3 examples of customer loyalty companies - get inspired!
Building a long-lasting relationship with customers has many benefits for any company. In a context marked by fierce competition and consumer volatility, customer loyalty is an essential strategy to consolidate market shares and develop the business. Loyalty strategies are based on a better knowledge of customers. Discover 3 examples of customer loyalty companies and get inspired to create your own loyalty strategy.
What is customer loyalty?
Customer loyalty is characterised by the repeated purchase of products or services from the same brand or company. It reflects the buyer's conscious or unconscious preference for an offer over a competitor's, but also their attachment to the brand that offers it.
Customer loyalty is about creating a lasting relationship with customers through multiple mechanisms and not just a loyalty programme. A successful loyalty programme generates many positive effects.
Companies often aim to win new customers instead of building a long-lasting relationship with their existing customers. However, there are many positive consequences of pursuing a customer loyalty strategy.
Customer loyalty: 3 company examples
Big brands and companies generally resort to customer loyalty strategies, aware of the importance and convenience of always offering a better service. This not only retains old customers, but also attracts potential customers:
1. Nike
For more than 10 years, Nike has provided users of the Nike + Run Club app with the ability to measure their running performance. With the advent of smartphones, the brand has developed a real community tool and a personalised challenge.
Why does it work?
Through the app, Nike makes itself indispensable for running fans who find Nike + Run Club an ultra-comprehensive way to track their performance, improve through personalised training and be part of an active community.
The app is free and open to all, which is its greatest strength. In fact, the brand is becoming ubiquitous in the lives of many athletes and is even part of their training habits.
While generating data on actual and potential customers, the brand positions itself and creates a bond of affection with each satisfied user who uses the application.
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2. Apple
Even Apple' s most loyal customers don't get rewards or special discounts because.... they don't offer them to anyone! Apple "builds loyalty" by delighting customers with a product or service the first time.
"Loyalty is voluntary and sustainable," says Guy Kawasaki, an Apple evangelist.
Apple has a strong following, both online and offline. For them, loyalty happens organically.
Why does it work ?
We've said it before : Apple doesn't just sell products and services, it sells ideals. Apple users buy the image linked to the brand: design, simplicity, technology and, above all, the feeling of belonging to an original and exclusive community. Apple is a clear example of brand loyalty!
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3. Amazon Prime
Initially, the Amazon Prime service allowed Internet users to get free express delivery of all their orders for a small fee. Quickly profitable for the most active customers, the service has gradually developed to offer even more benefits: music, movies and series, online storage space?
Why does it work?
The price of the service registration is a first filter aimed only at the best customers (those who are likely to be loyal to the brand). The multitude of services offered and constantly renewed gives customers the impression of getting a service faster and faster and enjoying better value for money. Finally, the automatic renewal of registration increases the chances of keeping these customers over time.
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Customer loyalty translates into resource savings
Since it is cheaper to retain a customer than to acquire a new one, implementing loyalty techniques in your marketing strategy is essential.
Choose a loyalty strategy that is consistent with your product or service, your values and the elements that differentiate you from the competition.
In this way, you will see your revenues increase, without having to increase your communication and advertising costs.
The world, technology and society are evolving rapidly. So it is best to be aware of new trends and new consumer demands.
Article translated from Spanish