What is customer loyalty and how to achieve it?

Each firm wants consumers of its products were for the greatest possible period of time, and the volume of their purchases has increased steadily. Usually to achieve this is quite difficult – you have to fight for something that exists on the market of products and brands the consumer is not just made, but remained faithful to her for many years. In this article we will explain what is customer loyalty and how to fight for it.

In a broad sense, loyalty – it is definitely a positive and friendly attitude towards someone or something. Most often this term is used in the context of the commitment of the population of a particular government, political party and so on. For the concept of "customer loyalty" of the definition will be somewhat different. Most modern scholars marketers agree that the term means an established commitment to consumers for the same product or brand is formed and maintained for many years. Thus, consumer loyalty – it's not just a momentary preference, it is the rejection of any available alternatives, and, often, the immunity to changing prices.

So that readers can better understand what is loyalty, we give an example. For example, a consumer can choose from several brands of soap available on the market. In fact, all available types of these products perform the same function – cleansing from dirt, and they perform with about the same quality.

But ask any of your friends, do they buy each time soap another brand? Most likely, they are already many years I use the same Safeguard’om, Duru or myself, and even if the price of the block with a familiar smell will increase, they still will not give preference to another type.

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Another obvious example – one seller in the market. If you are confident in the quality of their goods (especially if we are talking about dairy and perishable products), you will never go at the next counter – on the contrary, you will even be able to pay for the fact that he left you the best bits. But he will answer you the same – sometimes to make gifts like free cubes butter or fruit from a personal garden, which he tore and took “especially for you”.

An Example from a seller on the market is a primitive illustration of this marketing technique as a loyalty program – a complex of the actions directed to the consumer remained loyal to the brand and have made repeat purchases in the foreseeable future. Such programs may include a system of cumulative discounts after purchasing a certain amount and the distribution of various gifts and prizes. If you noticed in the Inbox appear leaflets with tempting offers from manufacturers of goods purchased by you, you know – they understood that loyalty and understood that the existing client to hold on a lot easier and cheaper than attracting a new one. This principle can be attributed to the ‘Golden rules" of marketing because it is versatile and works in all fields.

About what is loyalty and how to increase it, write scientists from around the world, on this subject, defend their candidate and doctoral dissertations on Economics. It is the pursuit of it brought modern marketing to that type in which it is now – not selling a product or service, not benefit, and client care, which turned out to be valued above all else, let the consumer understand that it is a marketing ploy and it appears with the purpose of obtaining additional revenue.