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E-handel mærkeloyalitet: Hvordan forhandler Bombas opnår mærkeloyalitet for at øge salget

Et øjeblik, tænke på de mest populære produkt i din butik.

Hvorfor er det den mest populære?

Er det fordi du har fundet en måde at producere dette produkt for billigere end alle dine konkurrenter?

Eller er det fordi du er den de facto mærke folk tænker på når man ser for det pågældende produkt?

Nu, Hvis du vælger det første svar – du klarer dig godt.

Du har fundet et produkt, du kan kilde billigt, og dine kunder elsker det.

Det eneste problem er.... hvad der sker, når dine konkurrenter opdager en måde at producere det samme produkt til mindre – til en pris, du bare ikke kunne konkurrere med?

Du er enten vil tabe salg eller fortjeneste, eller begge.

Det er her, den anden mulighed kommer i.

Hvis du kan være den første tanke, der kommer til at tænke for shoppere, når de søger nye produkter, du har opnået brand loyalitet.

Hvis en forbruger tænker "Jeg vil tjekke X først, før de gør nogen supplerende forskning – du har skabt et brand, der er i stand til at blive på forkant med dine kunders sind.

Dette er sandt magt.

I dette indlæg, Vi kommer til at se på, hvad e-handel mærkeloyalitet er, og hvordan du kan bruge det i din egen e-handel butik for at øge overskuddet.

Lad os dykke ned.

Hvad er E-Commerce mærkeloyalitet?

I det enkleste udtryk, du har opnået brand loyalitet, når en kunde vælger at fortsætte med at shoppe hos dig i modsætning til dine konkurrenter.

En verden af e-handel er konkurrencedygtig og fortsætter med at være så. For at opnå brand loyalitet, du er nødt til at gøre mere end bare have en butik, har produkter og sælger, Du skal oprette mere.

Det koges ned til at arbejde ud af, hvorfor en kunde beslutter at shoppe med dig i første omgang og sætte systemer og processer for at tilskynde dem til at fortsætte med at shoppe med dig i fremtiden.

Der er ingen ' One-trick ' metode til at opnå brand loyalitet. Det hele falder ned til at have det rigtige produkt, på den rigtige butik, med den rette kundeservice.

Men følg trinene i denne blog-indlæg, og du bør være i stand til at opnå det hurtigere end du tror.

I forbindelse med denne artikel, Vi vil rive strømpe forhandleren ned, Bombas.

Taknemmelighed

Med hensyn til operationer, priser, hjemmeside design, der er meget du kan gøre for at fremme brand loyalitet. Men vidste du, at det ofte er de enklere handlinger, der tvinger forbrugerne til at komme tilbage til dig i stedet for dine konkurrenter?

En af disse handlinger er taknemmelighed.

Du er måske ikke klar over det, men viser dine kunder, at du sætter pris på deres brugerdefinerede, såvel som sig selv, vil gå en lang vej at opbygge brand loyalitet.

Der er en række måder, du kan gøre dette.

You could send a thank you email when someone makes a purchase (instead of a confirmation email).

This way you change the narrative to move away from purely a transaction to the beginning of a relationship.

You can use this email to inject some of your own brand’s personality, også.

Bombas show their gratitude to their customers through their “Laundry Back Guarantee” scheme.

Det virker på en enkel måde. If you’ve bought a sock and it disappears in the washyou’ll get a new pair completely free.

This scheme is effective for a number of reasons.

Første, every person who owns socks and does their own washing understands the frustration when you lose your socks.

Her, Bombas are letting their customers know they understand them and are happy to help them in any way they can.

Anden, it increases brand loyalty because you have a guarantee that if something goes wrong, all you need to do is get in touch with their happiness team and they’ll get it sorted for you.

Transparency

For mange mærker – transparency is important.

Men, for most of those brands, transparency only becomes important when a mistake has been made.

It’s good practice for any e-commerce store to have systems in place that allow you to own up for your mistakes and fix them.

People reward honesty and if you’re able to take account for your own errors, you’ll find your brand loyalty increases.

Men, rather than taking a reactive stance towards transparency, why not take a proactive stance.

På denne måde, you will be transparent about all aspects of your business regardless of whether something goes well or not.

Bombas try to be transparent in everything they do, across their entirety of their business.

They understand that for their customers, knowing how their socks are made is important. They also try to improve the materials used and the way their socks are manufactured.

Bombas has a specific page on their website called Sock Tech this page shows customers how their socks are made and what materials are used.

For consumers who care about this stuff more than just the design of the sockthis page is invaluable in creating brand loyalty.

For det andet, Bombas is a company known to give back to their community.

Men, they don’t just say they’ll give back, they actually do and they’re happy to scream and shout about it too.

I billedet ovenfor, you’ll see that from sales of Bombas socks, they were able to donate 5,000,000 pairs to those in need.

The only way they were able to donate these socks is from the purchases of people just like you.

Acts of kindness like this goes a long way to building brand loyalty as who wouldn’t want to be part of a movement that donates to those in need?

Own your own style

When you think about the term “brand” the first thing that probably comes to mind is the type of imagery and wording you use across your website, e-mails, social media etc.

This is super important to building brand loyalty.

You need people to remember you.

If I was to ask 10000 people what the Apple logo looked like, I’m certain almost everyone would know.

How do you hope to build brand loyalty if your logo on your website is different to the logo on your social channels?

If you don’t have a consistent brand across all your assets, you’re never going to earn that loyal following you crave.

Bombas do a great job of creating consistent brand styles and using it across all their channels.

Their purple coloured logo and font are used across their website and social media.

They also have adopted a friendly, approachable form of copy.

Their use of copy invites people to read their website.

Faktisk, you’d probably never think of a sock website as being an interesting read, but if you go through the content on the Bombas site, you’ll find that it’s actually engaging to read and makes you want to learn more about them, their brand and their storyexactly what you’d want if you were trying to evoke more brand loyalty.

Customer service

Customer service is often what sets the plain e-commerce stores apart from those who want to create life-long brands.

You’ll be familiar with the frustration of having an issue with a product, trying to contact customer support but not hearing back for weeks.

Og det giver mening, you’ve spent your money and put your trust in a company, you expect them to be available, or at least reply quickly when you have an issue.

Having stellar customer service is one way to give your brand a competitive edge.

Bombas has a help section on their website.

You’re able to search articles from a range of different categories to see if they’ve already covered your issue.

This is beneficial because it means that most queries can be self-solved.

The likelihood is, if one customer has an issue, others will too.

So creating these sorts of help documents puts your business on the right path.

Hvad er mere, if a particular customer is unable to find what they need in the help documents, they can use the help form on the bottom right-hand side of the page.

To reiterate that Bombas are in the business of providing quality products, they include their Happiness Guaranteed information on almost every page.

This goes a long way to building trust with your current and potential customers.

Grillbarer

If you’ve ever dreamt of having customers talk about you when you haven’t asked them to, or customers coming to buy from you again and again, you need brand loyalty.

If you’re able to understand the type of customer you’d like to attract, as well as their values, you can position yourself as a brand they not only want to shop with but need to shop with.

What methods do you use to instil brand loyalty in your e-commerce store?

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branding consultancy singapore

Clever strategies on brand loyalty. So many ideas to be noted.


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