Customer loyalty is more about emotional connection than product value.
For retention, you need a good product, effective marketing, and strong branding.
In the transactional world of DTC, all marketing is focused on getting the next sale.
It’s the same mindset for the second purchase.
However, recurring purchases or loyalty comes only with branding and community building.
With manufacturing and marketing mostly commoditized, branding remains the ultimate moat.
For strong retention, you need a strong brand.
Eventually, competition will launch a similar product, so if your customers are still buying from you, they relate to you at an emotional level.
One of the most effective methods to build a strong brand is –
Community.
Brands like Aerie, Gymshark, and Hims have built strong communities around them.
Lululemon has been the gold standard of the community in recent years.
Here are steps to start creating your community today –
- Define Your Core Audience
Determine what you want to achieve with your community (e.g., support, feedback, advocacy).
Also set specific, measurable goals such as engagement rates, member growth, etc.
- Choose The Right Platform
Decide where your community will live (e.g., social media, forums, a dedicated app).
There’s an innovative app in this space, DeCommerce, that can help you build your custom community without any third-party tools.
Even app-building tools like TapCart can help you build a community around your VIP audiences.
Create Valuable Content
Share content that is useful, informative, and relevant to the community’s interests.
Use a mix of formats such as articles, videos, podcasts, and infographics.
Encourage Interaction
That’s the difference between a community and a following.
In the community, interactions are happening among members.
Foster discussions by asking questions and encouraging members to share their experiences and ideas.
Create opportunities for members to interact with each other and with your brand.
Provide Exclusive Benefits
Offer perks such as early access to new products, exclusive events, or special discounts.
Highlight community members’ contributions and achievements.
Leverage Community Champions
Identify and empower active members who can advocate for your brand and help moderate the community.
Offer them additional recognition or rewards for their efforts.
Eventually, building a strong brand is only sure shot way to increase retention.
Community is a great way to build a strong brand.