As any loyalty marketer worth their salt is no doubt aware, customer loyalty is an ever-evolving phenomenon. It’s constantly adapting to new technologies, new industry trends, and new consumer behaviours.
The last few years have been a clear indicator of this, as global events forced brand loyalty into a purely digital space. But even before the pandemic, customer loyalty had already moved far beyond transaction-based activities and was more concerned with the customer’s experience.
So, given the ever-changing landscape of brand loyalty and customer retention, here are some interesting customer loyalty statistics to keep in mind when considering your loyalty marketing strategy for 2022.
1. Email marketing is still king
Roughly 4 in 5 businesses still heavily rely on email marketing to assist with keeping their customer retention at an optimal rate (Emarsys).
If the importance of email marketing wasn’t already apparent, then this 2022 customer loyalty statistic should really drive the point home. Funnily enough, email marketing and loyalty programs go hand-in-hand.
By asking for a customer’s email address as part of the loyalty program registration process, you can rapidly build a newsletter list, which you can then use to spread the word about exciting new products, industry news, exclusive promotions and other engaging content.
This not only helps to establish your brand as a reputable and trustworthy authority in the industry, but it helps to create a community around your loyalty program. Send people updates on their loyalty status, with gamified functions like leader boards and badges.
2. Customers are down with data tracking
Nearly 90% of Americans are willing to have various details of their activity tracked in exchange for more personalised rewards and brand experiences (Bond Brand Loyalty).
Research suggests that most consumers aren’t just indifferent about having brands collect data on their shopping habits – they actually want the brands they shop with to track their data, if it leads to a more personalised experience.
Digital loyalty programs (in particular, digital loyalty apps) are the single most useful tool for a business to collect valuable customer data and use it to tailor each customer’s experience to cater for their individual needs and preferences.
With a decent mobile rewards app, you can send your most loyal customers targeted communications, personalised offers, recommended products and more.
3. Good corporate citizenship is good public relations
Brands which are perceived as meaningful and making the world a better place outperform the stock market by 134% (Vivendi).
Whereas quality products, good customer service and value for money used to be the primary factors that a customer cared about when shopping, this 2022 customer loyalty statistic suggests that now there’s another one to add to the list – Corporate Social Responsibility (CSR).
Your customers want to know that you’re giving back to the community and doing your bit. Otherwise, they’ll go elsewhere. Again, loyalty programs are a nifty tool for implementing CSR initiatives, and for showing your customers what your brand’s core values are.
For instance, MAC Cosmetic’s “Back to MAC” recycling scheme rewards customers with discounts and loyalty points for bringing their discarded lipstick containers and other makeup packaging back to MAC outlets for reuse. In 2019 alone, MAC Cosmetics reported that it recycled or repurposed 24,000kg of old product.
See how this strategy incentivises recycling, displays the brand’s values and encourages loyalty program encouragement all at once? Clever!
4. Brand-created content is falling short of expectations
60% of branded content is failing to deliver (Havas).
So, what do you do in this scenario? Get your customers to create quality content for you! How do you do that? Reward them for it! Simple.
User-generated content (UGC) is content that discusses a brand or its products, but isn’t produced by the brand itself. For example, if someone puts together a YouTube tutorial on how to build an IKEA bedside table, this is UGC. The same goes for someone’s blog on their experience flying with Singapore Airlines, or a podcast reviewing the latest Apple iPhone.
These days, most consumers tend to trust peer reviews more than traditional advertising, and this is where UGC becomes an invaluable tool for expanding brand awareness and strengthening consumer trust in your business.
By rewarding customers with loyalty points and other incentives for creating UGC that promotes your products and services, you can build an ever-expanding pool of quality content that can be shared in newsletters, social media pages and other channels.
5. Customers will jump ship if they smell a better deal elsewhere
50% of US consumers claim to have left a brand they used to be loyal to, because a competitor better met their consumer needs (InMoment).
Make no mistake – your customers aren’t as loyal as you’d like them to be. This is perhaps the most important customer loyalty statistic to keep in mind in 2022.
How can you meet a customer’s needs if you don’t know what they are? To really gain an understanding of who your customers are and what they want, you need to tighten the relationship between brand and customer.
How? A digital loyalty app is arguably the most efficient way, as it creates a direct line of communication with each customer. It transforms the relationship they have with your brand, from being an in-store or online experience to literally being in their pocket, with:
Personalised offers based on their previous interactions
Gamified functions for increased engagement
Birthday rewards and other milestone prizes
Perhaps it’s time to invest in a digital loyalty app for your business and its customers
At Stamp Me, we provide businesses of all shapes and sizes all over the world with a highly interactive and intuitive mobile rewards app that serves as a convenient replacement for traditional “Buy X, Get Y” paper punch cards.
Not only does it offer all the perks and benefits listed in this article, but it’s remarkably quick and easy to set up, with a 30-day free trial so that you can “try it on for size” before committing to a month-by-month subscription.
To speak with a friendly member of our professional team about how Stamp Me can help your business retain more customers and boost brand loyalty, don’t hesitate to get in touch. Otherwise, you can get started today!