One of the main ways to develop a strong, loyal customer base is to create a community feel through social media and PR. This can often require a detailed strategy as well as a deep pocket and the luxury of time.
Consumers now see brands social media platforms as more than simply an advertising platform; they are now a vital tool to ensure product satisfaction. The question that everyone asks is whether brand loyalty can be built and strengthened. General trends highlight that the answer is very likely to be yes.
The integration of a customer service through social media has had considerable impact. According to Social Habit, 32% of social customers expect a direct online answer within 30 minutes and 42% expect a response within one hour. It is clear that consumer needs are constantly getting higher and brands have to adapt to this social change.
Apple are a prime example of a business who put their customer base first. Their in-store 'Genuis Bars' offer a friendly offline approach to customer service as well as maximising the potential for brand loyalty and future purchase. Online they are just as helpful offering step-by-step guides to fix common problems
Across the Pond, UK shoe retailers, Wynsors, used their social media channels to analyse their customers and find out their market. By noticing their target market were parents and school children they implemented a 'click & collect' option on their website. This limits any fuss and ensures the purchase of the product.
They have also targeted content around their target market to ensure loyalty and a sense of 'community' amongst their customers. Their recent road safety campaign with UK road safety charity Brake created considerable engagement and was specifically aimed at children and parents.
These examples go to show how both global and local brands ensure an element of trust and loyalty with their customers, whilst aiming their online offerings around their target markets and developing a positive customer experience.
The idea of brand loyalty is incredibly important as consumers want to be listened to and feel a sense of validation. Brands should ensure they have a healthy online presence, create loyalty schemes, build a sense of community and recognise that their target markets come first.