{"id":382015,"date":"2021-12-16T16:52:32","date_gmt":"2021-12-16T13:52:32","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/what-a-loyal-customer-really-wants-hint-its-not-discounts\/"},"modified":"2021-12-16T16:52:32","modified_gmt":"2021-12-16T13:52:32","slug":"what-a-loyal-customer-really-wants-hint-its-not-discounts","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/what-a-loyal-customer-really-wants-hint-its-not-discounts\/","title":{"rendered":"#What a loyal customer really wants (hint: it\u2019s not discounts)"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a33bd614d539\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a33bd614d539\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/what-a-loyal-customer-really-wants-hint-its-not-discounts\/#Why_you_cant_buy_todays_customers\" >Why you can\u2019t buy today\u2019s customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/what-a-loyal-customer-really-wants-hint-its-not-discounts\/#Develop_a_strong_brand_identity\" >Develop a strong brand identity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/what-a-loyal-customer-really-wants-hint-its-not-discounts\/#Put_it_into_practice\" >Put it into practice<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#What a loyal customer really wants (hint: it\u2019s not discounts)<\/strong>&#8221;<br \/>\n<img decoding=\"async\" src=\"https:\/\/img-cdn.tnwcdn.com\/image?fit=796%2C417&amp;url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2021%2F12%2FUntitled-design-4-2.jpg&amp;signature=246c7ccc56a0b679432811f344fd741c\" \/><\/p>\n<div>It used to be that the number one way for brands to garner customer loyalty was with discount codes and special offers. <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">General<\/a>ly speaking, the more customers spent at a retailer or e-commerce brand, the more rewards they could get.<\/p>\n<p>While rewards programs that offer perks such as free items or cash back can be effective, it seems that almost every retailer has adopted this type of loyalty program in one form or another. This means that these loyalty programs start to blur together in the eyes of the customer.<\/p>\n<p>Today\u2019s consumers expect more from brands. Rather than trying to be everything to everybody, they expect brands to build an identity that <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>eals to the specific values and interests of niche groups.<\/p>\n<p>When it comes to rewards programs, the most successful brands aren\u2019t just offering discounts and coupons, they are also offering experiential rewards that create a sense of community amongst customers.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_you_cant_buy_todays_customers\"><\/span>Why you can\u2019t buy today\u2019s customers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Using discounts and special offers to build a loyal customer base can be a double-edged sword for brands. While such programs can encourage repeat purchases and increase the lifetime value per customer, they can also result in unexpected setbacks.<\/p>\n<p>According to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/hbr.org\/2021\/05\/why-customer-loyalty-programs-can-backfire\">research<\/a> by Thomas S. Robertson and Paula Courtney of the University of Pennsylvania and WisePlum:<\/p>\n<blockquote>\n<p>When loyal members encounter service failures\u2014shipping issues, problems with returns, stockouts, and the like\u2014they get more upset than customers who are not members of the program. Because they shop the brand more frequently than nonmembers do, they experience such problems more often; and the pandemic-fueled increase in online shopping, where service failures are more prevalent, has compounded the problem to the point where loyalty programs are causing significant damage.<\/p>\n<\/blockquote>\n<p>A poor service experience cannot be compensated for with a discount or coupon. Loyalty program members have high expectations, which can make any disruptions or setbacks more frustrating than they would otherwise be.<\/p>\n<p>Customers that are just sticking with you for the discounts aren\u2019t loyal customers, they\u2019re repeat customers. The difference is that loyal customers won\u2019t ditch your brand after an inevitable delay or check-out glitch occurs.<\/p>\n<p>By definition, loyalty is about having a non-transactional allegiance with a person or cause. But just how can you build that kind of true customer loyalty?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Develop_a_strong_brand_identity\"><\/span>Develop a strong brand identity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many of today\u2019s most successful companies seek to create a sense of community around their brand. But to do this, you need to define \u2018who\u2019 your brand is. Rather than looking at your brand like a thing, treat it like a character in a novel.<\/p>\n<p>Just like each person has multiple aspects of their personalities, brands will often draw from two or three archetypes to define their unique identity. In marketing, there are <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/medium.com\/ebaqdesign\/brand-archetypes-the-ultimate-guide-with-48-examples-44b39eb41c8f\">12 brand archetypes<\/a>: Innocent, Sage, Explorer, Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, and Creator.