Customer Loyalty: When a Brand Becomes a Friend

As a result, loyalty can be considered a contemporary version of a narrative agreement: as the reader gives meaning to the words written by the author through the reading of the text, also the client enriches the relationship with a brand through his purchase experiences, choosing how to get in touch (online or on-life) and which products represent him the most.

Monitoring and understanding these actions gives a brand the opportunity to redefine its activity according to the real needs of its clients: from the offer of products and services to the concept of its stores.

It will be the more and more important for companies to know who their clients are, what are their habits and what they like, in order to engage them stimulating a new conversation, enriched by relevant contents and personal experiences.

Proximity Marketing actually works when and where it’s most relevant, so seizing the moment: when clients are more willing to take an action and make their decisions.

The first step is to collect information about the single actions of the clients along their purchase experience, then using these data to engage them personally. Offering unique contents in a specific moment is the way to do this.