Creating Brand Loyalty in Offline Environments

The essay discusses how brand loyalty is cultivated in offline environments through various strategies such as consumer loyalty programs, emotional advertising, and personal interactions. It highlights examples from Nestle and Johnson & Johnson, showcasing their successful initiatives in promoting brand loyalty through effective offline marketing techniques.

How brand loyalty is created in the
offline environment?
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Creating brand loyalty in an offline environment involves many factors that work as a great
contributor for developing customer loyalty for a business. The offline environment includes the
traditional way in which a company and the consumers interact with each other. Thus, among the
various strategies of an offline environment such as promotion through newspaper, and
billboards, consumer loyalty programmes are the most effective in this regard. Through
enhancing the proximity of the stores, there are chances that consumer would repurchase and it
helps in forming brand loyalty (Jovović et al. 2017). On the other hand, companies also focus on
emotional advertising techniques which instigate social sharing and chances of brand loyalty.
Moreover, through providing bonus card and loyalty rewards brand loyalty could be created.
An instance of Nestle could be cited in terms of practising the creation of brand loyalty in the
offline environment. Thus, Nestle has introduced loyalty reward programmes that provide free
goodie from any Nestle outlets after accumulating 60000 points from shopping. Thus, the
company had concentrated on seminars and free testing samples in the schools and shopping
malls of Nestle products that had helped in rebuilding consumer loyalty in an offline
environment.
In a case of Johnson & Johnson, examples could be provided in terms of promoting the brand in
an effective manner for creating brand loyalty through consumer awareness (Silva and
Gonçalves, 2016). For this reason, the respective company has chosen the offline mode of
promotion such Loyalty Expo consumer loyalty programme conferences, that involved more
than 5000 parents along with their kids and was performed to deliver the brand loyalty while
ensuring consumer awareness and loyalty at the same time. Therefore, through personal
interactions, reward programmes, loyalty programmes, social sharing and increased proximity of
stores brand loyalty could be created in an offline environment.
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References
Jovović, M., Femić-Radosavović, B. and Lipovina-Božović, M., 2017. Comparative Analysis of
Results of Online and Offline Customer Satisfaction & Loyalty Surveys in Banking Services in
Montenegro. Journal of Central Banking Theory and Practice, 6(2).
Silva, G. and Gonçalves, H., 2016. Causal recipes for customer loyalty to travel agencies:
Differences between online and offline customers. Journal of Business Research, 69(11),
pp.5512-5518.
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