Brand Loyalty in today´s day and age: is brand loyalty really gone? Consumer behaviour is constantly evolving and every brand has to stay on their toes if they want to keep up.
Recognising that your brand has created a personalised experience from which they can learn and make informed purchase decisions, the consumer begins to trust and value you. The conversation has begun and this all-important first interaction could mark the beginning of a consumer’s journey with your brand.
Delivering on your promises and hearing what consumers have to say will build trust and that all-important reputation so that consumers won’t have to think twice when they see your product on the shelf.
Who are today’s big buyers in the beauty industry that you should be thinking of when you design your brand experience?
“The more sensory representations of your brand you can include in your retail environment, the higher the brand memory and emotional engagement.” USP Solutions tested this theory in a study, which observed how consumers were influenced by the presence of a sensory demo tool in a magazine advertisement.
Demonstrating the value proposition of your brand is also an effective way to engage the emotions of consumers and win their hearts.
Gaining this inherent trust of customers is a huge hurdle for any brand to overcome. For new businesses that rely on prospective customers trusting their word alone that they will deliver, this can be especially challenging.
By incorporating an interactive element into a beauty product marketing strategy, it is possible to create a 5th opportunity, referred to as the Beauty Moment of Truth (BMOT).
While we might consider ourselves logical, rational human beings, the majority of our decisions are actually made by the subconscious part of our brain – enter emotion-based marketing.
Brand activation campaigns are not simple.
After all, you want the consumer to become emotionally attached to your brand from their very first interaction.