Each company wants its products to consumers remain so for the largest possible period of time and the volume of their purchases increased steadily.Typically, this is difficult to achieve - have to fight for that of all the goods on the market and consumer brands do not just pick your, but remained faithful to her over the years.In this article we will explain what the customer loyalty and how to fight for it.
Broadly, loyalty - this is definitely a positive and friendly attitude towards someone or something.Most often this term is used in the context of the commitment of the population of this or that government, political party regime and so on.For the concept of "customer loyalty" definition will be somewhat different.Most modern scholars marketers agree that the term refers to a well-established commitment to customers the same product or brand, build and maintain over the years.Thus, customer loyalty - is not just a momentary preference, it is the rejection of any available alternatives and, most often, resistance to changing prices.
readers to better understand what loyalty, give an example.Suppose, the user can choose between several soap brands available on the market.In fact, all the available types of these products perform the same function - cleansing the skin of dirt, and they carry it with approximately the same quality.
But ask any of your friends, do they buy each time soap from another brand?Rather, they have for many years enjoyed the same Safeguard'om, Duru or Camay, and even if the price of cubes with the familiar smell of increase, they still will not give preference to another species.
Another obvious example - the same seller in the market.If you are confident in the quality of goods offered to them (especially in the case of dairy and perishable products), you would not go at the next counter - on the contrary, you will even pay extra for him to leave you with the best pieces.But he will answer you the same - sometimes make gifts like free oil or fruit cubes with private garden, which he tore and carried "for you."
Example seller in the market is a primitive illustration of such marketing techniques as a loyalty program - is a set of measures aimed at the consumer remained true to the brand and made repeat purchases in the foreseeable future.Such programs may include a system of cumulative discounts provided after making purchases over a certain amount, and distribution of various gifts and prizes.If you notice that your mailbox appear leaflets with attractive offers from the manufacturers of the goods purchased by you, you know - they understood that such loyalty and realized that to retain existing customers is much easier and more profitable than attract new.This principle can be attributed to the "golden rules" marketing because it is versatile and is available in all areas.
The fact that such loyalty and how to improve continuously the scientists write of world renown, on the subject defending candidate and doctoral dissertations on the economy.It was the pursuit of it brought modern marketing to the form in which it is now - do not sell a product or service, not profit, and customer care, which turned out to be valued above all else, let the consumer and realizes that she is the next marketingploy manifested to obtain additional profit.
