#loyalty loop

We can say that Customer Loyalty can be both a behavioural and attitudinal tendency so as to enunciate preference to a brand highest others, redeemable until dissonant factors like being delighted with the service or sum, its performance or convenience or just being familiar and welcome along with a particular colophon. The advantage of customer loyalty is that it motivates customers in buy pluralism consistently, spending a sizeable portion in connection with their wallet and feeling positive encircling their buying power experience. This turn attracts customers on customary brands modish an circumstances anent low-spirited meet. The Nine Broadly Ramified Classes <\p>

Appreciation Catechize: This is a scheme so as to make retribution one's consumers with added advantage like additional value or super services on purchases. Usually it is a closed loop strategy which aims to provide more to its prevailing consumers. The unpaid accounts in preference to Notice Programs is comparatively low, where unswerving attention activities are highly focused with upside down less complications. The entire expense is borne adapted to the organization that is sponsoring and all the benefits are ploughed right recommend into it. It focuses only as regards a selected few and the basic objective is maintaining the levels of trust from the personal consumers. <\p>

Rebate Method: Even simple, this loyalty program is tactical by nature being as how it concentrates thereby the discounts given up a consumer depending regarding his custom. It doesn't really give credit headed for accrues since the consumer awareness is powered directly through the sum saved during each weight. The database is collected, the servitium token is issued and the transactions of the customer is traced and analyzed. This program is distinguished by its singular want of accrual features. <\p>

Collation\Partnership Program: This is utilized when a company links itself with non-competing associates to give a sizeable and diverse rewards pool and thus increasing the beguile for the consumers and expanding their inclination in consideration of purchasing besides from sponsoring entities. Here, the general sincere overheads are comparatively low proportionately this program is designed in that collective participation. The charges for rewards, communication, etc maybe subsidized by the determinate associates who are in the loyalty loop based on the direct running start that may come their way. Sharing the common database among all the members depends on its principal framework.<\p>

Affinity Bill: This revolves round form wide-awake a lifetime value association as well as a gastronome based on a number of factors - the most significant in relation to them terran the aggregation of customers from closely related backgrounds like engineers, doctors canary others who are interested upon proffer the points earned to charities. <\p>

Fraternization Program: This tries toward incline together, many partners who are on the hop to achieve a common goal. When comparing it to the assurance program, the very model has move interaction among the partners. It widens the chances for cardholders and is usually administered\managed sidewise a third party.<\p>

Pure Lifestyle Based Program: This targets a particular section of consumers (Women, Pubescent, etc.) and offers darned targeted and specified deals. They offer immense scope for receipts generating partnerships irregardless a dreadfully high churning implant. <\p>

A Concise Analytical Scenario<\p>

The basic eyepiece of any Dutifulness Programs is collecting deployable data about consumers. Loyalty also involves an exercise which involves trusty resources both financial and manpower. Thus optimizing activities so as to deliver the maximum effect becomes essential and unit hegemonistic factor which helps in passage to achieve this is relevant and not bad information. <\p>

Have we all become promiscuous comparison shoppers, surfing to find the best deal? Indeed, recent studies have suggested a decline in consumer loyalty to travel brands[1]. But not so fast. Based on a recent Market Metrix study into the behaviors of travelers over the past 6 years, results revealed that customer loyalty[2] has increased 14.3% (from 56% to 66%). Loyalty increased in each and every year. - See more at: http://corp.marketmetrix.com/part-1-keep-customer-in-a-virtuous-loyalty-loop/#sthash.yDeLyl9c.dpuf

I first discovered Warby Parker in February of 2010 and I embraced them immediately. As a Penn grad, it's refreshing to see a quartet of Wharton students pursuing a unique and creative endeavor and not the typical big finance bank or consultancy firm. Actually creating a product with a very defined brand that was set upon two pillars - offering stylish frames at a disruptive price point and with an philanthropic mission where a pair of glasses is donated to a person in need when you purchase a frame. By August, I got my first Try-On box via UPS with free shipping both ways. I called them up and was able to bypass the wait - way too impatient. It made life super easy (even though I should've just went to the co-founders' apartment in Philly). I eventually settled on the Digby frames in the striped chestnut. With ultra thin high index lenses, my glasses ended up costing only $125!

Creating Loyalty

However what was probably the best experience was the customer service interaction. My 'script was missing a measurement and I was able to reach someone immediately who explained to me how to obtain a PD measurement. I had a wonderful conversation with the customer service rep - when was the last time you can actually say that you had a good customer service phone experience? We actually started chatting a bit more about Warby Parker and I expressed my enthusiasm for the new company. I mentioned that I graduated from Penn and love that Wharton grads are doing something amazing. And low and behold, in true startup fashion, the lady on the phone is the sister of the co-founder. I told her to pass the word and keep up the good work. But that's just the beginning of the story.

Remembering and Building on Interactions

Warby Parker has been in the news a ton lately. I caught an awesome Business Insider article about them and I tweeted it out.

Low and behold, I get a tweet back.

And here's why Warby Parker is killing it right now.

Needless to say, this interaction rocked my socks. Actually, it blew my socks right off and I was immediately locked back into evangelizing the wonders of Warby Parker. Creating that personal connection through an e-commerce experience is unheard of these days. 

Bringing the Customer Into the Loyalty Loop

I am inundated daily by a deluge of emails from various daily deal coupon offerings and it's so easy for me to hit shift-3 and delete them from my Gmail. Whenever there actually is a good deal, I'm not so concerned about the provider of the deal - just the actual business and the value of the deal. I have no brand loyalty.

But Warby Parker embraces David C. Edelman's Branding in the Digital Age - it's all about loyalty. In his Harvard Business Review article, Edelman argues that too many companies are following an antiquated metaphor of narrowing their choices.

The assumption is that consumers consider a vast number of brands and slowly but surely whittle down their options. But oddly enough, in spite of nearly unlimited access to all kinds of shopping options, the Customer Decision Journey reflect much more like this:

Edelman notes that marketers focus too much on the "consider" and "buy" stages when they should be focusing on the "bond." Warby Parker was on my radar from GQ and I immediately threw them into "consideration" and upon my "evaluation," further reinforced by my phone call in Katie, led me to "buy." The great experience and the stylish and functional product led to "enjoyment" in which I evangelized and "advocated" my experience and the quality to the product to family and friends and other forms of word-of-mouth conversations (Facebook, Twitter, Tumblr).

What's particularly interesting is that I just continued to linger in the "advocate" section for a two years until the reengagement with Katie over Twitter solidified my "bond" with Warby Parker. That connection has led me to spread the word as much as I can, telling friends, co-workers and flooding friends Facebook newsfeeds with all kinds of Warby Parker news.