Topic: Customer Loyalty 

Customer Loyalty Importance:

When it comes to successful luxury brands, their loyal customers play a huge role in their success. Loyal customers play a huge role by creating repeat sales and revenue, advocating for the brand, at most times leading to long-term growth. In industries like luxury fitness or beauty, this customer loyalty is built through premium experiences, customer/membership perks, pricing incentives, emotional connection, and consistent branding that is well known and recognized.

Customer Loyalty in Luxury Fitness:

Brands like JETSET Pilates have great customer loyalty based on their Founder Membership Program. When a new studio is opening, JETSET has exclusive pricing for those who sign up for a membership very early on, months before the studio opens. These founders’ memberships start at $179 a month for unlimited classes, which is about 50% off their regular unlimited rates and is an amazing price for a Pilates studio in general, where unlimited memberships would usually run for about $300 a month. Once a customer signs up for this price, they are able to lock it in for life as long as they don’t cancel it. This allows for a great customer loyalty program because these members who joined from the start have a connection with the studio by being one of their first customers, starting with them from the beginning, and have a great pricing incentive of unlimited memberships at about 50% off for life.

Another way JETSET Pilates builds their customer loyalty is through their membership perks. JETSET partners with nearby wellness businesses, cafes, medspas, and more to set up membership perks for their members. For example, JETSET Pilates Fort Lauderdale partnered with The Seed Coffee + Juice Bar to set up that all members from that studio get 15% off all purchases from the cafe. This allows members to feel like the company is also investing in and benefiting them, building that relationship between the customer and the company.

Customer Loyalty in Beauty Brands

Another way brands build that loyalty is through exclusivity. Brands like Rhode Skin do limited edition drops, which gain a lot of attention from people, usually previous customers who enjoyed their products, wanting to be one of the few customers who get that exclusive “summer edition peptide lip treatment and phone case” in the limited scent or color, making them feel like an exclusive loyal customer.

Additionally, emotional connection helps drive brand loyalty. Again with Rhode Skin, they once faced some backlash with their blushes not being inclusive of darker, warmer skin tones, with those blushes coming off grey-toned. From there, a very popular TikToker, @golloria, posted her disappointment with the shade range, and Hailey Bieber quickly personally reached out to the TikToker to work together on making more inclusive shades. This shows that the brand cares about the concerns of their customers, connecting with them emotionally, helping build that loyalty with newer customers that can relate to some of these issues.

Overview

All in all, brand loyalty comes in many different shapes and forms for different industries and companies through them taking different strategies, but all these strategies ultimately lead to the same result, with repeat revenue, advocacy through positive word of mouth, and long-term growth. With this being said, it is important for brands to connect with their customers, benefiting both themselves and their customers.