4 Sustainable Techniques For Driving Customer Loyalty
Sustainability sells, and businesses, especially retailers, can drive customer loyalty by finding ways to make their products and services more sustainable. Some reports found that
87%
of buyers will opt for products simply because their manufacturers advocate for issues they care about. By showcasing your commitment to saving the environment, you can reach out to a potential customer on an emotional level. This emotional connection would have customers loyal to your brand, product, or service. So, if you’re looking to increase
customer loyalty
in your business, here’s how sustainability strategies can help you reach that goal.
- Drive brand sustainability awareness
One of the effective ways to attract the loyalty you need from your customers is to drive awareness of your sustainability efforts. It’s not enough to simply make sustainable changes or shifts and expect your target customer to know about it. You need to implement strategies that would show your customers your sustainability to increase trust and, in turn, loyalty.
You can use strategies like product sampling , content marketing, influencer marketing, referral programs, video content, etc., to drive your brand’s awareness.
- Turn customers into brand ambassadors
Good old word-of-mouth advertising is still a powerful marketing force and plays a crucial role in attracting and keeping customers loyal. Turning your current customers into brand ambassadors is a clever way to attract their loyalty while simultaneously reaching out to potential clients. As mentioned earlier, an awareness strategy like referral programs can drive customer loyalty. It involves turning your current customers into brand advocates, making them big proponents for customer loyalty. According to some studies, prospects referred to your brand through friend recommendations have a
16%
higher lifetime value. Such referrals also come with conversion rates three to five times higher than other marketing strategies.
Aside from customers, business owners can also use their retailers, suppliers, vendors, etc., as agents of customer loyalty by spreading the message of sustainability through them.
- Help your customers maintain their values
Today, many modern customers expect their preferred brands to help them maintain their values. And sustainable living advocates are no different. Brands that succeed in helping their clients in their sustainable behavior, choices, activities, and other endeavors are more likely to create an army of loyal customers. That means getting a competitive advantage over other businesses.
- Be involved in more environment-conscious programs
It’s not uncommon these days to see the top businesses spending large sums of money on various environment-driven loyalty programs. For example, Coca-Cola launched a new marketing campaign to encourage people to recycle bottles to reduce their environmental impact. While Coca-Cola produces a quarter of all 470 billion plastic bottles that litter the environment every year, its environmental campaigns have ensured that they haven’t lost its loyal customer base. Another notable mention includes Apple’s commitment to be a 100% carbon neutral company through various sustainability initiatives.
Running a business focused on sustainability is good for the environment and its growth. By implementing the right measures, such as those mentioned, your business would be able to enjoy all the benefits of being environmentally safe.
