Retailer Gratitude & Consumer Loyalty Go Hand-in-Hand

It’s no secret to retailers, whether large or small, that customer service has a direct and meaningful impact on the loyalty of their customer base. However, what may come as a surprise, is that in a world that is becoming increasingly less personal, one of the most important individual components of that customer service is still good, old-fashioned gratitude.

In a recent survey TD Bank polled over 1,000 consumers across the country about brand gratitude, and then compiled their answers into usable data sets that can be effectively utilized by retailers. It should come as no surprise that over three-fourths (77%) of consumers like it when retailers express gratitude. TD Bank partnered with Lizzie Post, the President of the Emily Post Institute. What did the etiquette expert have to say? “Customers know that they have a choice when it comes to where they spend their money and where they take their business,” said Ms. Post. “When a brand demonstrates genuine gratitude and respect, it builds consumer trust. And business success relies on that trust.”

It’s one thing to understand that thankfulness must play a part in a brand’s customer service plan, but how should that look practically? The survey found that the overwhelming majority prefer to be thanked in-person. In the world of e-commerce though, that isn’t always an option. According to the survey, rewards or loyalty programs are a practical way to enforce the gratitude that will keep consumers coming back for more. The survey found that 68% of participants preferred systems which gave points, miles or other similar rewards. For 60% of consumers, a direct thank you was seen as most genuine, and 44% cited a personalized thank you as most authentic.

Enter: Creative Gratitude

Beyond a rewards or loyalty system, major retailers have seen the value in showing their customers that they embrace and support their lifestyle. For example, REI and Lululemon offer a selection of free classes. Apple has been giving free workshops for those interested in learning to use their products, and that extends to the kids as well.

In his analysis of the survey, Forbes contributor Bryan Pearson notes that a fresh way to extend thankfulness is to “bowl someone over.” Customers want to be wowed. They want to be impressed at the thought that retailers invest in their presence.

Often, that presence begins with your packaging – whether it’s for e-commerce or in-store purchases. If your packaging fails to impress or to convey your brand’s image effectively, it’s hard to rebound. When gratitude, and by extension a retailer’s care and pride for their product, equate to customer loyalty, it is vital to make sure that every component is just right. Contact S. Walter Packaging today so that we can help you make an important step towards your brand’s ability to thrive.