Loyalty: The most valuable asset in your customer journey

Loyalty: The most valuable asset in your customer journey

20% of your existing customer base will equal 80% of your future income, statistically.

Not only are your current customers your most lucrative ones, but they’re also costing you the least. Yes, it costs much more to gain a new customer than it does to keep an existing one happy.

Loyalty is an incredible asset – and increasing customer loyalty should be a prime focus for every business.

After customers make their way through your customer journey, they arrive at the final stage: Loyalty. (Missed the other articles in the 4 part series? See Awareness, Consideration, and Decision)

The key to increasing customer loyalty is to seek out, take advantage of and create loyalty-building opportunities.

How do you keep wine club members? How do you get them to tell their friends? What perks will help keep members on board?


Here are a few ways to increase customer loyalty:

Offer incentives to join

Everyone loves a good reward. If your customers are interested in joining your wine club or membership, why not offer them an added incentive? It could be product like a set of stainless steel wine tumblers or a discount to sign up.

This will help them decide to follow through and will make them feel more appreciated.

Loyalty: The most valuable asset in your customer journey

Clear descriptions of wine club, wines and price

Clarity makes decision-making easier. When your product descriptions and offerings are crystal clear, your customers will feel more at ease buying from you again and again.

Don’t confuse them with too many options. Research shows people feel more satisfied with their choice when they have a limited number of choices.

If you are charging for shipping, make sure you explain your rates before they get all the way to checkout.

Celebrate the customer

Who doesn’t want to feel special? Celebrate your customers for being your customers!

Your customers experience your brand and your product every time they interact with you. When you create positive, celebratory experiences, your customers remember the good feelings associated with those experiences. This encourages loyalty because they feel genuinely connected to your brand.

Feature your top customers in your social media with re-posts and your email marketing with customer’s of the month.

One of our clients has a very successful birthday program, where customers get a free lunch on their birthday. All it takes is asking your customers for their birthdays at email sign up and then sending out all September birthday emails at the same time. And the best part? People always bring a friend or more for lunch, buy bottles of wine, plus tell their friends on social media.

Loyalty: The most valuable asset in your customer journey

Request reviews

When you ask your customers for reviews, you’re signaling that you appreciate their feedback and their perspective.

The above graphic with Awareness, Consideration, Decision, and Loyalty? Think of that graphic wrapping around a globe. Asking your most loyal customers, usually wine club members, to give you reviews helps your brand receive the most 5-star reviews and raise Awareness to future customers.

Plus, being able to showcase your customers’ reviews means you’re building a community of people who love your products and your brand. This sense of community fosters loyalty.

Create a referral or reward program

Social proof has a huge impact on the way consumers make buying decisions. Even if you think a wine club is too complex for your brand, create a referral program. Referral programs allow your customers to be rewarded for telling their social circles about your brand.

One of our clients created a simple reward program where they could purchase a metal pin for $25 and then every future visit where they showed the pin they received a percent off wine. Plus, many members put the pin on their purse or hat, which led to friends asking about the winery. Free advertising for your wine brand.

This added encouragement to promote your products to their friends makes your customers feel like they’re in on something – connected. This, too, fosters loyalty by creating a strong sense of community and togetherness.

Take advantage of opportunities to build loyalty amongst your customers. Give value, build community, and grow your network by delighting loyal customers every chance you get.

Just like every other stage of the customer journey, loyalty can be worked into your marketing strategy. At Bauerhaus Design, we offer marketing strategy and monthly marketing packages to help you do just that.

Schedule a free discovery call.

Decision Time: How not to lose your potential customers at the last minute

Decision Stage

You’ve gotten your potential customer’s attention, gave them the tools to consider your brand, and now: It’s decision time.

Decision Stage

We’ve been talking a lot about the customer journey: the way your customers interact with your brand from start to finish. Everything your customer experiences from the moment they discover you to the day they become a loyal fan – that’s their customer journey.

In the Awareness Stage, a potential customer becomes aware of your brand. They discover your blog when they searched for something online, or they found you on social media.

Then they enter the Consideration Stage and think about whether or not they want to buy your product.

Now it’s time for your customer to make a decision.

You might be thinking at this point, your work is done. But that’s far from true! You still have a few opportunities to help them decide they know, love, want and need your product!

Tools to help guide your potential customers through the Decision Stage of the customer journey

Tool #1: Email

By now, you’ve likely captured your lead’s email address through a sign-up form on your site or an opt-in offer of some sort.

Email grants you continued dialogue with your potential customers.

With this tool, you can answer commonly asked questions (questions they might be wondering themselves at this point in their customer journey), remind them of the benefits and unique features of your product, and relate to them in a way that strengthens the relationship you’ve already continued to form.

Your email subscribers have chosen to receive your emails, and there are no algorithms getting in the way of your content reaching your email subscribers.

If you are still relying on only social media, like Facebook, your organic reach could be less than 2%. For these reasons, email has a higher conversion rate than social media.

Email converts

Here are a couple of ways you can use email in the Decision Stage:

  • Create an automatic email series targeted to your ideal customer that helps them answer the question, “Why should I choose this winery over every other?”
  • Send out a monthly email newsletter to keep in touch with those who linger in the Decision Stage.
  • Segment your list to create more targeted campaigns, so you can use language that resonates with customers and potential customers who are at different points in their customer journeys.

Need help setting up your email automation? Schedule a free discovery call!

Tool #2: In-person experience

Even as a digital marketing fanatic, I can agree: Nothing beats real life interaction.

Anytime you have the opportunity to meet your potential customers in person, do everything you can to create a memorable experience for them.

Stay on brand by using the same language and aesthetics you use in your online and printed branding materials.

Decision stage

Measuring Decision Stage success

By following your potential customers through the customer journey, you can more easily pinpoint which areas are effective, and where you’re losing potential customers.

You measure Decision success by measuring actual sales: online and in-store sales.

Since it’s at the point-of-sale that customers move through the Decision Stage, you can observe your sales and see what elements are in place, and which are lacking, to help your leads decide to choose your product.

Guiding your prospective customers through the decision stage takes time and effort. Tools like email automation can take some of the workload for you, leaving you with more time and energy to focus on leads physically walking through your door.

Next up the final stage: Loyalty: The most valuable asset in your customer journey.

If email seems time-consuming or confusing to you, you’re not the only one.

Hop on a call with us. We’d love to brainstorm with you and strategize ways we can help successfully move your leads through the Decision Stage so that they become Loyal Customers.

Schedule a free discovery call with Rebecca Ritz!