Customer Loyalty

Now what I mean by customer loyalty is that it’s much easier to turn someone into a customer than it is to turn someone into a loyal customer. Whether you sell a service or a product does not matter, let’s be honest there’s another brand that sells or does the same thing as you, but this is not the point, once you’ve got them you need to keep them interested. You don’t really call customers fans the way you would call someone that loves a football team. A fan can be turned into a customer and a loyal one at that, not to say it can’t happen the other way around. If you are a Chelsea FC fan then you will more likely have the desire to repurchase their kit again and again regardless of how many times they change because you want to be part of the club.

If I had to use an example of a beauty brand then Gisou would be the perfect example. Negin Marsalehi is known for her influence in fashion, beauty and even her lifestyle, with over 7 million followers on Instagram. After a few years of growing her personal brand and building a community of followers that trusted her views, style and tips, she founded Gisou, a luxury haircare brand. 

Gisou’s success grew very quickly with the advantage of combining Marsalehi’s personal brand influencing the beauty industry, her family’s unique heritage on beekeeping and the lifestyle Gisou represents, having beautiful women from all over the world to use and promote her products. This then created a number of followers and consumers having a strong desire to be part of a club - a Gisou consumer.

If you were to look at this in a philosophers view point then Maxwell Maltz author of Psycho-Cybernetics is a great example. If you were to buy a product from a specific brand because of what the brand represents, in Maltz’ perspective you are buying it to subtly change or enhance your self image, by purchasing from this brand it influences the aesthetic you envision, the way you see and think of yourself. 

This brings me on to my first point, a customer is someone that could have seen your product on an ad or a website or someone could have mentioned it and it piqued their interest. Something that luxury brands do is persuade people to buy a product based on what the brand represents, luxury products means luxury lifestyle. 

This is why your branding and marketing is extremely important. 

First focus on the type of brand you want to be, your cost price and what your unique selling point is. Once you have defined that, you can move onto your social media and advertising, make sure what your brand portrays is presented through your marketing. Once you have managed to pull customers in, that’s where you want to try to keep them as a regular consumer for as long as possible. 

Email marketing is the bread and butter of your business. If someone is willing to share their personal data with you then use it to your advantage. Use this platform, not to turn them into a customer because they already are, but turn them into a fan of the brand, and become a loyal consumer of your brand, not just your products.