Loyalty, authentic growth is hard to measure but must be quantified in order to understand who is driving your future.
In the age of direct to consumer e-comm business, you must have an edge beyond just great product. You must be able to authentically connect with your Loyal community in order to grow organically.
I say organically, as most brands may continue to grow, but do not understand that customer attrition is eating them alive, and may not be able to correct course until it is too late. Organic growth goes back to the foundational principle of… “taking care of those who already part of your community”. The old marketing funnel of moving on after customer acquisition is no longer valid. You must have a cohesive “Loyalty Loop” which continues to engage with your customers beyond the product. Having a strategy around measuring customer Loyalty can be directly attributed to long term customer revenue value.
Be sure to have a plan in place for “post” purchase engagement, providing value beyond product. Remember they are purchasing a Lifestyle, and a brand community, make it worthwhile.
Loyal, long-term customers provide ongoing organic growth.
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we develop foundation platforms for brands.
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, among other international brands. In addition, Mr. Smeltzer founded an apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm. He currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.