There are various
types of customer loyalty, and there should be special marketing methods and
skills for different types.Our topic today is how to judge your eyelash
extensions customer loyalty and to provide some corresponding marketing
methods.
Customers are
loyal to a lash store not because of its promotion or marketing program, but
because of the value they can get. There are many factors affecting the value,
such as product quality, service details, popularity, reputation, etc. Among
those factors，the quality is the most important. How to get products
of best quality? Well, we would be the choice for you,we’re lash factory and we’ve been doing eyelash in bulk for
over six years.
The degree of
customer loyalty varies greatly in different lash stores, but there is a
certain rule: those stores that can provide customers with high level of
service tend to have high customer loyalty.
Customer loyalty
can be divided into the following types:
Monopoly
loyalty
Monopoly loyalty
refers to the obedience of customers when they have no other choice.
Since they have no
other options, this is a rather extreme situation. For example, customers in a
certain county only have one eyelash salon, so most of the customers of
salon are monopolistic and loyal. After all, it is very inconvenient to
take a bus to another place to do eyelash extensions.
Response:If you’re fortunately running such a onopoly
lash store,to increase profitability, you need constantly introducing new
styles to attract more customers，which will also increase the visit times of
repeat customers.
The inertia
loyalty
The inertia
loyalty means that customers are not willing to look for other shops because of
their laziness.
Such customers
also have low dependence and high repetition of consumption behavior.
In fact, they are
not satisfied with the store they often go to, but they are too lazy to run
farther, change stores, or get familiar with the new environment...So they've
been consuming at the same store.At this time, if other beauty shops can offer
them more benefits, these customers will be easily poached.
Response: a lash store with a lot of inertia
loyalty customers should change customers' impression of the store through the
differentiation of products and services. Otherwise, with the white-hot market
competition, the store will not be far away from extinction.
Potential
loyalty
Potential loyalty
means that customers will make temporary decisions due to changes in
environmental factors.
Such customers
have low dependence and low repetition of consumption behavior.
Potential loyalty,
in fact, is to pretend loyalty. Although customers hope to consume in the store
frequently, some internal rules or other environmental factors limit them.For
example, the price of the first experience is only limited to the customers who
come to the store for the first time. When they come to the store for the
second time, they still want to enjoy the price of the first experience; or
only consume when the store have some promotional price, never charge a card or
pay at original price.
Response:For this kind of customers who pretend to
be loyal, firstly, make full use of their psychology of taking advantages to do
word-of-mouth promotion through her social networking circles of friends
;Second, do not offend, but insist the store rules , there can be no
compromise.
Convenient
loyalty
Convenience
loyalty refers to that customers choose this nearby lash store because of its
geographical location.
Such customers
have low dependence and high repetition of consumption behavior.
Response:This kind of loyalty is similar to inertia
loyalty. If other stores offer more preferential activities or better technology,
customers may abandon the nearby store and go to a new one.
Price loyalty
Price loyalty
means that customers choose because the price is low.
Such customers
only have low dependence and low repetition of consumption behavior.
Response:Customers who like low prices will be loyal
to the lash stores that provide low prices, and it is difficult to develop
these customers into loyal customers or customers with with medium and
high-end prices.
Incentive
loyalty
Incentive loyalty
means that customers pretend to choose lash store with various
preferential activities.
Such customers
only have low dependence and low repetition of consumption behavior.
From the
perspective of marketing activities, lash stores usually provide customers with
some loyalty rewards, such as half-price discount and free charging, etc.
Response:These customers will come when the store
has incentive activities, and when the activities are over, they will turn to
other lash stores with rewards or more rewards.
To maintain a stable source of customers will have a continuous profit.However, when "discount", "promotion" are the only means to the pursuit of customers, "the price" will only make the store lose their most loyal "customers". Means of promotion, the price, it is impossible to improve customer loyalty, "price war" can only bring you more and more no loyalty of customers;And when you want to seek development and high profit growth, this part of the customer will be lost.Cultivating a loyal customer base is not just about "quality at a reasonable price", but also about making the customer understand that the product is "value for money".Due to the "homogenization of operation", only by subdividing product positioning, seeking differentiated operation, and finding the value orientation and consumption ability of target customers, can enterprises truly cultivate their own loyal customer..
In a nutshell, 80%
of a business's revenue comes from 20% of its customers.All customers are not
the same value to the store;Some of these customers bring long-term value to
the store.Smart leader should be able to track customers, segment them, and
tailor products and services to their value.Therefore, when implementing the
customer loyalty program, we should focus on 20% to 30% of high-value
customers, but at the same time we should consider some valuable potential
customers and adopt corresponding strategies.
Our lash Website: https://www.ourlash.com
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