In this Inspirational Thursday session, we discussed customer loyalty and retention with Qualifio. Useful formats, real-life examples and tips to succeed: here’s everything you need to know to increase customer loyalty and retention.

💡 If you prefer to watch the webinar replay, it’s right here.

What is customer loyalty and retention, and why is it necessary?

“Customer loyalty describes an ongoing emotional relationship between you and your customer, manifesting itself by how willing a customer is to engage with and repeatedly purchase from you versus your competitors. Loyalty is the byproduct of a customer’s positive experience with you and works to create trust.”

Source: Oracle

Now that we know a bit more about the definition of customer loyalty and retention, why do we need it in the end? Well, the figures shared by eMarketer speak for themselves: 

  • Studies have shown that a brand is, on average, 65% more likely to sell to an existing customer than to a new one
  • 75% of consumers say they favour companies that offer rewards
  • 56% of customers stay loyal to brands that “get them” and listen to them

How to increase customer loyalty and retention?

How do we make customer loyalty and retention a constant, overriding business objective? First, it is clear that creating a great and personalised experience throughout the customer journey is an essential part of keeping your customers loyal and making sure they return.

Within Qualifio, there are serval interactive formats that allow you to increase customer loyalty and retention: 

1️⃣ First, you need to understand your audience and their expectations and for that, you can use simple forms, personality tests, polls, etc.

2️⃣ Then, asking for feedback and empowering your customers is crucial. Satisfaction surveys are definitely the format to use to make the voice of your customers heard.

3️⃣ Don’t forget to reward, reward, reward and keep rewarding your customers for choosing your brand. For that, we have all sorts of quizzes and contests you can choose from depending on your brand objectives and identity.

4️⃣ And finally, communicate effectively across all your channels with various games and interactive formats to reach your customers, wherever they are.  

Nice examples of customer loyalty and retention campaigns

1. Voo: a contest with privileged partners

The Belgian telecommunication company VOO launched a contest only sent to their subscribers via newsletter to win attractive prizes offered by partners. And this is not a unique action. Every month VOO launches a new contest only available to their subscribers.  

They managed to get more than 15,000 participations in 48 hours, with a completion rate of 60%. 


2. Delhaize: B2B activation

The media agency of Delhaize, Media Marketing Delhaize, offers a complete communication service to brands so that they can connect with their customers where they shop.

They launched a chrono quiz offering their loyal advertisers the opportunity to win a digital promotion pack, including an online quiz and an e-mail for their brand. The quiz tested the retail media knowledge of respondents but also asked their opinion about this type of activation. 

This campaign aimed to raise awareness of the fact they have innovative and interactive advertising formats and to collect brand opinions about this type of ad. 


3. KMDA: exclusive content for animal lovers

Keeping your community engaged is the first step to customer loyalty and retention. KMDA, the company responsible for four zoological institutions (Antwerp Zoo, Planckendael Zoo, Serpentarium and the Elisabeth Center Antwerp), has a platform called My ZOO. This platform is aimed at the subscribers of Antwerp and Planckendael zoos and they share contests, exclusive interviews, discounts, free guided tours, etc. Subscribers can also win ZOO points, encouraging them to be more active, to win more points and rewards.  

They are using Qualifio to create puzzles, quizzes, memory games, video contests, etc. to nurture their community of subscribers.


4. ŠKODA: after the test drive

Test drives are a crucial part of the sales process in the automotive industry. So collecting feedback is very important, but it can be tricky sometimes. ŠKODA sent a Qualifio survey via email to guarantee a true and honest opinion. With the added value of the integration to Salesforce, the data is directly collected and actionable for all stakeholders.


5. Le Point: tell us what you want to see next

The French weekly magazine, Le Point, asked their audience which topic they wanted to see analysed next in their magazine. Via a visual one-page identified poll, users could quickly identify the themes and select their interests. It’s a quick and easy campaign to set up to show your users their opinion matters and create content according to their preferences.


6. Thomy: the ambassador program

Leveraging your fan base is the key to pushing word-of-mouth. An ambassador program is 76% more likely to work in driving new sales. The food brand Thomy is using a simple and effective Qualifio form for their audience to register and sign up to the program. 

Registered ambassadors receive their selected product in exclusivity for testing. The brand then asks ambassadors for recommendations and feedback to improve their communication and their products.


7. YSL: a custom game for consumers

To promote their “BLACK OPIUM” fragrance, Yves Saint Laurent wanted to launch a custom game, giving away free samples. To do so, they worked with the agency TAKEOFF to create a tailor-made game, and with the Qualifio platform for collecting first-party data. Participants needed to swap an object to make a row or a column of at least three identical objects like in the game Candy Crush.


And that’s it! Remember, customer loyalty and retention are all about ongoing conversations and relationships between your brand and your customers. Talking about lasting relationships, we wrote a success story about LolaLiza putting continuous communication and personalisation at the heart of their digital marketing strategy. Want to know more about it? You can read Lolaliza’s success story here.

If you want to watch the webinar replay, it’s right here!

👉 Like this type of content? Do not hesitate to discover our previous “Inspirational Thursdays” session about conversion rate in sales.