If They Liked Your Product, Why Didn’t They Come Back?

The brand may repeat its messages all day long; however, if the customer does not come back, it is not because of the message, but the experience. I believe that this is an area where many brands make mistakes. They believe that loyalty comes as a result of promotions, discounts, and visibility however, the truth of the matter is that customers return based on how they feel, not on what they see.

While considering the consumer decision process, we focus on the buying phase. What made the consumer make such a choice? How were they influenced by some factors? But in reality, whenever there is ease, consistency and reliability, people do not look elsewhere and the process becomes almost an automatic choice for them.

It works similarly to Kirkland Signature In the beginning, it may easily considered as a private label of Costco. Eventually, that changed. The brand gained trust without anyone questioning its quality. What happens is the following assumption: “If it’s from Costco, it must be a good purchase.” This lack of friction makes the purchasing decision easier to make. You don’t compare as much, you don’t hesitate as much, and that behavior turns into loyalty.

This trend can also be observed about Airbnb. Instead of providing accommodation for you, Airbnb makes your stay predictable. You get to know all the pros and cons beforehand. All the information you receive makes you feel confident that you are aware of everything that is going to happen. Therefore, low risks will lead you to make the same choice once again. Like many other brands you trust.

Ultimately, this means that something becomes perfectly clear in all this. The loyalty of consumers isn’t defined by what the brand says about itself, rather it depends on how the consumers perceive it over time. No matter how a brand defines itself, no matter how it positions its message, if there is no match with this experience, then nothing will be retained. Consumers aren’t focused on the product itself; instead, their focus remains on how comfortable choosing the product was.

Perhaps that’s what the true question should be. Shouldn’t the question be “How can I make it easier for my customers to make their next choice?” rather than “How can I get more customers?”

If you make it easy for them, they’ll become loyal without you even trying.