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Loyalty: this is the final objective that you must nurture each time a prospect enters your CRM. Why? Because it sometimes cost you relatively dearly to obtain it. And if you can make its acquisition cost profitable on 3 or 4 orders rather than on a "one shot", you will have definitely won everything! To do this, there are several methods that we will go through in this last action plan dedicated to the customer life cycle . From simple remuneration to strong recognition, they must however all have something in common: the desire to create commitment, attachment in your customer. However, it is by abandoning the transactional a little in favor of the relational that you will really be able to reach this long-awaited loyalty destination! Fasten your seatbelts, make yourself comfortable, take off immediately!
Support your customer towards loyalty Building customer loyalty is not just a simple box to check in a marketing strategy. It is a state of mind that involves projecting yourself into the long term, and this, from the beginning of the relationship. Indeed, do not wait until a satisfied customer is tempted to look elsewhere to get them into a loyalty program. Involve them from the start and accompany them towards your ultimate goal by regularly distilling immediate benefits.
1 – Establish a points loyalty program In a logic of 1€ = 1 point (or 10 or 100, it's up to you), offer your new customer to join a program of accumulating points for each euro spent in your online store. These points will feed a kitty that can be spent by the customer as they wish.
The success of this rather basic loyalty program will lie in the construction of your rewards catalog. In addition to the traditional discounts that have little emotional value, do not hesitate to add gifts with high perceived value: a product or service shopify website design that complements yours, a reward focused on pleasure, etc. Dare to step outside your brand logic a little to find gifts that will really make you want to order more and more!
Wassila Moussaoui from Pylones explained to us, during an excellent interview , that they offered their loyal customers, for example, tickets to the Grand Palais. For me, it's the perfect combo: totally consistent with their artistic brand image, and offering a real pleasure dimension!
In short, you will have to find the right balance to offer attractive rewards to your customers while ensuring a reasonable cost on your side.
Finally, also think about small gifts that can be consumed quickly. Indeed, if I have to place 4 orders in order to reach the first level of my kitty, there is a good chance that I will become discouraged before getting there...
2 – Prepare loyalty scenarios Once again, you can entrust your loyalty strategy to marketing automation . It will do all this for you very well! But better than long explanations, let me give you the concrete example of our client Wast, a dry cleaning service delivering to your home.
Indeed, the site has set up loyalty scenarios that grant privileges and exclusivities to its loyal customers based on order thresholds. For example, it offers the 10th order to all its customers. A reward that matches their involvement!
Of course, Wast takes great care to point out in its previous post-order emails that the tenth purchase is free. Enough to stimulate and encourage them to reach this level. The brand has also established other stages at 2, 3 and 8 orders to continually encourage them to order.
Through its scenarios, Wast significantly strengthens its relationship with its best customers and sincerely values them compared to occasional buyers.
Create a fabulous brand experience As you can see, 3% cashback is no longer enough to keep a customer coming back to your online store. The proof is that 75% of consumers say they want a different shopping experience as a reward for their loyalty! To ensure their satisfaction, there is no secret, you will have to immerse them in a brand experience in which they are the heroes.
3 – Offer attentions “for nothing” Sometimes the smallest attentions create the biggest effects. You just have to touch with the right emotion. You know, it's silly, but I've been a customer of the same perfume brand for years. However, my favorite moment is when I go to the store to pick up my birthday present. However, I regularly get 25% off perfume, which of course has more value than the lip gloss or hand cream I'm going to be given. But that's not the main thing. I'm just a total fan of these little gifts that I enjoy for a long time and that remind me how nice this brand is to me! Brand image and likeability capital guaranteed!
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发表于 2024-10-31 01:26:47