How Loyalty Can be Used to Drive Consumer Behaviour

With the vast amount of choice and product variety on the market, never has there been a time when brand and consumer loyalty were more important.

What is consumer or brand loyalty?

Brand loyalty refers to consistent behaviour in terms of purchasing decisions, or increased likelihood that a consumer will return to a specific brand due to a positive customer experience. The perception and reputation of the brand in question matter too, with the public view helping drive ongoing loyalty and trust in their purchasing decision, and this trust is hard to develop.

Reinforcing buying habits?

In day-to-day life, most purchases are done out of habit. Many customers have become accustomed to certain items or brands, and continue that purchasing routine as a result of fitting their needs, rather than experimenting with other options. Discovering and trying new and different product options takes time and energy, with an increased risk of being disappointed. Hence why many consumers stick to what they know.

Therefore, the majority of consumers will purchase new products from a brand they already trust and love. Customers hooked on one product are significantly more likely to purchase other offerings from that same brand or store, thereby increasing your revenue per client.

Price vs preference

While most South Africans are very price-conscious, when it comes to luxury items and consumer goods, most South African shoppers will purchase from the most reputable and high-quality brands that return loyalty. Brand loyalty is a strong enough force that price is a less-significant factor. Even when prices go up, brand-loyal customers will pay the increased price because they trust that they are still getting value for their money.

Great experiences and association

If you’re able to build an emotional connection with your customers, earning their trust and loyalty is a whole lot easier. This is why many brands put such an emphasis on customer service and before-and-after sales. Furthermore, if your brand can create an identity for itself, and one which consumers want to be associated with, your customers essentially become ambassadors of your brand. Such is the case with Legacy Lifestyle ’s charitable element, allowing the programme to become more than a shopping membership, but also something that gives back to excellent causes and organisations.

Driving engagement

If a consumer has a connection or loyalty to a brand, it’s far more likely that they’ll show engagement or interaction on social media, for example, when that brand is showcased. When it comes to competitions, surveys, or organic engagement, this built-up trust is key.

Brand loyalty has and always will be something difficult to create and maintain, but with genuine value and great customer service, this can be achieved. The Legacy Lifestyle Rewards programme is dedicated to doing just that and offers South African consumers a rewards membership unlike any other.