J.D. Associates Retail POS Solutions Blog

Holiday Tips for Retailers - #7 Create Brand Advocates

  

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Customer loyalty is the ultimate goal for retailers seeking to grow their businesses and become more profitable. The easiest, least expensive sale is a returning customer, but the benefits go beyond repeat business. If you nurture your loyal customers, you can turn them into a valuable part of your sales force as brand advocates. Brand advocates spread the word about your products and services and refer their friends to your store. This is especially important in today's connected world in which recommendations are made every day via text messages, social media, email and customer comments on your website.

What is a Brand Advocate?

According to a Social Media Examiner article, a brand advocate is "any customer who has been officially commissioned to speak on behalf of your brand without compensation." This breaks down to 9 common traits:

1. Advocates are prolific creators of information
2. Advocates influence the opinions and purchases of their friends
3. Advocates love to talk and are probably already talking about your brand
4. Advocates like to use social media to help people
5. Advocates want to be known for their valuable insights
6. Advocates are most likely to use social media for sharing their opinions
7. Advocates have a broader reach
8. Advocates like talking about their product choices
9. Advocates are loyal to brands with which they have a relationship

How to Gain Brand Advocates

Involve Them - Set up special events, seminars, education programs and product shows. Identify your best customers via your retail point of sale software and invite them to participate in planning and execution. Ask for their advice and help in promoting the event via their networks.

Engage Them - Set up an online customer forum, Facebook page or Twitter account. Ask and answer questions. Share your followers content as well as your own. Be supportive and helpful. Offer special incentives to members and feature their stories, tips and photos. Reward them with "best of" contests and prize giveaways. Be consistent in your presence and respond quickly to requests for information or comments about your store or products. If there are complaints or negative comments, invite them to reach out to you privately, defuse and solve the situation.

Feature Your Customers in your blog and website testimonials. Ask for success stories and novel ways of using your merchandise. Publish them regularly and promote them via your social media channels.

Don't forget to thank them - Let your brand advocates know that you appreciate their loyalty and help selling your products and services.

Photo credit: Zeetz Jones

For more great tips download your copy of our "8 Ways Retailers Can Have a Happier Holiday Season" guide.