Shoppers have endless options when deciding which brand to purchase from. So what makes someone pick a particular brand—and then keep coming back for more? It’s all about brand loyalty. But how is brand loyalty defined, and how can CPG brands build loyalty and create brand superfans? Let’s dive into what brand loyalty really means and why it’s one of the most valuable assets a brand can build.
What Exactly Is Brand Loyalty?
Ultimately, brand loyalty is about the relationship a brand has with its consumers. When shoppers are loyal to a brand, it means they return to it again and again—not just because it’s convenient or on sale, but because they genuinely like it. When there are so many competitors and potential other options for shoppers to choose from, brand loyalty means a lot!
Brand loyalty is as much about the emotional perception of your brand as it is about the physical shopping habits. It’s not just about the transaction; it’s about trust, emotional connection, and value. Maintaining an overall positive perception of your brand among shoppers is an important part of building a loyal, connected customer base.
Why Is Brand Loyalty Important?
Building a strong foundation of brand loyalty is important because of the countless benefits it has for your brand, including boosting retention rates, improving brand recognition, and—what everyone wants to hear—increasing sales.
Did you know that a loyal customer is literally worth more than a one-time buyer? In fact, attracting a new customer can cost up to 5x as much as retaining a current one.
Developing brand loyalty in your audience means you won’t have to rely only on advertising to make sales; loyal customers will continue returning to your brand because of the emotional connection they’ve developed. They value and trust your brand—and will start recommending it to others. Having shoppers-turned-superfans that can become ambassadors for your brand in the real world means drawing in even more customers—all because of brand loyalty!
Think of brand loyalty as a snowball effect. The more positive experiences you deliver, the more momentum you build—and the more shoppers you turn into brand champions.
Building Brand Loyalty For CPG Brands
Developing brand loyalty is one of the best ways for both emerging and established CPG brands to continue winning with shoppers. In a category where price and convenience often dominate decisions, loyalty is what keeps shoppers choosing you, even when the competition is tempting. After all, 78% of U.S. shoppers have said they’re willing to pay more for brands they feel loyal to. And loyal online customers have been shown to spend more, refer more people to your brand, and go out of their way to do business with your brand.
So how do you get there?
For CPG brands, loyalty often comes down to being consistently present, relevant, and valuable to shoppers. It’s not just about showing up in the aisle—it’s about showing up in shoppers’ lives. That could mean sharing helpful tips and recipes, delivering personalized offers, or offering digital content that adds a little fun to the shopping journey. These meaningful touchpoints build affinity and keep your brand top of mind between purchases.
Another smart move? Make shoppers feel like they’re part of something bigger. Whether that’s inviting them to weigh in on new flavors, rewarding them for repeat purchases, or surprising them with a fun branded game or sweepstakes, creating a sense of involvement and exclusivity goes a long way. These small, special moments of delight create emotional connections that do a lot of work in transforming more casual customers into loyal brand advocates.
In the battle to win baskets, brand loyalty is an amazing way to gain a competitive advantage over other brands while creating connected, passionate customers.
Build Brand Loyalty with Breaktime Media
At Breaktime Media, we know that brand loyalty doesn’t happen by chance—it’s built through engaging, relevant, and consistent experiences. That’s where we come in. Our loyalty hubs, interactive experiences, sweepstakes, and more are all designed to help CPG brands create value-driven moments that deepen the shopper relationship.
If your brand is ready to go beyond one-time purchases and start building lasting connections, we’re here to help! Reach out to our team to learn about our interactive, loyalty-boosting campaigns and our Content and Loyalty Hubs that keep your brand winning baskets with shoppers again and again.