If e-commerce is transforming the way we consume, webmarketing is becoming a key element in the strategies of e-marketers, who must renew their ingenuity to keep their customers over the long term. It is good to know that a loyal customer costs less than winning new customers.
What is customer loyalty?
Customer loyalty is the customer’s exclusive and lasting attachment to a service, product or brand. It revolves around three dimensions: the affective dimension which concerns the emotions of the customer who prefers a company or a brand to others. It is the full emotional satisfaction of the customer; the cognitive dimension which reduces price comparison, studies show that a loyal customer would be willing to pay more to get the product of the brand or supplier he prefers; and the conative dimension which translates customer loyalty by repeated purchases of products of the same brand (loyalty for the brand) or of different products from the same company (loyalty for the supplier).
How to build customer loyalty?
Satisfying your customer, by offering him a good product that perfectly meets his needs and services that meet his expectations, is the basic element to build customer loyalty. Then come the webmarketing techniques that will allow you to keep your customer on the long term. Even if he makes repeated purchases from your e-commerce site, your customer should never be taken for granted. The idea is to surprise him by continuously proposing new products and services to create an emotional attachment of your customer to your products or services.
The most relevant loyalty techniques
Blogs and social networks: your customer needs you to answer their questions about your products and/or services. The creation of quality content via a professional blog but also through social networks is one of the most effective ways to build customer loyalty. Newsletters are mainly used to keep customers informed about brand or company news. It is one of the most effective webmarketing tools in terms of customer loyalty. The e-mails delivered to the customer must be personalized, because a loyal customer likes to feel privileged. These techniques are only feasible when a relevant database is available.