Why Brand Love Is Key To Cultivating Loyal Shoppers

Our take: Presentation compares brand loyalty to dating. What works early in the relationship isn't as effective if the same treatment happens 100 times in a row... | ---------------------

Shoppers might not equate their love for a family member, significant other or friend with their feelings for a brand, but retailers need to elicit such an emotional state from consumers if they want to cultivate brand loyalty.

It’s rarely love at first sight: “Consumers date your brand, until they decide they love your brand,” said Jeff Fromm, President of FutureCast, during a Retail Innovation Conference keynote presentation.

The challenge for retailers is a bit of a paradox: they need to deliver both consistency and spontaneity to the shopper.

Fromm compared retailers’ task to taking someone out on a date to their favorite restaurant and bringing their favorite flowers and chocolates along.

“How many of you as retailers want to deliver the exact same guest experience 100 times in a row, and expect the same excitement?” Fromm said.

“There’s a law of diminishing marginal returns. Love is tricky and it’s hard, because consumers have so many direct and indirect alternatives.”

Read the rest of this story from retailtouchpoints.com...

thumbnail courtesy of retailtouchpoints.com

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