Loyalty ♥ Emotions ♥ Localization
So how do you create a loyal base? To answer this question, it is good to know the 3 main types of loyalty: rational, behavioral and emotional, with the most effective being the latter (Source: Loyalty Magazine, November 2019). Let’s dive a bit deeper into this one.
With more and more customers demanding an emotional connection to brands, a lot of research has been done on building loyalty on an emotional level and finding the most effective ways to engage to create that bond.
Such research also shows that customers who feel emotionally attached to a brand make exponentially more purchases or use of a service when reached on an emotional level. Or in numbers: 82% of consumers with high emotional engagement will always buy the brand they are loyal to when making purchase decisions versus only 38% of consumers with low emotional engagement (Source: Capgemini).
Since the most effective and lasting engagement with your customers is emotional, how do you best reach them? Simply put, in a language they understand best – their own.
English is great as a standardized option and may work well if you want to transfer basic information. But even individuals with a good level of English miss out on much of what is presented. A missed opportunity, we think, to really connect with existing and potential clients.
Therefore, we suggest adding a 5th building block to the 4 most common that we usually see for new markets’ launch plans:
- Creation of a great product/service
- Carefully chosen target markets
- Substantial investments in a marketing campaign
- Construction of a stellar website
- Inclusion of localization into your strategy – to solidify an emotional reaction, make a bigger impact and closely bind your customers and other partners to you