Curly Connections: Building Unbreakable Customer Loyalty

What makes you continue to use a brand? Perhaps you have used it once or twice and admire the product for what it is. Perhaps you have bought from this brand for months and years and simply cannot get enough of it because it is that good. Hair care can be a hit or miss. You buy the product, try it out, and end up hating it or loving it. 

Detangling The Plan 

As a marketer, how do you build customer loyalty with new consumers? Also, how do you maintain long-term relationships with previous customers? Cultivating relationships with your target audience is crucial to a company’s market success. The things a brand can offer to the customer are just as important as the products the brand is selling. To ensure that you are curating loyalty between the consumer and your business, build a brand identity/message that lines up with your customers' values. In the curly hair market, inclusivity is everything. Make sure that your brand provides a welcoming ambiance through the screen on social platforms and websites. 

How To Achieve The Perfect Curl

One thing that customers always look for is consistency. Who is always active on social media? Who do they see in their email inbox all the time? Showing up matters, especially when you are trying to build connections through the screen. On that note, this means the content you deliver must be precise and perfect. Customers love all content, but they know when a video or post is bad and boring versus good and interactive. Being consistent with content and engagement will ensure thick strands of connection. 

Another important factor is customer service. How are you taking care of the issues that may arise? Did you resolve the problem promptly and provide a small incentive?  Figuring out how you will change the narrative of the bad experience a customer had will build customer connections. After it has happened once, they will have confidence that the brand's customer service team will take care of them. Feedback is always needed in the process of marketing a company. You want to be able to put yourself in the shoes of the customer and think, “If I were the customer, what would I want to see on the shelf?”

Reward loyalty programs can be a path that you as a marketer can choose to go on to get the brand out there. Another option is to do quarterly sales and discounts on products. Hair care brands do this often because they are aware of how costly it can be when purchasing these products. Being empathic to your customers and providing them with an incentive as a solution to their financial burden will ensure their loyalty. They know that you care and are willing to be generous enough to partake in discount sales. This also builds a connection between the customer and the brand so that they can come back and be on the lookout for other sales that may occur. 

Loyal Curls, Loyal Customers

Partnerships can help your customers engage with your content more. For example, a TikTok Content Creator, Greta Wilson, shared a video of her using Not Your Mothers, a hair care brand, products during her curly hair routine and her results were amazing. The video went viral and this pushed viewers to purchase the products from the brand. If they see that one of their favorite creators on the app used a brand and it went well for them, then they will go ahead and replicate their actions. This shows the loyalty of her audience to her account and her loyalty to the Not Your Mother’s brand as she encouraged everyone to try it out!

Posted by Greta Wilson’s on her Instagram Story

Understanding all the steps that you as a marketer need to take to capture customer loyalty is pivotal to your market success. In the end, you are providing what the customers want so that they can continue to purchase, engage, and be a part of the community you are creating within your brand. If you do good and follow the steps that are essential to customer loyalty, you will receive good results and customers will follow.