15 Facts About Brand Loyalty Every Home Improvement Brand Should Know
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1. Seven out of 10 DIYers say they aren’t brand loyal when it comes to big ticket items.
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Keep in contact with consumers after they purchase. Offer them social media pages and forums where they can leave feedback about their purchase for other consumers.
Companies who touchbase with consumers post-purchase have a greater chance of earning their future business than companies who don’t.
2. Brand Loyalty is in a 3 year decline.
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The weak economy has driven faithful consumers to cheaper brands with cheaper price tags.
Regain trust with your consumers by offering value-priced products. Consumers are looking for items that are well worth what they are paying.
3. Female DIY Consumers are more loyal to Power Tool brands.
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Focus your marketing efforts on tactics that are attractive to the female audience like clean, organized aisles and product displays, bright lighting, open spaces and lifestyle imagery. Think Target vs Wal-Mart.
4. Male DIY Consumers are more loyal to Hand Tool brands.
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Males are the hands on type! Be sure to showcase products outside the packaging so they can test before they buy. And focus your in-store signage efforts on directing your male customers to your products. They don't care too much about being dazzled by your beautiful display ads. They just want to get their hands on your product already!
5. Consumers purchase from brands that talk back.
Consumers are loyal to the brands they interact with most. If one of your consumers posts on your Facebook wall or Tweets at you, responding to them can mean the difference between a customer for life and losing the sale forever.
Take a page from Lowe’s social media strategy, and actively engage with consumers whenever you can.
6. Getting involved with a charitable organization can increase brand loyalty.
Consumers are loyal to companies that they connect with on an emotional level. Check out our article on How to Support a Charity and Make Money Doing It for tips on partnering with nonprofits.
7. So can partnering with like brands.
By pairing with a like brand, you not only increase your reach, you’re helping the consumer visualize the whole picture.
For example, cabinet companies may have a hard time building brand loyalty because there are so many years between purchases. However, by partnering with a countertop company, you’re not just selling a piece of wood or granite, your offering consumers a whole kitchen, and that is something that will stick with them.
See how this winery paired with a wine glass company to boost their sales.
8. Interacting with consumers on Pinterest can make them like your company more.
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Take the time to create boards that give your DIYers ideas on home improvement projects, and definitely repin posts from your customers and followers. This is equivalent to giving your customers a public "attaboy." It may not be not be world wide breaking news, but it's breaking news in your customer's world.
9. Creating a unique story for your brand will stick with consumers.
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Giving your company a personality can help you connect with consumers and make them want to purchase from you again and again.
10. Consumers already have an opinion about your brand.
Find out what it is by engaging with them on social media, and always address any criticism they offer.
We know every point can’t be immediately remedied, but at the very least you should always offer a response that shows you’re going to look into the issue and address it in the future.
11. Consumers are willing to drive out of their way for better customer service.
Studies show consumers are willing to drive out of their way to shop in a store with exceptional customer service. Plus, DIY Consumers are willing to pay extra for customer service.
12. You can increase loyalty by offering an integrated shopping experience.
It’s time your company went mobile. Consumers want their in-store experience integrate with their mobile phones. Econsultancy has a great post on 4 ways to use mobile apps to engage consumers.
13. Customers can tell when the sale is more important than they are.
If you make the consumer feel like a priority, you will win a loyal customer.
14. Knowledgable staff will make or break the in-store experience.
Train your staff to be experts in your field. The sales staff on the floor of your brick-and-mortar locations are the face of your company. Make sure they are well versed in your products as well as experienced in taking on common projects that your consumers are interested in. Or this could be you.
15. Offering free online tutorials and how-to resources will increase loyalty and sales.
You've got customers ready to tackle DIY home improvement projects. If only they knew just a little bit more about where to start, what to buy and how to actually do it! Enter [Your Brand]. Make free how-to videos. Give away project checklists. Become the trusted how-to resource.
Have you made any changes to products or social media strategies in the last few years in an effort to increase your brand loyalty? Let us know what's worked for you in the comments below.
