Loyalty is absolutely key when it comes to selling creative products, but it’s something business owners often don’t prioritise. It’s easy to get distracted chasing new customers and with the prevalence of complicated legacy loyalty programs like Nectar and Tesco’s Clubcard, where consumers haven’t always seen the best return, it can be hard to know how best to entice, reward and retain your existing customer base.
Loyalty, in traditional business terms, is ultimately about repeat purchases, but as today’s guest Fiona Stevens explains, it’s also about engaging with customers between purchases. Fiona is Head of Marketing for LoyaltyLion – a data-driven loyalty and engagement platform trusted by thousands of fast-growth e-commerce merchants worldwide – and in today’s episode, we discuss how changes in consumer attitudes are creating a shift in the way businesses build relationships and communities with their customers.
We take a look at how shared values and emotional connections are becoming increasingly critical to purchasers, how a loyalty mindset can help support your wider business goals and the importance of balancing customer acquisition and retention.
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