<\/p>\n<p>For example, the Sage archetype is linked with having an understanding of the world and a desire to share knowledge with others. As such, this archetype is often used by <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> outlets, universities and even Google. Alternatively, the Outlaw archetype is viewed as an agent of change that isn\u2019t afraid to break free of conventions or fight authority \u2014 think brands like Virgin or Harley-Davidson.<\/p>\n<p>When building a strong brand identity, companies should look at themselves \u2014 and their target audience \u2014 in view of these archetypes. Determining where they fit in is key to forming an appealing persona that will guide the brand voice and other elements that help foster a sense of community.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Put_it_into_practice\"><\/span>Put it into practice<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you\u2019ve developed a strong brand identity, you need to use it to personalize each aspect of your customer journey, from the way you market your brand to the way you handle shipping and returns.<\/p>\n<p>One key way you can express your brand identity is through the type of rewards program you put in place. Instead of offering your regular customers a coupon for 20% off their next purchase, offer them a unique experience based on your brand persona.<\/p>\n<p>According to no-code embedded finance tool, Hydrogen, unlike transactional rewards, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.hydrogenplatform.com\/blog\/level-up-your-loyalty-marketing-with-experiential-rewards\">experiential rewards<\/a> can be, \u201cexclusive access to events or products, personalized items, or special outings.\u201d<\/p>\n<p>With multiple control criteria, Hydrogen allows businesses create rewards programs that go beyond simple discounts, allowing program members to use their reward points toward activities as diverse as attending their favorite band\u2019s concert to winning a once in a lifetime <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">travel<\/a> experience.<\/p>\n<p>For example, if you\u2019re an athleisure brand, rather than offering a summer discount, why not offer free sessions at a local yoga studio? Restaurant owners could give loyal customers the opportunity to try a new menu item before it gets placed on the public menu. A travel company could offer a giveaway to a customer\u2019s dream destination.<\/p>\n<p>The point is to think about your brand identity and values. What type of reward would fit your brand\u2019s character, and in turn your target customers?<\/p>\n<p>Experiences are far more memorable \u2014 and more valued \u2014 than a discount. In fact, research from Eventbrite found that among millennials, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/eventbrite-s3.s3.amazonaws.com\/marketing\/Millennials_Research\/Gen_PR_Final.pdf\">78% say they would rather spend their money on experiences<\/a> than products. Experiences feel more personal, and presenting multiple reward options that customers can choose from will help them feel empowered by the loyalty program.<\/p>\n<p>Perhaps most importantly, experiential rewards are inherently <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> and shareable. When customers are given the opportunity to attend an exclusive product launch, they\u2019re going to share that experience online with friends and family \u2014 something that can help attract new customers. Interacting with other like-minded rewards members can further strengthen a sense of community around the brand. Positive experiences associated with the brand make it an integrated part of their lives, encouraging lasting loyalty.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.hydrogenplatform.com\/blog\/level-up-your-loyalty-marketing-with-experiential-rewards\">Experiential rewards<\/a> can create this same sense of community among your like-minded customer base. As you come to better understand the values and interests of your target audience, you can reward them with meaningful experiences that will be far more memorable than just another discount.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/what-a-loyal-customer-really-wants-not-discounts\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#What a loyal customer really wants (hint: it\u2019s not discounts)&#8221; It used to be that the number one way for brands to garner customer loyalty was with discount codes and special offers. Generally speaking, the more customers spent at a retailer or e-commerce brand, the more rewards they could get. While rewards programs that offer&#8230;<\/p>\n","protected":false},"author":1,"featured_media":382016,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/growth-quarters?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/12\/Untitled-design-4-2.jpg&signature=602cc0b013912980e4b0fa442047f504","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-382015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/382015","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=382015"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/382015\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/382016"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=382015"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=382015"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=382015"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}