6 Ways to Build Customer Loyalty

Why is customer loyalty so important? When a client trusts a retailer, they become loyal customers. That means more to a showroom than repeat business. These clients tell their friends and family about their experience, which is worth more than any advertising or marketing efforts a showroom can devise.

Every day is a new chance to impress clients, bring in new customers and present a showroom and brand that are more than just a name and a logo. The tools for building customer loyalty are within reach.

1. Insider Insight

Why do some customers hang around while others move on? To get to the truth, ask people on both sides. High-profile clients will often provide valuable insights in exchange for an exclusive offer or other small incentive. On the other hand, if there is a customer who hasn’t been by in a while, send a coupon or other discount along with a survey about their experience.

Faucet display, plumbing showroom.
Customers explore a large faucet display.

2. Staff Savvy

The answers to what drives customer loyalty are hiding in plain sight. First off, sales staff members are on the front line and most likely have their own actions for ensuring customers come back. Brainstorming these ideas can lead to a more targeted customer retention strategy.

3. Redesign with purpose

When the time comes to make changes to your logo or retail design, they key is to make sure the redesign makes sense for the history of your company and for your audience. Customers can take changes personally, and even iconic brands have seen significant drops in revenue after making the wrong moves.

4. Mix tried-and-true and bold-and-new

While staying consistent inspires confidence and trust, a home improvement or design-oriented brand has to keep up with the latest styles. This can be accomplished by offering the products clients know and love alongside more innovative merchandise.

Vertical merchandising, horizontal merchandising, visual merchandising
A mix of horizontal and vertical merchandising keeps things interesting.

5. Showroom updates

In the decorative plumbing world, the physical store determines everything from the mood of the customer to the range of price points the store can offer. The look and feel of a showroom make a strong impression on customers, and a dated space can keep potential customers from coming in. A static showroom also sends a message to existing customers that the showroom is not keeping up with trends.

6. Use merchandise to your advantage

Rebranding and renovations are expensive, which is why they only take place every 5-7 years. In the meantime, change up display fixtures and visual merchandising tactics. Change things around with the seasons or use displays to highlight special promotions. With the right displays and promotions, customers will buy simply so they don’t miss out on an exclusive product or great deal.

kitchen showroom, lighting display
A modern showroom with a kitchen vignette and lighting display let clients build a vision of their dream space.

Customer loyalty is a long-term goal

Customer loyalty is an essential part of a smart business plan, because it is what turns occasional customers into repeat clients. Establishing this loyalty in clients takes more than low prices or gimmicks, particularly in a market with competition from major discount retailers both online and offline.

Fortunately, showrooms, as client-oriented businesses run by dedicated owners and managers, have an easier time establishing trust than huge corporations with different priorities.