You Want More Repeat Business

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Posted by - Starbots Creative
01/06/2017

Making a sale is one thing, but earning a loyal customer is something entirely different. And yet this is the kind of customer that every brand is looking for; repeat business is the lifeblood of almost every company, and you need to be maintaining a relationship with customers in order to keep your business going strong. But how do you turn a one-time purchaser into a customer that keeps coming back for more? Building a brand that keeps your customers coming back to you time and again is a critical part of the process.

How do consumers see your brand?

This relates to the recognition that your brand garners, which has already been discussed, but goes much deeper than simple public perception to the experience a consumer associates with the brand. Research conducted by London-based agency Rufus Leonard indicates that there are five key aspects of brand experience that brands with high rates of customer return excel in. Does yours have all of them?

‘Think’

This is a brand’s ability to communicate its purpose. Why does your company exist? What does the average consumer believe your company’s main aim is? Maybe you aim to provide sustainable energy or help customers make their office space as functional as possible. To give an example, the aim at Starbots is to assist other businesses in reaching their full potential by communicating well the service or goods they have available – hence articles like this one. When your brand communicates your aim customers will begin to trust your purpose more.

‘Sense’

Engaging with a customer’s senses helps them to visualise the experience they could have by engaging with you. It’s easy for a company that sells experiences like Center Parcs to do this, but other companies like Marks & Spencer brand themselves in a way that utilises this too. Marketing that shows an incredible experience taps into a fear of missing out on something special or, like Marks & Spencer, stimulates the senses in a way that appeals on a base level. Is your branding achieving this?

‘Feel’

A brand that performs strongly in the ‘feel’ aspect is able to consistently evoke an emotional response from customers. You can see this in marketing done around Christmas time, especially in recent years – who could forget John Lewis’ “Long Wait” ad from 2011 or Sainsbury’s “Christmas is For Sharing” ad from 2014? Brands that evoke strong emotional responses foster a feeling of trust between the customer and the brand – that shared moment of emotion connects your customer to you in a way that’s deeper than a common aim, and can inspire a stronger loyalty to you through a sense of solidarity and togetherness. It’s not just in adverts, either – brands that demonstrate involvement in non-profit ventures see a significant increase in the emotional investment of consumers.

‘Do’

Brands that have a reputation for responding to customers’ problems can be confident that their customers will return – but how do you create that kind of reputation? Successful branding will encourage happy customers to share the story of their great experience with friends, but not in a way that’s obvious or intrusive. Industry-leaders are increasingly implementing social media angles to support this kind of branding. Outlets like Starbucks and Xbox use their Twitter feeds to engage with customers on a personal level, but with the added benefit of solving problems in the public eye. Their customers can see the company cares about them without being told explicitly.

‘Connect’

This is the aspect of branding in which a sense of belonging or community is created in the customer. Often the aim here is to link the brand to a desirable identity, in order that the customer feels like part of the ‘in-crowd’ for buying in. Tobacco powerhouse Marlboro leveraged this in the latter half of the last century through their ‘Marlboro Man’ image, using masculine figures like Clarence Hailey Long to promote the idea that Marlboro was a brand for real men. Customers that subscribe to the lifestyle image your brand represents will keep coming back for more to maintain their image.

The next You Want More will take a look at how to get people talking about your brand.