This post was created in partnership with Inmar Media
Key takeaways
- Algorithms and data are the latest ways brands can entice shoppers, but turning a first-time shopper into a loyal fan requires a more holistic approach.
- Loyalty helps brands reinforce their identity, not just get repeat customers.
- Leveraging data points and an omnichannel approach can help brands offer a connected experience.
Algorithms are influencing what consumers see and buy, but turning a first purchase into a second requires significant effort from brands. Retaining customers over time is an even heavier lift.
During an ADWEEK House Advertising HQ group chat co-hosted with Inmar Media, industry leaders explored how brands can earn loyalty by driving consumer purchases and decisions.
Discounts aren’t substitutes for connections
Angela DiLemme, group VP of omnichannel strategy at Inmar Intelligence, jump-started the conversation by noting that a first purchase is only the beginning of the journey with buyers.
“To get the second purchase, you have to connect with the consumer,” she said, “whether you’ve created a convenience for them, you’ve created a feeling for them, you’ve solved a problem for them—and that’s ongoing work.”
Absent from DiLemme’s list of trust-building examples was discounting, which Conley Downing, CMO of Archer Roose Wines, referred to as “a dangerous drug.” The only discount Downing’s company offers is 20% off a first purchase.
While not relying on discounting may cause a little pain in the short term, over time brands will attract customers who don’t wait for a discount to make a purchase. “They’ll understand that the value is there regardless of whether or not there’s a discount available,” Downing explained.
