Building a Customer Loyalty Program For Complex Purchases

How Managing the Buyer's Journey Affects Purchase Results & Brand Loyalty

Our client drove engagement numbers through the roof and ramped up brand loyalty by impacting the buyer's journey through meaningful communications. 

Consumer loyalty is fleeting at the best of times and even harder to earn during a complex purchase, such as buying a car or home. The time and effort consumers devote to researching, narrowing down and deciding on who to make a purchase from can take weeks, if not months. 

Unique Solutions Create Brand Advocates

Our client reached out to ITA Group to help plan and execute a program focused on their consumers in a highly competitive environment. They wanted to ensure their product was chosen, but they also wanted to show appreciation and foster loyalty for future purchases. 

This problem didn’t have an easy answer. There were so many touchpoints consumers went through to make their decision that this program could have easily turned into a budget-blowing monstrosity if they tried to touch them all. ITA Group helped our client focus and prioritize the key places along the buyer's journey where the greatest value and positive impact could be gained.

Managing the Buyers Journey to Inspire Loyalty

To create purposeful engagements that benefitted our client and their customers, we built a solution that impacted four areas during the buyers journey: 

infographic of customer loyalty buyers journey

To create preference for our client’s brand, we sent customers a perceived high-value reward to motivate them to choose the brand.

After the customer chooses our client, we build an emotional connection by connecting their behavior with the reward. Communications are sent within 24 hours of purchase reminding them to redeem their offer. 

To nurture existing customers, educational emails are sent after the purchase to remind them of the value and guidance they’re receiving from the brand. These outstanding communications have led to high engagement. 

Our word-of-mouth-worthy customer curated gift options ensure conversations were started with friends, family and coworkers about how they received the reward. 

“[W]e used the gift to redeem for a set of Bob Mackie luggage. I purposely selected the color to stand out at the airport and use the luggage every time we travel. I think fondly of [client] every time we experience a new destination—whether for family vacations or a couples getaway.”
—Program Participant

Providing Motivation & Value Leads to Expanding Success

Unlike programs that focus on trendy apps and discounts, our client differentiates themselves from competitors and gains market share by providing measurable worth
to their customers. How? By including high-value impact centered on memorable moments. Our client has raised the bar and continues to set themselves apart.