Going beyond marketing for the masses
Customer loyalty fell by the wayside during the pandemic, and drove many stable customers to competitors out of necessity or convenience. The rush to online shopping for needed supplies and contactless delivery helped customers feel comfortable with technology and switching brands. Once temporary perks, put in place to retain loyalty and ease concerns during the pandemic, are now expected and will influence customer decisions going forward.
Considering that the average number of customer touchpoints has increased from 2 at the start of this millennium to 6 or more today, you now have as many opportunities to get it right as to get it wrong.
Equipped with greater confidence and many convenient choices, customers can become less loyal and more elusive than ever. To stay relevant and sustain your competitive edge, you need to reimagine the customer experience pre- and post-purchase, and seek to make deeper emotional connections on a hyper-personalized level.
Emotional loyalty is perhaps the most powerful marketing tool of all. Connecting with loyal customers on an emotional level will further increase a shared bond. To do this, you must identify and understand what is most important to them and how your company conveys that passion.
Creating hyper-personalized experiences and removing obstacles will foster greater loyalty from customers looking to make deeper, more exclusive connections with you at every point along the buying journey.
