How to build customer loyalty in retail

With so many options available to consumers everywhere they look, it takes something very special to get them to pause, take stock of what you do, and become a loyal customer. That’s much easier said than done, particularly with competition at all angles and a world rife with busy-ness and distraction, but by mastering the art of customer service and consistency you’ll be well on the way to a cluster of regulars.

Of course, to gain loyal customers you must first attract them to your business – and this takes strategy. “Food businesses should start by carefully considering their target audience and market trends,” says Victoria Moy, director of Hill Street PR. Victoria believes there’s strong value in social media and smart partnerships, and a little value push goes a long way. “Developing a strong brand identity and engaging online presence through social media and SEO is crucial. Tempting promotions or samples can generate initial interest. I’d also recommend collaborating with relevant influencers to enhance visibility and draw in new customers.”

Open communication

Once you’ve got shoppers through your doors, it’s time to focus on building strong relationships. “To build customer loyalty, focus on creating strong relationships through open communication,” advises Victoria. “Pay attention to your customers’ needs and preferences, seek feedback, and address concerns quickly to build trust. By building a community around the brand, and genuinely caring for customers, businesses can achieve long-lasting loyalty and on-going success.”

Consistent quality, excellent customer service and regular engagement are key to keeping customers loyal, says Victoria – and communication shouldn’t be one-sided. “Ask for feedback to understand their needs and preferences,” she says. The feedback you receive could help shape your business for the better; after all, by giving customers what they want they’re more likely to return time and time again, and better still they may feel more connected with what you do.”

Invest in service

Great customer service is a source of pride for independent retailers across the board, but when manpower and time is tight it can be easy for standards to drop. It may seem like a ‘nice to have’ rather than a necessity, but never forget that many customers shop in independents because of the experience and connection they receive – and which multiples can only dream of offering.

It can appear to be a luxury rather than an invaluable tool in your business’s arsenal, especially during particularly busy periods and when resources are tight – an indulgence to chat to customers when the day-to-day of running your shop is falling behind – but customer service is worth its weight in gold. Consumers are likely to recommend businesses due to an enjoyable interaction, but are even more likely to steer potential customers away by telling them about negative experiences – and this kind of news travels fast. Similarly, it’s important to ensure that customers will be as happy with their purchase when they get home as they are in-store by optimising quality and taste at every turn.

“Avoid poor customer service at all costs and do not allow your product quality to slip,” advises Victoria. “Refrain from overcomplicating the purchasing process and do not make exaggerated claims about products. Once trust has been eroded, you may struggle to get your customers back.”