Looking for loyalty? First you need to build trust!
I recently read some very interesting statistics in an article written by the clever folk at WGSN. They quoted a survey conducted by Rare, a marketing strategy based in UK that specialise in understanding consumer priorities and expectations in order to advise businesses on brand loyalty. The survey revealed that trust in a brand is one the biggest drivers of loyalty with today's consumer, together with “likeability” and ahead of price, quality, and convenience.
Ben Pask, the founder of Rare went on to say in response to the findings, that “Trust is really important, but the way that you imagine what that is depends on the category dynamics, specific traits and expectations by age group. Younger generations are still forming their identities so are driven by the experiential benefits or brands aligned with identity. A lot of the reasons millennials buy something comes down to values and whether the brand represents them and their own beliefs.”
In my opinion, any brand that truly aligns with their customer's identity and understands every facet of their life regardless of age group is on the right path to building trust and in turn brand loyalty. A good loyalty marketing strategy shouldn’t be obvious in any way and almost be like subliminal messaging in a sense, the consumers should hardly feel as they have had to search high low for your brand, it should all of a sudden just fit in nicely with their day to day life. Your aim is to become the first brand they think of when making a purchase.