IMF Business School · Masters in Marketing and Digital Communication, Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange ACL Direct Promo · We know about Relationship Marketing. We are experts in loyalty and incentives · We like to create unique experiences In the race to connect with consumers and establish a strong and prominent market position, companies have learned that one of the key elements is building loyalty. They need to ‘trap’ consumers and for them to become recurring users of their services and products, to return to them again and again. But building loyalty, companies have also understood, is not easy. To be able to capture consumers and turn them into loyal users, it is necessary to offer positive customer experiences, establish emotional bonds and work clearly and deeply on the positions that the brand offers occupy. It is a background job and it is a very complex one.
What are companies that manage to connect with consumers in a ‘real’ way, those that manage to trap their customers in a continuous consumption loop? That is the question that several researchers from the universities of French Polynesia Email List Fordham and Newcastle have asked themselves. Researchers have analyzed several of the popular brands and services of this decade, from Tinder, Netflix and Spotify to others such as Nintendo or Pokémon Go, which have managed to create captive audiences, delivered to a kind of looping consumption of their services. A “sticky” experience In common, they concluded, these brands have managed to attract and retain consumers because they have created “sticky” user experiences, they point out, as Phys collects . They have managed to make their user experience remain a kind of background element constant for consumers, into something that has made them addicted.
For example, that is what happens with CrossFit, Pokémon Go or Tinder, some of the models that have been used as a base. On Tinder, the basic idea – looking for a partner – has been replaced by gamification of always discovering someone new, they explain. And at CrossFit they have already moved from the idea of doing sports to being in a specific community, obsessed with what is offered. This connection is based on an experience model that breaks with the traditional idea of what to do in marketing. “It’s not about consistently creating good customer experiences,” says one of the researchers, but about them being “unpredictable.” Consumers are not addicted to these services because they are convenient or easy to use, but because they are “exciting” and provide a certain dose of suspense. You do not know what you are going to find and that is part of its appeal. And, as the research findings point out, “a rollercoaster ride of intensely good and bad experiences that leaves consumers trapped.”Achieving that effect is not easy and capturing consumers in this way is not easy.