More and more companies are starting loyalty programs. Loyalty program members spend more and remain customers longer as well as spread the word of mouth about the brand.
Loyal customers tend to be their most valuable customers and it is important to consider how the brands are communicating with them across various channels. Social media channels can loyalty programs more effective in driving sales.
Let's look at five dimensions of brand experience:
Relational posts make a connection beyond the recipient, encouraging the use of product together with others. Relational posts connect loyal customers to the community of users. It resonates better with the existing users because they have an ongoing connection between the user and the company.
The intellectual post encourages the recipient to engage in conscious mental processing. These are more effective with existing users. They are more likely to spend more time with a detailed, informative post.
Behavioural posts induce the recipient to take action or interact with the product. These are likely to interest users as well as interested non-users. The non-users could be induced to try out the product and convert them into non-users by arousing their curiosity and inducing a trial.
Sensory posts stimulate the senses by say, including a breathtaking picture/video.
Emotional posts attempt to generate moods or feelings.
Relational and Intelluctualmposts are more effective in driving sales for loyal customers, while behavioural posts were effective was useful for non-customers.
Sensory and emotional posts weren't effective in either group.
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