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.
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