Treat brand loyalty like royalty
Brand loyalty isn’t something new, it’s something that business owners and marketers have pushed for decades but have you considered what it actually means?
I was very loyal to a few local restaurants and pubs. Supporting local businesses matters.
I then became unwell and my mobility suffered. The restaurant’s I mentioned suddenly became less accommodating. I felt like an inconvenience. I soon decided to try elsewhere. I found new places that were accommodating, that valued my custom.
My loyalty changed. I stopped going to my favourite haunts and gave my money to other places.
The point I’m making. Brand loyalty isn’t a given, loyalty changes as your needs change.
The pandemic has seen a huge shift in brand loyalty. Since the beginning of COVID-19, more than 75% of shoppers have changed their buying habits, and 39% have switched brands or retailers entirely.
Disabilities might be temporary such as a person with a broken arm or hand meaning for a few weeks they might have temporary loss of a limb function, laryngitis or an ear infection may disturb someone's balance and hearing. Someone with cataracts waiting for an operation might have vision impairment or even a new parent with baby in arm trying to book a doctor's appointment online with just one hand.
People might acquire a disability through trauma or illness. When people's situations change, as does their buying behaviour and brand loyalty.
Only 17% of people were born with a disability, 2% of the working age population become disabled every year, 78% of disabled people acquire their impairment aged 16 or older.
So if you’re in business and things are going well and you’re gaining repeat business, that’s seriously wonderful and should be celebrated, boosting retention rates by just 5% has been found to increase profits by between 25% and 95%.
65% of revenue in most companies comes from repeat business with existing clients, not surprising when you think existing customers loyal to brands purchase 90% more frequently than new customers.
If you’re thriving, carry on shouting, promoting, marketing but don’t rest on your laurels, try and make your offering even greater, make sure everyone can see, hear, understand and access so your favourite loyal customers don’t choose to go elsewhere due to situational changes.
Consumer research reports have found people who find an access barrier or encounter poor disability awareness at a brick-and-mortar or web business will simply move or click away to another site.
Most customers give brands one chance to make an impression, let’s make sure it’s a good one.