How To Build Customer Loyalty?

I have been running Facebook and Insta Ads, and have been creating engaging content for the social media, have a cool website and posting continuously but still not able to sell on line and left with Inventory.

Well, does this sound familiar?

This is exactly what most of the brand owners call me up and ask this and it's painful when you hear that in this pandemic when brands like you are struggling to sell the product due to low demand, you are losing money on advertising that does not work. So this is why I decided to write this explain?as what it?takes to sell online. Let me tell you selling online vs offline is very different and you should be really careful of not using the same strategies that you have used?in the past to sell to retailers or through pop up shows or exhibitions and events.

In my experience of +25 years in the fashion industry what I have seen is that most of the time, fashion brands?focus all their attention on creating a great product range (they love doing it as that's their comfort zone).... and not enough focus on who they are creating this for and how to sell the same. When?they launch their new range?(no matter how amazing it is) most of the time they realise that no one noticed. This has even got tougher post covid, since most of the fashion brands like you have been forced to move in the online space.

Getting customers for your fashion products is essential, no matter which type of product you are selling. Problem is, in an overcrowded market like fashion,?it can feel impossible to get noticed.?Every day we have hundreds of new brands starting and equal numbers closing. Some brands ask me why they are?unable to sell when they are spending in?Facebook,?Insta ads, getting influencers to add their following,?believing that this is the path to a?successful brand.

But you mainly fail to sell despite spending money on ads because the ads are not connecting to the target customers and despite having visitors to the sites, sales do not happen. So the question that still remains unanswered is?how can you get paying customers for your fashion?brand.?Instagram,?Facebook and other social media platforms are only a small piece of the puzzle. At the end of the day,?you?want to attract customers who buy, not just those who double tap, or hit like.

So the answer is simple, but not necessarily?easy. Key to selling online lies in the fact that you need to have loyal?customers. Now loyalty?if you know is intangible and cannot be bought by paying through ads. You have to build connection, resonance, trust and that is when loyalty is built. Now the question is how do you build this in the online space? Especially for fashion which is very subjective to different audiences and is not a necessity any more.

The answer lies in working on the foundation of your brand. If your brand does not have a strong foundation then all the investment into marketing, customer acquisition, influencer marketing etc will go down the drain as there will be misalignment.

So to have a strong foundation, you need to ensure that you have all the 6 key points in place-

1. Sell a solution and not a product- Now you may jump up and ask, well Tanmaya I am not selling services or essentials. I am selling fashion and how can fashion be a solution. Well it can be when it's positioned properly in the marketplace.

2. Know Your Consumer- Again when I ask brands if they really know your consumer, the standard answer is a BIG YES, but when asked to define, all that I hear is 2 sentences. Well if you are also defining your audience in 2 sentences then you are making a huge mistake as knowing means knowing them inside out and it needs to be well documented so that all your communication on different channels and websites is congruent and is speaking to?your target audience.

3. Communicate Your Brand Story- It's important to do this as without this one cannot understand why they should be your customer and not go to your competition and why they should believe you and trust you more than so many other brands who do similar products at better prices.

4. Listening to your customer- Now this is super important as sometimes your best product gets better and customers start loving it and referring to it once you hear them and understand their experience?about your product. Remember that you will always??

5. It's an ongoing process- Knowing that you need to constantly work towards getting better and better is key as there is never a point where you reach and you can say that it's all sorted and now I don't?need to work any more in building loyal customers.?

6. Have few but Great products- Yes eventually, if you have done all the above and you are overwhelming your customers with too many options that are not so great, you are actually wasting their time. So having a focussed range that is just at the right price and quality for them, makes them love you back.

Once you have this in place then your customers will love your #brand, your #business, your #products and not just become brand ambassadors for your brand.

Now if you resonate with what I have just explained and you are wondering how can you build a strong foundation for your brand or manufacturing set up then you can DM?

?CONTACT US

Feel free to reach us out on any of the following platforms to share your problems and expectations for your business and book a 30 minutes’ complimentary zoom call with Fashion Business Consulting.

Email: [email protected]

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Contact Number: +91 9810517943

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