How to Develop Genuine Loyalty With Retail Customers

How to Develop Genuine Loyalty With Retail Customers


This post originally appeared on ClickZ

As a retailer you’re always confronted with changes, whether it’s yet another trend or a downward shift of the economy. The omni-channel environment presents retailers with a new challenge.

In the omni-channel landscape, customers now have 100% control, with the freedom to buy anytime and anywhere, whether they walk into your store or do it virtually via smartphone, tablet, computer or catalog.

A PWC study found that 65% of US consumers use at least two channels, with 21% shopping from four or five channels. They’ll review multiple web sites before buying from you or one of eight competitors. They want instant, up-to-date inventory and pricing data.

To adapt to consumer behavior, retailer are changing their business models. They’re turning their physical locations into distribution centers, where online shoppers can either pick up the item or have it delivered right away. They’re optimizing sites based on individual searches and buying patterns, creating loyalty programs that incentivize purchases, employing sophisticated data collection and analytics methods, and installing in-store kiosks to check inventory.

But no matter how you try to tackle the problem, you need loyal customers – people who will shop again and again because they simply love your brand.

[bctt tweet=”How can you sway hearts and minds? Start by understanding the path to the loyal customer.”]

Learn how consumers think

Loyalty used to be based purely on the brand. Now consumer loyalty has shifted to a combination of price, convenience and personalization. Consumers rarely believe your fancy marketing messages, so you have to give them what they want.

Show that you care

Discounts and deals will always be in fashion. But consumers become loyal customers when they see that you share the same values about the world. When they believe in the brand they’ll buy again and again.

Be authentic

Talk to consumers like they’re real people. Speak in a genuine voice, tell interesting stories, and provide content that’s valuable, not overly self-promotional.

Trust your employees

Create an employee advocacy program, which allows your workers to become company advocates on social media. Consumers listen more to their social connections than to official marketing campaigns, so it’s an effective way to build a foundation of trust.

[bctt tweet=”Loyalty won’t happen overnight, but #employeeadvocacy provides the best way to develop long-term relationships.”]

Now that you understand the concept, go ahead and learn more. Download our eBook, The New Path to Loyal Retail Customers

Post Author

Russ Fradin

Russ Fradin is the co-founder of Dynamic Signal and a digital media industry veteran with more than 15 years' experience in the online marketing world. Russ co-founded and was CEO of Adify (acquired by Cox for $300 million in May 2008) and co-founded SocialShield. He was also SVP of BD at, EVP of Corporate Development at comScore (NASDAQ:SCOR) and was among the first employees at Flycast (acquired by CMGi for $2.3 billion in January 2000). Russ is also an active angel investor in the digital world and is on a number of boards. Russ holds a BS in Economics from The Wharton School, University of Pennsylvania.