
Maintain brand visibility through strategically placed brand codes and symbols.2.
Familiar Foundations:
Establish familiarity by appearing in trusted spaces, such as through recommendations from friends and family.3.
Choice Validation:
Help customers feel confident in their choice by providing positive feedback and reassurance.4.
New Routines:
Integrate regular purchases into customers’ routines to foster habit formation.5.
Smooth Selling:
Eliminate obstacles and simplify the shopping journey to enhance customer satisfaction.6.
Easy Decisions:
Create frictionless experiences that alleviate decision fatigue and encourage purchases.7.
Gift Giving:
Encourage organic peer-to-peer marketing through gift-giving initiatives.8.
Insider Status:
Value customer feedback by actively seeking and responding to it.9.
Meaningful Rewards:
Personalize reward programs to cater to individual customer lifestyles and preferences.10.
Game On:
Gamify rewards to foster a sense of achievement and engagement.11.
Shared Interests:
Align with cultural niches or values to build emotional resonance with customers.12.
Sense of Ownership:
Actively engage customers to create a collaborative and co-ownership experience.By adopting these tactics, brands can effectively navigate the complex terrain of consumer behavior and develop comprehensive marketing strategies that drive loyalty and ultimately lead to sustainable growth.
