Fludium.com

Read

Why brand loyalty is your secret weapon

As a time-challenged woman, my supermarket shopping needs to be super fast! That is only possible if I have thoroughly researched the brands available, compared prices, the ingredients and the features. Once I have found the right product, I am brand loyal – often for years. I speed down the aisles and throw products into my trolley that I recognize instantly. I am now so familiar with my product choices that I barely read the packaging before it goes in. (I may still have stock at home, but if it’s a regular purchase, in it goes!). For me, and many other shoppers, this has become automatic.

This is why brand recognition is so important. Your branding is your secret weapon.

Brand loyalty is a pattern of consumer behaviour where consumers become committed to brands and make repeat purchases from the same brands over time [Investopedia].

Take Kellogg’s Corn Flakes as an example. I specifically look for the red K on the pack. I’ve tried the white label products, and although they taste very similar to Kellogg’s, I don’t feel the same when I eat them. This is because packaging and branding evoke emotional responses.

Investopedia also states that Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.

If my preferred brand is out of stock at a store, I would rather drive to another store to get the particular brand that I desire or go without, instead of substitute. This is also why I dislike grocery shopping online, as inevitably there will be substitutions.

How brand loyal are your customers?

To build loyalty, take your customers through the six stages of the Brand Funnel.

 

  1. Aware – grab their attention and create interest
  2. Trial – encourage and entice them to try out your product once
  3. Buy – persuade them to purchase your product
  4. Repeat – create the desire for them to purchase your product again
  5. Stay – convert your customer into a loyal repeat purchaser
  6. Shout – create brand advocates

Trial is the biggest hurdle to overcome. Once I’ve tried a product, and it suits my needs, it’s very likely I will repeat the purchase.

I’ve been using the Dove beauty bar since I was a teenager. Their ad campaign led me to believe that it was the only soap that would moisturize my skin instead of dry it out. I tried it and so far, no other body soap brand has enticed me to test otherwise.

Once satisfied with a product, I am easily persuaded to repeat my purchase.

At home, whenever anyone in my family needs to wash their hands, there’s always a bottle of Lifebuoy Total 10 Handwash nearby. I am convinced by the clear and concise information on the front-panel, along with the simple image, that this product will successfully protect my family from germs. I have 20 years of branding experience – and yet this basic packaging continues to persuade me to buy it.

One satisfactory experience can lead to a lifetime of loyalty.

I’ve been using Braun’s Oral-B electric toothbrush since 1990. My family was an early adopter of the product. Braun has kept innovating effectively since then, so today I am still a loyal customer. I’ve never needed to try another brand. Now that is being brand loyal!

How will you ensure your customers stay brand loyal to your product?

Share Article