Emotional Loyalty vs. Transactional Loyalty & How to Earn Them
If you want to increase brand awareness and create a loyal customer base, a loyalty program is essential. The interesting thing is that loyalty can be emotional or transactional and both are beneficial to businesses. Today, we will discuss the differences between the two and how you can use a loyalty program to earn them!
What Is Emotional Loyalty?
Emotional loyalty is what you want to inspire in your customers. This kind of loyalty is not built based on incentives such as offers and other rewards, but rather on trust, storytelling, and customer service. Emotional loyalty is what makes customers choose your brand above others regardless of price, convenience, or any other factors.
Why? Because they are emotionally connected to the brand and that's a lot more personal. Think about your favorite restaurant and why you go there. It's not just because the food is good, it's also because they make you feel special and known every time you go there. Emotional loyalty makes customers feel like they are a part of the brand and they become ambassadors because they want others to feel the same.
What Is Transactional Loyalty?
Transactional loyalty is different because there's no emotional connection and it's based on factors such as convenience, prices, availability of products, etc. If any of those conditions change, customers will look for other brands as a replacement. Think about the convenience store down the street. It's good enough, it's nearby, and it fulfills different needs.
But if they move, you're not going to chase them, you're going to find another option nearby. Often, transactional loyalty is underrated because it doesn't seem as compelling. However, it's very important because it can be the gateway to emotional loyalty if you make the effort. It will get customers through the door, and emotional loyalty will make them stay for as long as you're around.
How a Loyalty Program Can Promote Emotional & Transactional Loyalty
Most loyalty programs out there are based on transactional rewards such as offers, coupons, discounts, etc. This is an effective way of fostering loyalty, but once you do that, it's important to create a sense of emotional connection with your customers. Loyalty itself is not a transaction, it's an emotion.
Your loyalty program can't rely solely on rewards such as points, discounts, coupons, and more. If you want deeper engagement from your customers, you need to earn their emotional loyalty. How? Well, by leveraging your core message (your brand's values), creating an exceptional customer experience, providing value, and interacting with your audience.
This is how you build and maintain trust. Your loyalty program should create the perfect balance between transactional rewards and emotional incentives. This way, you will create a long-lasting bond with customers.
In a previous article, we talked about rewards and how loyalty programs help you earn loyalty, so check it out to learn more about it. Because you should offer rewards, but you also need to make sure you create a personal connection through customer experience, brand messaging, and storytelling. Do that, and your business will thrive!Back to Blog