How to Keep Consumers Engaged
If you are in the business of growing a company and want to build loyalty with your customer base, chances are you need to make sure that customers keep coming back for more. One way is using the three E’s: engagement, entertainment, and experience. Engagement (or keeping customers engaged) is a vital tactical component when it comes to keeping customers coming back. It can be done by providing incentives on purchases like cash-backs or loyalty programs and ensuring that people have a reason to come back whenever they come into contact with your brand. Some businesses make this more accessible than others, depending on their product lineup (i.e., if you sell food).
How to Keep Consumers Engaged
The first thing businesses should do is to ensure that consumers are engaged and aware of the products they have in their lineup. Consumers are notorious for being oblivious to the effects of a business’s lineup. Some ways of making this easier are by having loyalty cards or rewards systems so that people can return almost every week and get something of value out of it even if they only purchase one item. Another way is to ensure ample space and advertising in your store so that consumers can see your product lineup easily. This includes branded signage, folding leaflet to browse discounts and deals, ensuring product displays are prominent and displaying your company logo on everything (i.e., shopping bags, receipts, computer monitors). Consumers are, after all, people who like to shop around and compare products.
According to Helen Lee Schifter there is a concept known as a “prospect,” which is any potential business customer. If a prospect walks into a store and does not buy anything, that person is considered a “passive” customer because there is no incentive for the customer to return. People often become inactive consumers because they either don’t realize how good the product is or do not know it exists. They may be in the market but don’t know about it. One way of getting people to become more aware of your products is incentivizing customers who are already willing to buy your product lineup. This can include giving them some reward or encouraging them by giving them a discount on their next purchase.
Businesses also need to keep track of how and how often customers come back into the store, depending on what they’re buying. For instance, if a consumer buys a magazine subscription, he will probably want to go back in and browse to get something else he might wish to. This is called the “retail touch” of the product. If a company makes sure that consumers have a reason to come back, they are more likely to become loyal customers and will have good word-of-mouth advertising.
Helen Lee Schifter believes that businesses should also make sure that they’re making their brand recognizable by using as many of the available marketing tools and strategies as possible. This includes getting their logo on everything, putting it in every line of products, and advertising everywhere possible. This is because consumers often base their purchasing decisions on the quality of that logo and advertising, so you must include them in all aspects of your business plan if you want to keep them coming back for more.