Written by: Natalia Lefter

Have you ever wondered what it is, really, that makes a person choose one thing over another, when making a purchase? When you have two similar products, at a similar price point, how is that decision made? The deciding factor, usually, is brand loyalty.

Here’s a newsflash: your customers want to remain loyal! They love your products for a reason, but most of a brand’s energy is focused on attracting only new customers, not rewarding those who are already fans. Strategically, focusing on retention should be just as important as growing your client base.

These fans are a valuable untapped resource to find out:

• What they like most about your products
• What they don't like
• What they value most (price, eco-friendly, good for you ingredients, etc.)
• What types of products they’d like to see from you in the future
• What brand values and initiatives will resonate with customers most strongly

The more you learn about them, the easier it will be to gain their loyalty and attract new people just like them. They are a living, breathing focus group. You can use this community to gather invaluable information which in turn can be repurposed for a multitude of needs.

Butterly is uniquely positioned to provide a place where such a community is possible. We have built a platform for all types of engagement. If you are looking to do market research, run a contest, launch an influencer campaign or distribute samples and collect reviews, it is equipped to do all these things quickly and easily.

If the focus is placed back on the people who have already expressed interest in connecting with your brand, you have the perfect opportunity to build on that connection and loyalty. The key is to include, share, and grow with people who are already invested in your brand. When the value of retention includes critical insights, higher sales, and the perks of loyalty, everybody wins.