Marketing tactics are often pronounced dead. The print has more lives than a cat. Brand loyalty is the latest addition to this “it’s dead” category. Both retailers and marketers are declaring retail brand loyalty dead.

Why? Many brands are experiencing a decline in repeat customers and changing consumer spending habits.

Brand loyalty isn’t dead. In the retail world, there are two camps. Some brands are loved and those are disliked. It is easy to see which brand has the highest brand loyalty metrics. There is no middle ground. Middle-of-the-road brands are treated with indifference, and loyal customers leave them in favor of a brand with a better customer experience.

Retail continues to face increasing threats

Toys R Us and Mothercare are just a few of the major names that have been lost over the past decade. Retailers are now more vulnerable than ever, with nearly 10,000 jobs being lost in the first three weeks of 2020.

Hence, why are so many retailers failing to succeed?

Although it is difficult to pinpoint the cause of the collapse of so many retailers, and factors such as business rates and rising labor costs may play a role, one thing unites them all: a lack of agility and the ability to adapt. The retail and eCommerce industry is experiencing a perfect storm right now, and the number of threats is increasing.

• The future is in the hands of Customers. Brands must stop being brand-centric and become more customer-focused. They need to get to know their customers, understand their needs and aspirations, and spend time with them. It is crucial to make a lasting impression on customers in today’s highly competitive retail environment.

• Customers are increasingly demanding that companies consider the environmental impact of their business. While making changes to improve the environment may put pressure on profits, brands that fail to take sustainability seriously are likely to lose their customers. 

• The consumer’s tastes and preferences are constantly changing so dropshipping and manufacture on demand pose serious threats to fashion and product makers who lack a strong brand presence.

Although it looks difficult for eCommerce and retail, it is not all doom. Some brands are closing while others are prospering.

Other brands are also thriving

Retail brand loyalty is alive. The “sticky” brands are focused on providing superior customer experiences. They build an engaged and connected audience who love the brand. Lush, Patagonia, and GymShark are just a few examples of brands that use customer experience and marketing to build a “sticky brand”.

They all share one thing: they are all aligned to a cause, create a movement, or launch a marketing strategy. They can identify their audience and play to their strengths.

Patagonia is a master at brand storytelling. Gymshark uses in-person events, and influencers and Lush has created an in-store experience that is consistent and memorable. You know exactly what you will get, from their website to their social media accounts to their retail experience. Expectations are established and met often.

These brands are defining a niche in their industry, and they’re thriving. Other people in the industry envy these brands’ level of brand loyalty. But it is within reach of you too. It doesn’t have to be difficult to get into eCommerce and retail.

Other retailers can build brand loyalty beyond just transactional relationships by being specific about their audience and crafting a message or purpose that connects with them.

Retail brand loyalty is all about connected experiences

The consistent delivery of a brand promise is what builds retail brand loyalty. You can connect with customers across all touchpoints and create relationships beyond purchase by integrating your customer experience. Your customers become part of the consumer culture. This is the ultimate goal for any retail brand.

Brands must adapt their strategies to meet the needs of their customers. This means delivering seamless customer experiences online and offline, such as GymShark or Lush. To thrive, forward-thinking retailers must master omnichannel, limited edition products, and pop-up retail experiences.

Connected brands and powerful stories

Retailers and eCommerce stores must provide a seamless customer experience. They also need to attract and retain customers’ attention. How do you do this? Create an emotional connection with your customer. Digital storytelling can be done across social media channels, such as a website and social media. From social imagery to brand promises or partnerships, it can help you build an image of your brand.

Despite the increasing number of threats retailers face, there is still the chance to be noticed. Your time to be noticed in a world with poor retail experiences and middle-of-the-road brands is now.

To thrive in 2020, you must be customer-focused, agile, and adaptable to become a brand.