As a retailer you often find yourself focusing on acquisition. And why wouldn’t you? Your customers are what make the success of the brand (the more the better, right?). But with brands spending so much of their resources focusing on getting customers in, they often lose focus when it comes to keeping them around.
Repeat customers are essential for growth; this is because repeat purchase is more predictable and help boost return of investment. The study of this brand loyal customer relationship often borrows from what we understand about our own relationships. Brands and consumers enter real, long-lasting relationships with each other, which need to be reciprocal and consistent in communication and value to survive.
For a marketer, there are so many solution options available, each promising to help secure customers and ensure their loyalty. And while they may work great individually having a series of platforms that don’t not talk to one another when ‘bolted’ together is far from ideal. This means that data is siloed and has to be interpreted by either an agency or by an in-house data analyst (and considering everyone is time poor, both options are not only time-consuming and reliant on other people, when you have tight deadlines, but can be very expensive). This also may require batch work and often means the transitional period between first post-purchase and second purchase campaigns is so long that it allows for the customer to become disengaged. This leads to a lack of efficiency and limitations in, not only how you hit your target but also how you win over new customers and keep them loyal.