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Building brand loyalty was based on price. Discounts, offers, and promotions for referrals and reviews were typical promotional tactics. However, in today’s competitive market, the key to sustainable growth and success is building brand loyalty through an emotional connection, a bond between brand and customer that goes beyond promotional tactics. Omnichannel consistency is the best solution to achieve this.
An omnichannel approach to building brand loyalty weaves a coherent narrative across channels as seamlessly as possible. Brands that focus on omnichannel coherence during implementation profit from a consistent, emotionally engaging story across the channels their audiences incessantly visit. The result is often a deeper and more lasting connection to the brand.
For example, Sephora understands the power of investing in a seamless omnichannel experience by integrating online and in-store shopping, allowing customers to simply switch between channels. Partnering with Kohl’s to build stores inside stores has contributed to a significant slice of Sephora’s sales record profits in 2023 — showing the power of consistency. These small Sephora stores, which are situated in Kohl’s brick-and-mortar locations, look and operate exactly like standalone Sephora stores.
Why Omni-Channel Consistency Matters for Strong Brand and Customer Relationships
Today’s consumers are inundated with brands competing for their attention. With hundreds of brands offering similar products or services at the same price and with the same discounts, which voice will they take heed to?
The voice that stands out will probably be the one that feels the most authentic and comes across the same way irrespective of where or when a consumer encounters it. Consistency is what creates a strong brand identity.
When customer relationships develop from deep emotional understanding and connection, loyalty comes naturally and price becomes less necessary to the customer. Omnichannel consistency helps build this emotional connection, connecting one brand moment to a different, giving consumers a sense of an ongoing, deepening journey reasonably than isolated flashes of interest.
Some brands are great at building communities across channels. Take The Body Shop, a brand that weaves a powerful narrative around cruelty-free practices to all of your marketing, connecting with your customers on a deep emotional level and strengthening brand loyalty. Or Harley-Davidson, which cultivates a strong sense of community through party organising each online and offline, which strengthen affinity and make customers feel part of a collective identity. Others create emotional connections with the brand by providing exceptional, consistent service. Ritz-Carlton trains staff to anticipate guest needs and provide personalized service across all of its locations, creating memorable experiences that keep customers coming back.
Building brand loyalty through omnichannel consistency is a big undertaking. But for brands that are willing to evolve and invest in their customer relationships, the advantages of increased loyalty can materialize quickly. Here are three strategies to solidify your omnichannel efforts.
1. Prepare for a deeper dive
Before you may develop an omnichannel strategy, you must learn more about the people you would like to serve—beyond easy demographics to achieve a deep understanding of each customer’s needs. You can do this by sending surveys, creating feedback mechanisms, and engaging directly with customers. Track sentiment and trends, and use social media to remain ahead of changing preferences and expectations.
Then, go even deeper to customize each touchpoint. How can you utilize your customer insights to create more engaging experiences across channels? Can you customize your messaging? Product offerings? Loyalty programs? When you begin to consistently personalize your brand for people, you may co-create a brand story that speaks to them, reflecting their values and sense of purpose.
To improve the digital customer experience, my company, i2c, builds its platform around the customer to create segments of one, which allows our customers to hyper-personalize their communications and products. Through the platform, customers can allow their customers to decide on loyalty rewards they needwhether or not they select money or product previews. We focus on deepening customer relationships by helping them create those personalized experiences for their customers. Through consistent efforts, we empower our loyal customers to develop into brand ambassadors, sharing positive experiences and building trust with others. Through our Visionary Program, for example, we elevate our most loyal customers with PR, speaking opportunities, and social media promotions.
2. Match your perception to reality
Building brand loyalty often means making guarantees. But if you would like consumers to emotionally connect with your brand, that vision must develop into a reality. A mismatch between perception and reality can undermine trust, and due to this fact loyalty. After all, 32% of consumers they decided that after one bad experience they might stop doing business with the brand they loved.
Brands can bridge the gap by setting realistic expectations. Avoid over-marketing; as an alternative, focus on highlighting real strengths and advantages. Be transparent about potential limitations or delays. Close the feedback loop by actively and often searching for information, responding to it thoughtfully and practically, and using it to implement changes that meet consumer needs and expectations.
A powerful brand identity requires closely linking the brand promise with the world it offers to its customers through various channels.
3. Don’t filter science
Building a seamless experience across all channels doesn’t mean your brand has to be “perfect.” Brand mistakes will probably be easier to avoid if you practice these steps, but the occasional mistake is inevitable. The necessary thing for a strong brand-customer relationship is recognizing when you’ve made a mistake and taking responsibility for it.
Taking responsibility means keeping your word. Avoid the temptation to defend yourself or avoid blame, and actually don’t place blame where there is none. Statements must result in motion in a timely and secure manner. And once you begin, don’t stop. Continue working to repair the problem until it is fixed across all channels.
Dealing well with mistakes can actually increase brand loyalty. Use setbacks as opportunities to have honest conversations about your values and how they translate to your customers. Remind people of your brand identity by showing sincerity and quality. The excellent news is that if your brand is consistent, your loyal customers are five times more more likely to forgive.
In most scenarios, the query of the right way to build brand loyalty may be reframed as the right way to connect emotionally with customers. The answer to this deeper query will only come from understanding customers, and it should evolve constantly. Agility will probably be key, as will critically listening to customers and adapting strategies to their changing needs and the changing market. A commitment to creating seamless brand experiences will ultimately convert casual customers into loyal advocates, driving sustainable growth and success in an increasingly competitive environment.