Consumers are more empowered than ever because they can access and share information online about the products and services they love (or hate). This has led to a dramatic change in the way brands operate. Now that we live in the age of consumers, companies are no longer in control. Everyone with an internet connection has the right to influence the purchasing decisions of others. This influence may permeate third-party platforms such as peer-to-peer review sites, social networks or online forums. Another avenue is the brand community website. That’s what we’re going to explore today.
What Is a Brand Community Website?
Brand community sites serve a variety of key goals, such as improving customer retention, enabling peer-to-peer support, or providing a space for people to provide feedback and share ideas. The problem is, customers are already doing this on their social media profiles and other online platforms. Brand community sites go a step further, integrating these experiences and handing some control back to the organizations behind them. These community websites are built on the principle of network effects and become core digital assets in their own right. Successful communities provide value to their customers by providing a sense of belonging and a shared vision.
Core Success Metrics for Brand Communities Include
Brand community sites can be used for many purposes, many of which are more than one. However, the overall goal is to enable members to support each other. Core success metrics for brand communities include factors such Buy Switzerland B2B Fax Number Lists service, social shopping experiences, brand advocacy, and knowledge sharing among the most valuable customers. Some brands even rely on their communities for product ideation. For example, LEGO Ideas lets community members share their ideas for new LEGO buildings and vote on ideas shared by others. Those with the most votes may end up on store shelves. Whatever your community’s goals, success is driven by shared experiences.
How to Create a Premium Program and Increase Customer Loyalty
Customer loyalty programs emerged at the dawn of modern commerce. The first such program took the form of a premium, where merchants would issue tokens as proof of purchase, which customers could then redeem for products in stores. The first recorded use of such premiums occurred more than two hundred years ago. In the 19th century, these advanced programs evolved into things like tickets and trading stamps. By the late 20th century, loyalty programs had become an almost universal form of advertising. One of the pioneers of modern loyalty programs is the airline industry, which rewards frequent flyers with frequent flyer miles. The other is retail, offering card-related deals.