Customer Loyalty Series: Part 1
It’s no secret that customer loyalty is a huge driver of business health, but what separates brands we admire but don’t shop at, from those we love and return to over and over?
From President, CEO, to marketing creatives of all stripes, at J.Schmid we spend a lot of time thinking about what moves our customers – and sometimes the best way to do that is to think about what moves US! We’ve asked 5 Schmidlings to kick off a new series on consumer loyalty by taking off their proverbial nametags, and step away from Adobe Suite to ask themselves: “What drives you to buy again and again?”
The answer changes depending on who you ask and what you are looking for, but there is always something special about brands that drive true loyalty. Some like accessible design, and others like lasting product quality or admirable company policies. Keep reading to learn about five of our favorite brands and why we keep going back to them.
The Contributors
From left: Brent Niemuth, President / CCO; Lois Brayfield, CEO; Matthew Fey, VP Creative Director; Devon Clements, Copywriter; Nadia Hoffman, Copywriter
Target: Bringing Design to the Masses
Brent Niemuth, President
I always judge what impact a brand has on my life by asking the question, “If this brand ceased to exist tomorrow, would I miss it? Or could I easily replace it with another brand?” So, when thinking about one of the stickiest brands in my life—one that I couldn’t live without—Target floats to the top. Why? Several reasons.
One: They stand for something that’s important to me—good design. I’m not talking about high-end, fancy-pants, chic design. Nope. I’m talking about accessible design. Design for all (which was their original brand mantra). Why can’t everyone enjoy everyday products that are well-designed? A good razor. A nice looking shampoo bottle. Accent pillows. Target makes that possible.
Two: Call me Old School, but I still enjoy shopping in a brick-and-mortar store. Especially if the experience is a pleasant one. Target nails this. Their stores are impeccably laid out. Clean, bright, nice background music, beautiful signage, wide aisles, solid shopping carts without the annoying loose wheel. And don’t forget about friendly, helpful employees.
Three: One word—EASY. It’s the thing that consumers say they want more than anything else. Just make it easy for me. And Target does, in spades. From the online experience, to hassle-free returns, to BOPIS (Buy Online, Pickup In Store). Compare that to Target’s biggest competitor….what a nightmare they are!
I love Target! Not gonna lie. In fact, all brands should be asking the question, WWTD?
Athleta. Oh, How I Love Thee!
Lois Brayfield, CEO
Yep, I use the word love when I describe this brand. Love? Yes, in a world of brands that do not differentiate, how does Athleta earn this type of loyalty? Because they KNOW me.
One: They know what I like. Their apparel is touted as being “low maintenance meets high performance” and they don’t deviate. I know I can order their apparel and it will be consistently comfortable, well-made and it will fit. FACT: Athleta earns the award for the longest worn item in my wardrobe. It’s a black skort that has traveled the world with me for over 15 years!
Two: They know how to talk to me. It’s obvious they understand who their customer is. Athleta speaks to me with frankness but more importantly, they inspire me to be a better version of myself. One of my all-time favorite campaigns was Athleta’s “Power of She” meant to “Ignite a community of active, confident women and girls.”
Three: They know how to solve problems. I love to travel and Athleta offers fabrics that wick, dry quickly and breathe. Their True Fit program, based on height, weight AND age is spot on. They even care about my wellness goals with the ATHELETAWELL program.
Athleta, you’ve earned loyalty for a life-time. And that little black skort? Still wearing it.
BELLROY: Practically Simple
Matthew Fey, VP Creative Director
If you know anything about me, you know that I’m … particular. I’ve used the same style of pen since I was 16 years old. I own 23 pairs of the same style of underwear. But these aren’t just obsessive tendencies. OK, maybe they are, but there is method to this obsessive madness. I use the same pen because I write a lot and I’m left-handed and I need a pen that doesn’t smear. Practicality feeds my devotion.
Which is why I’m loyal to the Bellroy brand.
