How To Drive Customer Loyalty On Mobile

By Ross Hamer

Customer loyalty is a funny thing, isn’t it? I remember when I was a kid I would only drink one brand of milk, Fresh’n’Lo. If my milk wasn’t in that familiar packaging I wouldn’t have anything to do with it. It wouldn’t get anywhere near my Coco Crispies, let alone into an unadulterated glass. Looking back at it, it strikes me (quite rightly) as madness, but I also feel a sliver of pride at just how fiercely loyal I was to that brand.

Why was I like this? Well, other than my inherent neurosis, I’m pretty sure it was a mix of familiarity to the point where it was habitual, as well as the illusion that this milk was somehow better than other milk. The cartons were always the most visible in the local food market, and sometimes I’d see it on the few billboards that overlooked the small town I grew up in. All these things undoubtedly created a loyal milk monster in me.

Customer Loyalty Is All Around Me, And So The Feeling Grows

That story tells you a lot about why brands spend a huge amount of time and money on marketing and advertising their products in order to keep customers coming back. It happens all around us, all the time: brands are constantly maintaining our awareness of what we are already familiar with.

Take, for instance, Coca Cola taking the time to make sure their bottles are at the perfect level in a shop’s refrigerator cabinet – and therefore easy to catch sight of, triggering the realisation that you’d love a sip of that familiar sugary taste. And of course also easy to reach out a hand and grab one.

It’s the same for TV ads. As a millennial, I don’t watch that much TV, but when I do I am shocked by the constant barrage of advertising. These ads often have very little to do with the product of the brand they are representing, but they certainly remind viewers of the brand’s existence. That is particularly important for businesses like online brokers who have no real world presence, which presumably explains the panoply of furry (or otherwise) ‘characters’ on my TV screen bringing these brands to sometimes irritating life.

Customer Loyalty On Mobile – A Changing Landscape

The emergence of mobile has changed what we might call the ‘loyalty landscape’ completely. Nearly everyone has a smartphone that they carry with them at all times, in all places, and use at any given opportunity. This has brought about a huge opportunity for brands, but they have only recently started to figure out the nuances of communicating with users through the most personal channel we’ve ever known. And of course there is still a lot of work to do.

Put simply: the old ways just don’t work as well as they used to. Mobile users don’t react well to being interrupted by constant advertising. They’re no longer held hostage to broadcasters who splice up content with a seemingly ever Go to the full article.

Source:: Business 2 Community

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