Most of us assume that customers who repeatedly buy from us are always loyal to our brand. But this could be misleading. Customers can repeatedly buy a product for different reasons and these should not be taken for loyalty. The very obvious reasons that could trigger repeat buying from you are:
Low cost of your product – If your product is cheaper than that of the competitor, the customer will more likely buy from you again and again.
High cost of switching to the competition – If your customers discover that there is too much stress and cost switching to other brands then you are more likely to keep benefiting from repeat purchases.
There is a valid contractual agreement – If you have contractual agreement with a customer to buy from you in particular time frame then you will most likely enjoy repeat buying.
You are offering Reward for purchases – If you are offering rewards to repeat customers then most people will want to benefit from the rewards, discounts, or incentives you are offering by buying again and again.
There is Difficulty in finding alternative brand/supplier/competitor – If customers are having hard time finding or testing out new brand to use then you can still be enjoying repeat purchases.
Recommendations in your brand’s favor – If friends, family members, employers, colleagues recommend your brand or any of them have special relationship with you, then you could have more repeat customers.
It’s just habitual for some people – There are people that just have the habit of repeatedly buying a product until they no longer want to.
The above and other reasons could explain why customers buying again and again. However, repeat buying is not loyalty. Customer loyalty is much more than that.
We should consider customer loyalty as the desire for the satisfaction which a product offers and the willingness to hang out even when there is a problem. Emotional connection comes into play with customer loyalty.
More so, loyal customers do not seek for the competitors unless when and where necessary. They communicate to a brand on the problems and can recommend possible solutions.
Repeat customers are not necessarily loyal customers but loyal customers are repeat customers.
So, what is your take on this topic? Does repeat buying implies customer loyalty all the time?