Bellroy quite literally streamlined wallets and phone cases. Gone are the days of the George Costanza wallet overflowing with cards and receipts and shards of random nonsense crammed into every slot. Bellroy’s slimline wallet was a gamechanger. I first saw the brand in a web ad. Normally, I’m not swayed by such things. But the side-by-side comparison of an overstuffed wallet next to a slim cardholder intrigued me enough to fulfill a marketer’s dream.
I clicked through. Then I fulfilled marketer’s next dream. I bought one. Thus, an advocate was born.
I’ve never had a better wallet. Then, Bellroy fed my obsession further with their phone wallet. I stopped using the regular wallet because I could fit five cards in the phone case designed so ingeniously that it added no bulk. What more could I ask for? Wait, they have a travel case to organize cords and chargers?!
Simple. Organized. Well designed. Functional. Practical. Everything in its right place. That’s the standard of every Bellroy piece. It’s a beautiful thing for the discerning obsessive like me.
Carhartt WIP: Where durability and fashion meet
Devon Clement, Copywriter
With that context I’d like to quickly talk about one of my favorite brands: Carhartt Work in Progress. Founded in Europe in 1989, 100 years after Hamilton Carhartt established his business in Detroit, Carhartt WIP draws on the storied history of quality American workwear with an infusion of refined continental design. Blending the fashion forward culture of everything from hip-hop to skateboarding, WIP champions design inspiration and direct collaboration with artists and athletes around the world. They speak to consumers from a pragmatic and elevated point of view. Continually evolve their product line each season to remain on the cutting edge of workwear fashion. Draw on the legacy of dependability and quality construction from their roots – and are always happy to answer questions on sizing, silhouette, and everything in between. Carhartt WIP, good products and a good story.
It seems like everyone is vying to be your favorite brand these days – and that’s not necessarily a bad thing. It has resulted in more consistent messaging, better customer service, and more company accountability, but it has also made It harder to separate brands with good messaging and excellent products from those that just tell a good story.
Carefully Caffeinated: Is Starbucks your Fuel of Choice and Change?
Nadia Hoffman, Copywriter
It’s possible that your guilty pleasure doesn’t have to feel so guilty.
The golden feeling of receiving your Starbucks cup in hand is second to none. When I take my first sip of creamy, caffeinated goodness, it almost offsets the sinking knowledge that I paid $6 for the luxury… almost. My stint working as a Starbucks barista during college, does little to quell the conflict. Underpaid and overworked, I know the baristas calling my name have some tough days and the free coffee helps, but only a little!
Yet what I’m tasting is good – consistent across county and continent; the stores are well-kept; the baristas are friendly; the loyalty program has amenable perks; and Starbucks’ strong marketing convinces me that I’ve bought into something that’s both an indulgence and an essential. Simply put, Starbucks aims to sell an experience, and they do so excellently.
But working at Starbucks, I learned a lot about the company’s ethos, sustainability and social action. While not perfect, Starbucks has turned towards sustainable efforts such as forest protection programs in essential coffee landscapes, water conservation, creating food donation programs and committing to reducing their waste and carbon emissions to 50% by 2030.
However, with Starbucks’ environmental efforts in their infancy, their ethical impact lies in their attention to human rights and diversity. Starbucks offers healthcare insurance for all part-time and full-time employees, free employee college tuition with the Starbucks College Achievement plan, and commits to a steadfast equal employment opportunities policy. Anecdotally, this impact was no small feat. Working with people of different ethnicities, disability status, veteran status, and individuals across the LGBTQIA+ community, it was clear that Starbucks had created a workforce relevant to the 21st century and importantly, somewhere where acceptance was encouraged.
Furthermore, a low-income community initiative that builds stores in economically distressed areas of the U.S., allows traditionally underprivileged communities to gain employment, health insurance and free college education and means that Starbucks’ commitment to social equality is more than just skin-deep.
Overall, the combination of good quality, experience and ethical practices is a winning deal, and keeps me coming back to Starbucks, no matter the cost of a cappuccino!
Image Credits: Personal care items by Unsplash; Women’s fitness photo via Unsplash; Bellroy photo by Matt Fey; Working people photo by Unsplash; Coffee Photo by Chevanon Photography via Pexels.