Once you’ve identified who your customers are, you can focus on strategies to enhancing loyalty from top to bottom. Here are five quick ways to enhance customer loyalty from people who don’t know your brand all the way to your most frequent shoppers.
- Put your brand on the forefront.
Some of your customers may not be ready to take on home improvement projects right now, but they likely will in the future. Introduce them to your brand by creating blog posts about seasonal projects or sharing photos of your customers’ completed projects. - Manage your online presence.
Utilize SEO tools to put your website at the top of search results, and claim your Google Business profile. Update it with current store hours, contact information and products and services. Ask current loyal customers to review your business on social media sites and ratings sites like Yelp. - Tell them about yourself.
Record a video explaining your company’s roots. If you invest in or support community programs—like scout troops or the local high school’s woodworking class—talk about it. Potential customers need to know why they should choose you, and these types of stories make a difference. - Use the information you have.
When a new or infrequent shopper makes a purchase, ask for their email address or suggest they join your loyalty program. Not only will you have a way to reach them, you’ll also have information about their purchases. Send emails about seasonal projects using complementary products, show them
what other customers bought or highlight new products. - Make your most loyal customers feel valued.
There’s a reason your loyal customers keep coming back, so ask them to be the face of a new ad campaign telling the story of a project they couldn’t have completed without you. Create a VIP program that offers early access to new products or a special discount day. Consider creating a focus group to get their thoughts on new products and services before you launch.
For more great branding tips, listen to a recent episode of the “Editorially Speaking” podcast featuring branding expert Lara McCulloch.