Are your customers leaving you when the last drop of product is gone? If they are choosing to purchase another brand instead of repeating their purchase with you, find out where you might be going wrong.
Shampoo, Rinse, Repeat. We’ve all seen the back of shampoo bottles where it says “Shampoo, Rinse, Repeat”. Of course, if consumers follow this advice, they’ll need to repurchase often which is great for the brand’s consumption rate. However, each repurchase brings the possibility that your customer will choose something new, whether out of curiosity, FOMO (fear of missing out) or advertising influence.
Here’s the important question… How do you retain customers and remain relevant when your competitors are constantly vying for even your most loyal following?
Or better yet, be ahead. The beauty industry revolves around trends, which can quickly leave your brand dated or displaced if you’re not making a conscious effort to evolve. Don’t let R&D lock you away; get out in the field and in front of your customers. Hear what they’re wanting, missing or needing. Solve their problems. Iterate on your bestsellers. Brands are bettered from the outside—by places, cultures, experiences, and consumers themselves. There is no reason on Earth to continue using the same campaign year after year.
The influencer age has established a bridge for brands to turn customers into loyalists. First, find influencers who match your customer personas and speak to your same audience. When you have your curated list, reach out to each influencer and ask for their pricing. New and emerging influencers will sometimes promote products and brands they believe in for free, but most will ask for a fee and/or commission. Be sure to give them the information and direction they need in order to create quality content that matches your brand standards. Also set parameters for when, where and how often they will post.
While influencers are pivotal for any beauty brand, keep in mind that they represent only one component of a PR and marketing strategy. You also want to be consistently showing up in blogs, digital ads, #tags and other mediums to remind your customers that your brand is still “in.”
The only brands that win awards are the ones that put in for them! It might be tedious and time-consuming, but it’s worth the effort when you take home an award that you can use to reinforce your brand presence. And don’t be shy to ask your customers to vote when the opportunity allows. They want to have a hand in your success, because your being a winner makes them winners, too. Use the logos of the awards you win on your website, packaging, and in your marketing. Consumers want constant validation that they are purchasing the best option available to them.
If someone is ever considering switching from your brand to another, one of the first things they will do is read reviews online. Build up your positive reviews, not just on your own website and social channels, but also on affiliate sites. When you’re highly rated with many people vouching for your brand, customers have a harder time justifying a switch. And even if they do stray, they will treat it more as a one-time trial than a permanent transition knowing so many other people swear by your products.
Growing your customer base will always be a priority, but the brands with true staying power are the ones that keep customers for life. See how Buzz Beauté can help your brand retain and remain.