Building brand loyaltyThe relationship between a business and its customers is multifaceted. A physical investment is one way a customer can become invested in a brand, but if a business relies on this alone, the relationship may not stand the test of time. Emotional and psychological attachments must be factored in if brands want to see more wholesome bonds.

In the digital age, having low prices is not enough to drive loyalty, as customers seek to become more than just a number. It´s easy to get wrapped up in your competitors and driving revenue, without giving due consideration to what your consumers actually want.

One company that seems to be well-versed in the importance of customer engagement is Lidl. As Arnd Pickhardt, the firm´s advertising and marketing director, explains to Marketing Week, customers are intelligent and more aware than ever about what it means to be valued.

Speaking about its plans to launch a website that will give fans of the discount supermarket a new way to engage, Pickhardt highlights the importance of creating a community around the brand.

“We want to offer customers that want to go a step further in terms of engaging with the brand another opportunity,” he said.

Pickhardt says the firm has been buoyed by the success of its recent #LidlSurprises campaign, which has encouraged customers to take to social media to shout about the quality of the grocer´s goods – with the possibility of winning a hamper in return.

Lidl is just one of the success stories of businesses benefiting from long-term strategies in customer engagement. Content is another way brands provide value to customers time and time again. It provides answers to the questions and needs of customers, which sees the brand-customer relationship go beyond the purely physical.

Have you tried to foster engagement with customers through digital platforms? If so, to what success?

Ben Hollom

October 14, 2014