5 Ways to Build Loyalty for Your CPG Brand Without a Loyalty Program
Customer loyalty is a lucrative investment. Customers with an emotional connection to a brand have a 306% higher lifetime value. The problem is that loyalty programs are a game of high hopes and often anemic results. Studies show that only 11% of Millennials actively engage in the loyalty programs they’re members of. Overall, consumers will only be active on 30-40% of the programs they sign up for, which is directly proportional to the amount of your customer base that is active in your program. Too many cards, too many times they signed up for an introductory offer and never returned, and third-party loyalty services that open and close in three to four years are just a few reasons why programs aren’t turning out to be the answer.
For a CPG brand, you’re counting on a buyer’s return business, and you need them to do it as often as possible. How can you inspire that loyalty without a loyalty program?
Quality
A product that performs beyond the expectation of the consumer will never go out of style and that buyer will know that they can count on you the next time. Customers are willing to pay up to 16% more for a good customer experience.
Remember that a good customer experience doesn’t end the moment the purchase is made. Sometimes things go wrong with the product, and you’ll have to be ready to make things right. This is easily accomplished by doing things like a shopper-friendly return timeframe, manufacturer replacement, and perhaps free shipping or a one-time discount on the next purchase.
Feedback and Engagement
It’s important to not let customer habit be mistaken for real loyalty. If a slightly better product or service is available a twenty-minute drive from the house, but your business is around the corner, it’s likely that people will take the easy path and come into your place. A great way to help turn these buyers into true believers is to make them feel wanted and heard.
Generation Z loves to feel included. In fact, 44% say they’d love the opportunity to collaborate with their favorite brands to come up with new products. Give them the chance to get involved, and they’ll love you forever. They’ll feel like they’re being rewarded for their continual business and enjoy having a voice.
Go Where They Live
Technology is changing everything, and that includes how you interact with your buyers. The bulk of your buyers now are digital natives, meaning they’ve had the internet at their fingertips for as long as they’ve been alive. You can’t rely on store placement to bring in buyers anymore. You have to engage them online, which requires a pretty robust cross-screen marketing strategy.
When consumers can find you wherever they look, whether your own app, a grocery store app, your website, Facebook, and even Snapchat, they’re more likely to start building a rapport with your brand, which means they’ll be more likely to choose your products when they’re ready to buy. If you can integrate emerging technology with your marketing efforts, such as augmented and virtual reality, and advanced payment options, you’ll be ahead of the game.
Surprise Them
To create an instant emotional connection, 61% of consumers say that surprises will do the trick. These surprises don’t have to be in exchange for a certain number of purchases or length of loyalty, especially if you want them to be effective.
Keep in mind that life changes will already have plenty of emotions swirling around them. New homeowners may love the surprise of a big discount on cleaning supplies. New parents would be overjoyed with the opportunity to try a brand’s baby shampoos, diapers, or other CPG goods for free or at a significant discount.
You can also send out small gifts or discounts for holidays, birthdays, or other massive life events. The outcome will be worth the investment.
Continue to be Relevant
Providing high quality of product and interaction isn’t enough. You must consider the way the things people want in your market change and flux. Observe the products and marketing of your competition. Pay attention to consumer behavior. Be true to your customers and your brand’s mission. Be ready to pivot when things change so that you don’t get left behind.
