Building my business / Inspiration / Shortcuts

The Changing Landscape of Customer Loyalty

Alyssa Venere Feb / 25 / 2020

EXPERIENCE + RELATIONSHIP + TECHNOLOGY

In order to make sure we maintain our traditional or long-standing guest relationship, we must also develop new strategies for attracting today’s newer client and the client of the future. Millennials and Gen Z are a large percentage of today’s client and will be the target market over the next 5-10 years.
How can we reach this generation? How can we attract them to come into the store? How can we make sure they come back time and time again? In order to do this, it’s imperative we understand what is important to them, and what drives their loyalty. Here are our top 5 ways to drive customer loyalty with the customers today:

1. THEY EXPECT MOBILE – HAVING YOUR BUSINESS ADOPT A MOBILE – FIRST APPROACH IS CRITICAL

Millenials & Gen Z’s expect you to have an online presence, from booking with you online, engaging in your website, and researching your brand via social media! Reach your customers how they prefer.
This generation can spend up to 5 hours on a mobile device according to recent stats; https://www.emarketer.com/Article/Do-Millennials-Ever-Put-Down-Their-Mobiles/1012210

2. TRADITIONAL METHODS OF ADVERTISING AREN’T AS EFFECTIVE AS THEY ONCE WERE

It is true the today’s consumer does not typically trust traditional forms of advertising, 85% to be exact!
  • Try these methods instead:
    Referrals – This group of consumers are more likely to trust a recommendation from a friend or family member, so why not create a referral incentive or program at your shop!
  • Influencer marketing – find out who the local Instagram influencer’s are in your geographical area and make sure they align with your brand. Get them to come in for a free service and promote your store, a service, or a product. You can even create promo codes for them to offer their audience once they prove their reach!

3. THINK REWARDS!

Entice your clients to be loyal and give them gratitude for doing so! Consumers are more likely to purchase an additional product or service that they do not necessarily need in order to get more points and rewards. Many consumers report that a brand’s rewards program can sway where they shop, especially around the holidays! Why not rack up a few points for ourselves while shopping for holiday gifts for others?! As your Account Manager for more information on the Shortcuts Loyalty program and Loyalty in the App.

4. COMMUNITIES ARE CRITICAL

Consider what your customers are interested in, what do they like to do in their spare time? Find out and create a communal environment for them to do it! For example; do you target a younger-more expressively creative client? Are braid trends super popular in your demographic? Consider creating a “festival hair” campaign! Get your customers to send in pictures of them at their summer festival tagging your store.

5. CHARITABLE CAUSES/IDENTIFIABLE CAUSES ARE A MUST

Millennials and Gen Z care about BIG PICTURE! This group emphasizes the environment, sustainability and philanthropy. They will invest in giving back to a cause they are passionate about. Consider offering a product bundle or promotion that automatically donates back to a cause that is important in your communities!
These generations want to identify with the brands they buy from. This segment wants their voices to be heard, and, as a group, they are not afraid to voice any dissatisfaction in the loudest of ways (whether on a variety of social networks, Yelp, or Google Reviews).
Ensuring your clients are engaged in a carefully orchestrated journey will help build deeper connections with them, and in turn lead to securing their loyalty! What is your current strategy for driving a loyal client of the future? Utilize some of the above tips and tricks to help build trust and encourage spending with your future generation of clientele!

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Alyssa Venere

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