A brand that commands customer loyalty is a brand that continues to prosper.
For example, 92% of Apple customers are loyal to the brand meaning no matter the deal, customers will continue to purchase from Apple in the future.
Let the numbers do the talking!
It costs five times more to acquire new customers than it does to retain customers. In addition to this, existing customers are 50% more likely to try a new product from your store and spend 31% more than new customers.
And 80% of WhatsApp messages are read by recipients within 5 minutes. And according to a report, using WhatsApp Business can help increase sales by 27% and conversion rates by 20%. Fostering customer loyalty with WhatsApp commerce is the new norm for increasing your customer retention rates
In this article, we will discuss how you can use WhatsApp to boost customer loyalty.
What is Customer Loyalty?
Customer loyalty can be defined as a customer’s willingness to purchase from a brand repeatedly due to the delightful experiences they had with the brand. It is an essential element to growing a sustainable business. Loyal customers are so devoted to a particular brand that they are willing to buy despite the price even if there are cheaper alternatives in the market.
Loyal customers also become brand advocates that promote your products to their friends and family. In order to drive customer loyalty, brands must create meaningful customer experience that incentivize them to purchase again. The key factors of loyal customers are those who:
✅Make repeat purchases
✅Are not interested in alternatives
✅Leaves feedback on how your brand can improve
✅Engages with you on different channels
✅Advocate for your brand to their peers
Types of Customer Loyalty
Customers remain loyal to a brand for various reasons. There are five key reasons why a customer is loyal to a brand:
#1: Truly Loyal Customers
These shoppers are your brand advocates and would never leave your brand for your competitors. They love using your products and are dedicated to continuing without hesitation. They also tend to tell their friends and family about purchasing your products and encourage them to buy from your brand. These shoppers provide feedback, interact, and frequently purchase from your brand.
#2: Satisfied Customers
These customers genuinely like using your products and services and regularly make purchases. Although they are satisfied with your brand, they can be easily persuaded to switch to alternatives for a better deal, discount, or experience.
#3: Convenience Loyalty Customers
These customers shop from your brand because it is convenient for them. The convenience factors may include speedy delivery, ease of purchase, preferred collection, location, or others. Convenience is what makes them stick around. In fact, 97% of consumers have backed out of a purchase because it was inconvenient to them. In another report, it was found that two-thirds currently pay for a fast delivery service such as Amazon Prime or Shipt. In addition, 52% of shoppers say half or more of their purchases are influenced by convenience.
#4: Loyalty Program Customers
These shoppers are loyal to the program, not the brand. They shop to avail discounts or freebies that the brand offers. They will continue to shop as long as they can avail benefits from your program. Research found that a customer who signs up for your loyalty program is 47% more likely to buy from the brand again. In addition to this, 80% of your business will be generated from 20% of your customers.
Fun fact: Customer loyalty marketing dates back to 1793
#5: Low-pricing Lovers
These shoppers buy from a brand because they offer the lowest price or the best deals compared to their competitors. They will continue to shop as long they get rewards/best deals from your brand.
Read also The Complete Guide to WhatsApp Opt-in
How to Boost Customer Loyalty using WhatsApp Commerce
Here are some ways to boost customer loyalty with WhatsApp commerce:
#1: Personalized Offers
A recent report disclosed that about 55% of people feel more connected to brands that communicate via chat/messenger apps. Since all channels of communication are saturated, WhatsApp allows brands to connect with customers on the go. In fact, a report found that users read WhatsApp messages 99% of the time. Hence, creating a relevant, individualized interaction can go a long way in building great relationships.
Just like one would tailor a custom gift for a friend, brands can also tailor an experience that builds relationships and fosters customer loyalty. For instance, a customer lands on a Facebook ad that Click-to-WhatsApp. The customer wants to enquire about a dress. The NLP-powered bot can chat with your customer on the go and answer the customer queries. In this case, let's say the customer is looking for a black dress and the bot delivers the request. The bot also asks questions to develop a unique PII that can be used to deliver a personalized experience.
In this case, the brand was able to collect the birth date of the customer to deliver a more personalized experience.
#2: Abandoned Alerts
Automated cart or browser abandonment alerts are an excellent way to build good customer relationships with potential and existing customers. For instance, a customer browses through your website and drops off. You can send the customer an abandoned cart alert based on their browsing history to make them come back to your website.
In this case, the customer returns to the site, checks out products, adds them to their cart, and completes the purchase. When you send alerts based on search history or previous purchases, the customer feels connected since he knows that you keep a track of their behavior. This helps to foster trust and build customer loyalty in the long run.
#3: Membership Rewards
A rewards program can accelerate the loyalty life cycle which can be effectively conducted via WhatsApp. The goal is to develop a strategic system through which customers are continually educated about the rewards and motivated to earn them.
However, in order to maximize loyalty and profitability, a brand must give its best value to its best customers. To determine this, it is crucial to segment and retarget customers based on the customer lifetime value. Kickstart your WhatsApp loyalty program by sending your customers loyalty alerts.
Let's take an example
A customer has to spend a certain value to subscribe to your membership program. The membership program poses certain benefits such as early access to sales, cheaper prices, free delivery, and more. Your brand can send alerts informing the customer about their progress towards their membership goal.
In this case, Bootch can boost customer loyalty by constantly interacting with members once they sign up. They can even use WhatsApp to send member-exclusive alerts to inform customers about ongoing sales, limited-time deals, and more.
A great example of membership rewards is Zomato. They launched Zomato Pro which allows customers to avail 30% extra discount on food deliveries, 40% off on fine dining, and faster delivery.
#4: Ease of Transactions
Customers love ease while they browse, shop, and even pay. This continuous flow is crucial for customers who have a short attention span. For instance, Lisa selected two dresses from your brand’s WhatsApp catalog. As a customer, it is far easier to complete the transaction on the go.
Hence, instead of redirecting customers to your website or app, you can share a digital payment link via WhatsApp that allows them to complete the transaction.
Once a customer finds ease and convenience while shopping with your brand, they are bound to stick around. You can also conversationally engage and assist the customer on the go and can even use post-transaction notifications to update the customer on the purchase. This will not only boost customer loyalty but also retention.
#5: Customer Support & Feedback
Customer feedback is a crucial part of any business. It allows brands to identify the level of satisfaction a customer has with their products or services. Brands can collect feedback, run surveys and conduct customer service on WhatsApp. For instance, once a customer receives the product they purchased, an automated message can be triggered to collect feedback on their recent purchase.
If there is a grievance, it can be resolved on the go. The NLP-powered chatbot can understand the customer’s queries and resolves them in real-time. For example, if a customer asks about their delivery update, the bot can immediately send an update with the order number.
A brand that provides great customer service and takes customer feedback seriously can eventually work on improving the customer’s experience. The happier a customer is from their purchase, the more likely they will be to purchase from your brand in the future.
Customer loyalty plays a major role in a brand's ability to sustain itself in the long run. Brands that are successful, dedicate time to understanding their shoppers and crafting unique experiences that are catered to their needs. Building a kickass strategy to build this relationship requires time and effort. In this case, it is crucial to be available at every step of the buyers journey to assist and complete the process.
Are you ready to boost customer loyalty with WhatsApp? Book a demo with us today.