IN THE PINK
In the mid-90’s, I was a broke college student living in DC. My best friend and I spent way too many hours wandering around Commander Salamander, minds blown by the first glimpse of Urban Decay eyeshadow. After that, we’d head over to Diesel, maybe swing by Urban Outfitters, but the main event was always last.
Though I couldn’t afford anything, the best part of the day was pulling the door open to the Betsey Johnson store. In a time saturated with all things grimy and grunge, the allure of the neon-pink glow was like a beacon in a sea of gray.
It Was All a Dream
I can feel what it’s like in my memory, pulling the dressing room door closed behind me, turning to inspect my choices, deciding which to try on first. What followed would be an hour of Candyland fantasy cosplay: Satin slip dresses with delicate lace in black or pink, corseted ballerina numbers, tiny floral patterns, and puffy skirts.
What is it about a brand that inspires such nostalgic devotion? I can tell you that, to this day, I will not pass by a Betsey Johnson display, virtual or in-store, without stopping to make sure there’s not something I desperately need. It brings me joy, plain and simple.
That magic is what we call The Living Brand.
Under My Skin
When a customer develops brand loyalty, they’ll spend 60% more per ticket and they’ll buy with 90% greater frequency compared to similar brands. How do you become part of your customers’ DNA? Show them that you know them, that you see them. Like any relationship, put the needs of the other first and you’ll be rewarded ten-fold.
Loyalties can be categorized into three primary groups:
Covetous loyalty – This was me in the Betsey Johnson dressing room in the 90’s. (Or me on Chanel’s website today.) These folks haven’t made a purchase, but don’t dismiss them: These are your dyed-in-the-wool superfans. These are the girls in middle America, saving up for a Coach wallet. Even if they don’t own a thing, these are still your brand ambassadors.
Inertia loyalty – Occasionally, you’re the only game in town – this is the loyalty that comes from not having any other options.
Premium loyalty – This is sometimes called “action loyalty” meaning, these are the folks who not only covet, but are willing and able to spend. This is your top tier, and you should never stop romancing them.
All In
Are you as obsessed with your customers as they are with you? Has the shine worn off, or are you making it feel like first time, every time? Loyalty goes both ways, meaning that putting your customer at the center of everything you do, every move you make, sets you up for a long-lasting, harmonious relationship.