Brand Loyalty is Vanishing or Is It?
Today's web-savvy consumers are savvy deal finders. They are quick to seize on the brand or the store that offers the best deal. Hence, in an effort to increase the essence of brands; companies are on a massive crusade to bombard clients and prospects with constant messages and tooling techniques. The hope here is to reign in the distracted and disloyal customer. Unfortunately, the blitz of this downpour of marketing messages isn't empowering. It is overwhelming. "Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage."
So what are the attributes of a sticky brand? In other words what makes consumers stick to your brand? You guessed it right. Keep it simple stupid.
Simplicity is the DNA of your Brand Longevity. (Apple had it right all this time.)
In a research conducted by CEB Global, over 7000 consumers vouched that single biggest driver of stickiness, by far, was “decision simplicity”—the ease with which they can gather trustworthy information about a product and confidently and efficiently weigh their purchase options.
Help your customers by helping them to streamline their decision making. What does it take to acquire sticky consumers?
CEB study found that the best tool for measuring consumer-engagement efforts is the “decision simplicity index,” a gauge of how easy it is for consumers to gather and understand (or navigate) information about a brand, how much they can trust the information they find, and how readily they can weigh their options. The easier a brand makes the purchase-decision journey, the higher its decision-simplicity score.
Marketers from all mediums (including trade shows) have to orient themselves in helping consumers to simplify their decisions. It requires new strategies. It requires crafting cooler communications. Levi’s® Curve ID comes to my mind as a revolutionary way to shop for jeans. They have narrowed down four distinct fits that addresses a range of body shapes. Read their customer reviews. Not all of them is going ga-ga over the quality of the jeans but they are euphoric about the fit. After all, jeans are about the perfect fit, isn't it.
Does quality matter? Yes it does. Does price matter? Yes it does. All the stuff they teach you at "B" schools does matter. But what matters most to your customers is that you are helping them help themselves. You are simplifying their decision making process and contributing to the memorability aspect of their purchase journey.
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka