The ability to attract customers is what makes or breaks a business. Consumers want to buy from companies that surpass their competitors when it comes to quality, price, dependability and morale. Businesses that can fulfill those desires are ones that clients will return to time and time again.

Customer loyalty is a sign of a healthy business. Not only do these dependable sales benefit the company financially, but they allow the company to spend less on the marketing and advertising required to attract new clients. Beyond that, loyal customers offer a new, completely free form of marketing: word of mouth.

When people love something, they tend to tell their friends and families. According to Social Media Today, 83% of Americans have made word-of-mouth recommendations, and 55% make them on a regular basis. Furthermore, 41% of Americans find this source of advertising more trustworthy than social media recommendations.  

Reaching this repeat consumer base is important, but not without challenges. No matter the industry, the following strategies can be used to keep customers coming back.

1. Offer personalized customer service.

Customers are more likely to sustain support for your business if they feel valued and special. For storefronts and showrooms, that means getting to know the clients that frequently visit. Employees should know their names and speak to them in a warm and friendly manner. For promotional products businesses that conduct most of their business online, there still are ways to personalize customer service. Ensure that frequent customers provide contact information so they can receive personalized email marketing, including product suggestions based on data you’ve collected about them. Don’t forget to send out birthday and holiday greetings to clients to show that you care and to keep them feeling appreciated.

2. Start a loyalty program.

Reward programs are a great way to incentivize repeat purchase behavior. Simple program concepts are easy to set up and can not only keep customers coming back, but also increase the average transaction size. First, gather the customer’s information. Then, allow customers to receive some sort of reward once they make a certain number of purchases or reach a predetermined dollar limit.

Customers are likely to be loyal when they feel a part of an esteemed group. Businesses can express their appreciation by offering loyalty members exclusive rewards and giving them top priority through other benefits. The program can also contribute to business expansion by offering special rewards for members who refer new customers.

3. Share your company values.

Loyalty is a human emotion, so to bring that out in customers, you need to connect with them on an emotional level. By expressing company values, whether it be sustainability, inclusion, comfort or kindness, a company can place greater value in the products. Customers are often loyal to a brand because they want to support what that brand stands for – sometimes even more than they want to purchase the product itself. Every business has its own flair and its own personality; it’s important to let that show in order to provide something that customers can relate to.

83%
of Americans have made word-of-mouth recommendations, and 55%
make them on a regular basis.

(Social Media Today)

4. Build a social media presence.

It’s vital to communicate with younger consumers in the way they want to be reached. Companies with a strong social media presence gain relevance and credibility – and get the benefit of using an inexpensive way to advertise products to new audiences. Social media platforms can be a way to express a company’s culture and build a sense of relatability. Social also serves as a valuable tool for online businesses to connect with their followers, with opportunities to conduct polls, answer and ask questions, and make them feel like part of an online community.

5. Give clients a chance to share feedback.

To give customers what they really want, you must first understand what that is. Customer feedback can point out areas that need improvement, sparking changes that make clients more inclined to develop a sense of loyalty.

6. Scope out the competition.

Customer loyalty will waver if your competition begins to surpass you. You can browse the websites of competing companies or brands and check out their social media to see what they’re up to. Always be aware of the marketplace and the experiences your customers are getting elsewhere.