Loyalty is more relational than transactional
With so many global companies offering loyalty programs, loyalty is no longer about getting repeat customers at the lowest cost possible, explained Meghan Lorito, group strategy director at R/GA. “We really need to think about the ways in which brands can actually reinforce your identity and your sense of belonging through the program, not just points,” she advised.
Along those lines, Yasmine Parrish, VP of marketing at The Lip Bar, noted that brands can build loyalty by “creating a world that the consumer wants to be a part of.” DiLemme added that the feeling of belonging to a brand “outpaces any one influence or any one coupon that you could give consumers.”
This kind of positive association is also important for brands that offer experiences. “It’s having your staff or your guides offer an above-and-beyond experience,” said Kristin Golder, VP of integrated marketing at Hudson Yards Experiences. “It’s making everyone feel special and unique, and that’s what brings people back more than once.”
Deepening the relationship through targeted efforts
The panel also discussed the value of data, with DiLemme noting that brands can leverage data points and an omnichannel approach in order to offer a connected experience.
Brandon Lentino, chief creative officer at Viral Nation, added that brands need a wealth of data they can analyze “to really understand that audience at an inherent level, for every product launch, for every moment.”
Likewise, Parrish stressed the importance of being “laser focused in serving consumers more of what they want.” For her brand, that might mean advertising a lip liner to recent purchasers of lip gloss.
“You really have to understand what is going to accompany that first purchase and serve that to them in a very timely manner so it’s top of mind and they remember how much they love the first thing they got from you,” she shared.
