Loyalty is the act and consequence of building loyalty : ensuring that customers or employees of a company maintain loyalty to it. This concept is frequently used in the field of marketing .
Loyalty is an objective that companies pursue so that their customers buy their products periodically . The loyal customer, therefore, is a regular buyer.
When a sale is the starting point for the next sale, loyalty begins to be achieved, which consists of the establishment of a solid bond that is sustained over time . Companies, in this framework, must first attract the customer or buyer, then convince them and finally keep them.
Specifically, we can establish that there are so-called loyalty programs, which are an existing tool within marketing with the clear purpose of rewarding customer loyalty and making them trust the company to make their purchases.
It is considered that these aforementioned programs bring with them a notable series of advantages for the company that implements them, among which we can highlight the following:
-Achieves that she can increase her income significantly.
-Without a doubt, he is responsible for driving business growth.
-Increases the company's sales.
-It significantly improves the online reputation that the company in question may have and also the brand image in general.
-It goes without saying that it prevents customers from going to buy from competing companies.
-Of course, we must not forget that, in addition, these loyalty programs will make customers happy.
In order to shape a good loyalty program, it is necessary to follow a series of steps, such as these:
-Establish what your objective will be.
-Thanks to the update of the database, you can choose, among other things, to know well the type of clients you have and also what their preferences or needs are.
-Think very carefully about what you can offer them and, of course, how this tool can be used to delight customers.
There are various strategies to achieve loyalty. The most common is to reward the frequent buyer : for example, through a system of accumulating points that can later be exchanged for gifts.
Let's take the case of a supermarket that invites its customers to manage a card for free. Holders of this card add one point for every twenty pesos spent . In this way, by accumulating at least 50,000 points, users can exchange them for various products. As you can see, the system aims to build loyalty since it encourages people to buy again and again in the same supermarket to have the possibility of adding points.
A hotel , for its part, can promote loyalty by giving its guests one night of accommodation for every ten nights they pay. Thus, the establishment seeks to ensure that tourists do not choose other hotels in the same city or that they decide their vacation destination based on this reward.