This post was created in partnership with Inmar Media
Key takeaways
- Algorithms and data are the latest ways brands can entice shoppers, but turning a first-time shopper into a loyal fan requires a more holistic approach.
- Loyalty helps brands reinforce their identity, not just get repeat customers.
- Leveraging data points and an omnichannel approach can help brands offer a connected experience.
Algorithms are influencing what consumers see and buy, but turning a first purchase into a second requires significant effort from brands. Retaining customers over time is an even heavier lift.
During an ADWEEK House Advertising HQ group chat co-hosted with Inmar Media, industry leaders explored how brands can earn loyalty by driving consumer purchases and decisions.
Discounts aren’t substitutes for connections
Angela DiLemme, group VP of omnichannel strategy at Inmar Intelligence, jump-started the conversation by noting that a first purchase is only the beginning of the journey with buyers.
“To get the second purchase, you have to connect with the consumer,” she said, “whether you’ve created a convenience for them, you’ve created a feeling for them, you’ve solved a problem for them—and that’s ongoing work.”
Absent from DiLemme’s list of trust-building examples was discounting, which Conley Downing, CMO of Archer Roose Wines, referred to as “a dangerous drug.” The only discount Downing’s company offers is 20% off a first purchase.
While not relying on discounting may cause a little pain in the short term, over time brands will attract customers who don’t wait for a discount to make a purchase. “They’ll understand that the value is there regardless of whether or not there’s a discount available,” Downing explained.
Loyalty is more relational than transactional
With so many global companies offering loyalty programs, loyalty is no longer about getting repeat customers at the lowest cost possible, explained Meghan Lorito, group strategy director at R/GA. “We really need to think about the ways in which brands can actually reinforce your identity and your sense of belonging through the program, not just points,” she advised.
Along those lines, Yasmine Parrish, VP of marketing at The Lip Bar, noted that brands can build loyalty by “creating a world that the consumer wants to be a part of.” DiLemme added that the feeling of belonging to a brand “outpaces any one influence or any one coupon that you could give consumers.”
This kind of positive association is also important for brands that offer experiences. “It’s having your staff or your guides offer an above-and-beyond experience,” said Kristin Golder, VP of integrated marketing at Hudson Yards Experiences. “It’s making everyone feel special and unique, and that’s what brings people back more than once.”
Deepening the relationship through targeted efforts
The panel also discussed the value of data, with DiLemme noting that brands can leverage data points and an omnichannel approach in order to offer a connected experience.
Brandon Lentino, chief creative officer at Viral Nation, added that brands need a wealth of data they can analyze “to really understand that audience at an inherent level, for every product launch, for every moment.”
Likewise, Parrish stressed the importance of being “laser focused in serving consumers more of what they want.” For her brand, that might mean advertising a lip liner to recent purchasers of lip gloss.
“You really have to understand what is going to accompany that first purchase and serve that to them in a very timely manner so it’s top of mind and they remember how much they love the first thing they got from you,” she shared.
Winning with the right creative
Crafting effective messaging was another theme of the conversation. Shannon Jones, co-founder of VERB, said, “We talk about this notion of making people feel seen, valued, connected, and ultimately obsessed with your brand.”
She lauded The Lip Bar for making her feel seen with products for “non-makeup girlies” like her. “That specificity is what creates that deep resonance and brand loyalty,” Jones noted.
Golder shared that her company has a “nuanced conversation” when marketing the Edge NYC observation deck to different audiences. “The message for a Gen Z audience is very different than for a family or for someone going on a date night,” she said.
But to create relevant marketing, brands need a good understanding of their audiences. Lentino said he is still shocked about how little upfront audience research is happening.
It’s not enough to say you market to Gen Z or millennials, he explained. Rather, brands need to know who and what those audiences care about, their behaviors, and their psychography. “That’s what’s going to make the difference in marketing in a way that’s going to build trust and loyalty vs. just speaking,” he said.
Featured Conversation Leaders
- Angela DiLemme, Group VP, Omnichannel Strategy, Inmar Intelligence
- Conley Downing, CMO, Archer Roose Wines
- Kristin Golder, VP, Integrated Marketing, Hudson Yards Experiences
- Shannon Jones, Co-Founder, VERB
- Brandon Lentino, Chief Creative Officer, Viral Nation
- Meghan Lorito, Group Strategy Director, R/GA
- Yasmine Parrish, VP, Marketing, The Lip Bar
- Lauren Johnson, Deputy Editor, Retail Media and Commerce, ADWEEK
