How to Build Customer Loyalty

This #BoFLIVE event was based on the ‘How to Build Customer Loyalty: A Guide for Beauty Brands’ case study. Click here to read our full analysis.

The pandemic accelerated the adoption of e-commerce, which in turn has opened up more platforms and opportunities for brands to utilise. But even with growing options, building a community of loyal customers must remain at the heart of scaling business models. And to build that community, delivering on the basics is critical.

In the latest #BoFLive, senior correspondent Lauren Sherman speaks with Nell Diamond, founder and chief executive of Hill House Home, Alicia Yoon, founder of Peach & Lily, and Kristy Engels, president of Beauty Strategy Group about how and why customer loyalty is so important in retail today.

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While many brands have opted for influencer campaigns to promote products, Diamond argues that word-of-mouth promotion is even more valuable. “So much of [our] growth has been off of personal recommendation,” Diamond said. “We were not spending huge marketing dollars on acquiring customers, it was really what I call a group chat phenomenon… [where consumers were] convincing their friends to buy [products.]”

Related Articles:

How to Build Customer Loyalty: A Guide for Beauty Brands

5 Ways to Boost Customer Loyalty

How to Build a One-on-One Relationship With Your Customer

To participate in #BoFLive, BoF’s digital events series offering insight, advice and inspiration, visit our calendar where you can find details of upcoming digital events.

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