CCG Look at Loyalty: 4 Ways Retailers Can Build Loyalty Muscle

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Loyalty Marketing Agency Shares Content Marketing Tips and Tricks

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Readers who gain value from a retail organization’s content, whether or not it’s directly related to a product or service, are more willing to engage with that retailer again and again.

Customer Communications Group, (CCG) the full-service loyalty and marketing agency, shares four ways that retailers can shape their content to successfully reach and build loyalty with customer and prospects.

“More than 60% of consumers want content beyond specials. They want to learn about new products, features and services from the brands they follow,”
The CMO Council.

“The link between content and customer loyalty is clear,” said Sandra Gudat, president & CEO of Customer Communications Group. “Readers who gain value from a retail organization’s content, whether or not it’s directly related to a product or service, are more willing to engage with that retailer again and again. Here are four rules to make sure retail customers see that value.”

Rule #1: Get Personal
Speaking of success, relevance is the key -- connecting content to the wants and needs of your individual customers. In other words, it’s what your customers want to read — not what you want to say. To best align your content program with individual consumers, leverage customer data to understand their preferences — then continually create new and innovative ways to benefit them.

Rule #2: Be Credible
Your content should help guide and educate. When it comes to marketing your products or services, your customers should feel they are more like partners than mere sales targets. Even if consumers don’t have the immediate need for a particular product or service, you can keep yourself top of mind by branding yourself as the one they should contact when they are ready to move forward.

Rule #3: Stoke the Emotional Connection
Loyalty can be thought of as an emotion that’s strengthened over time through customer experience. By offering consistent, relevant messaging across multiple channels, you are strengthening that connection with every communication. Do this, and over time customers begin to feel personally valued by your business.

Rule #4: Keep it Insightful, Educational — and Abundant.
The old adage “quality, not quantity” is only partly true when it comes to loyalty-building content. Today’s consumers expect both. They are hungrier than ever for insightful, engaging information that can help them make sound decisions. And with increasingly ever-present social media, there are more ways to supply your customers with the content they’re looking for. So will they satisfy their craving with a competitor — or with you?

Find out more about measure content marketing success and many other content marketing tips and strategies that build loyalty and boost the bottom line, read CCG’s Guide to Content Marketing at

Customer Communications Group (CCG) is a full-service customer relationship marketing (CRM) agency that helps Fortune 2000 retailers and financial institutions improve their bottom lines by improving their customer relationships, loyalty and retention. Founded in 1977, CCG is a pioneer in the field of relationship marketing, offering expertise in strategic consulting, data-driven customer research, custom content, design and multi-media solutions ranging from print production to e-newsletters, social media and website development.

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Jim McNulty
StandPoint Public Relations
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