Not all loyalty is created equal. Some customers are so devoted they’d tattoo your logo on their arm (okay, maybe that’s a bit much, but you get the idea). Others stick around simply because they can’t be bothered to shop elsewhere.
Understanding the different types of loyalty is key to knowing how to keep your customers and, more importantly, how to turn them into passionate advocates for your brand.
True Loyalty: The Silent Admirers
These customers genuinely love your brand. They’re emotionally connected, they trust you, and they’ll keep coming back. But here’s the catch—they’re quiet about it. They’re not out there writing glowing reviews or convincing their mates to buy from you. They’re loyal, but in a “keeping it to themselves” kind of way.
How to nurture them:
- Give them a reason to talk—whether it’s an exclusive offer, a reward, or simply asking for their thoughts through a survey.
- Make it ridiculously easy for them to leave reviews or share recommendations.
- Give them behind-the-scenes content or sneak peeks—everyone loves feeling like an insider!
Cult Loyalty: The Raving Fans
Now these are the customers you want more of. They don’t just like your brand—they believe in it. They’ll recommend you to friends, defend you online, and buy whatever you put out next because they just get you. They’re emotionally invested and wouldn’t dream of going elsewhere.
How to nurture them:
- Celebrate them! Feature them in social media shoutouts, loyalty clubs, or even personalised messages.
- Reward referrals—because if they’re already talking about you, why not give them something for it?
- Build a community—whether it’s a Facebook group, an exclusive loyalty programme, or events where they can engage with your brand on a deeper level.
Inertia Loyalty: The Can’t-Be-Bothered Ones
These customers aren’t with you because they love you—they’re with you because switching is just a hassle. They don’t know of a better option, and frankly, they’re not that fussed. But here’s the danger: the minute a competitor makes their life even slightly easier; they’re gone.
How to nurture them:
- Keep reminding them why they chose you—whether it’s convenience, great service, or value for money.
- Improve the experience. The easier you make things for them, the less likely they are to jump ship.
- Introduce a loyalty programme that subtly ties them in—discounts for repeat purchases, subscriptions, or rewards they’d regret losing.
Mercenary Loyalty: The Deal Chasers
These customers are loyal to whoever gives them the best deal. They’re in it for the discounts, the perks, the freebies. And while they might spend a fair bit with you, they’ll switch brands faster than you can say “10% off” if someone else offers a better reward.
How to nurture them:
- Move beyond discount. Offer exclusive experiences, early access, or perks they can’t get elsewhere.
- Find ways to engage them emotionally, not just financially—stories, values, or even gamified rewards that keep them hooked.
- If they’re in it for the points, make sure your loyalty scheme is one they won’t want to leave.
So, where do your customers sit?
Chances are, you’ve got a mix of all four types. The goal? Shift as many as possible towards cult loyalty, because that’s where the real brand advocacy (and long-term revenue) happens.
