Building meaningful loyalty

Brand loyalty is critical to the success of any business  whether it is created by adding value by removing obstacles to purchase, enhancing the experience or direct engagement.

We’ve found three case studies that brands have built loyalty with great success, by paying attention to customers needs and wants.

Dan Murphy’s annual membership for unlimited deliveries builds true value by removing one of the key obstacles to purchase.

Now customers can spend more time engaging with the products and reviews they want to, not a a time sapping and expensive delivery process. By removing an obstacle to purchase they have not only increased convenience, they have also engineered a reason to return that is hard for competitors to emulate.

Creating loyalty by rewarding the true ‘frequent flyer’ through exclusivity and status that enhance the consumers flying experience.

The Qantas Frequent Flyer program rewards brand loyalty through a tiered program that offers exclusivity and ‘status’ These ‘status’ points are different to regular ‘Frequent Flyer’ points because they can only be earned through flights with benefits that range from ‘bronze’ priority check-in to dedicated ‘platinum status’ events. In an industry that seems to be currently defined by cost, a race to the bottom is detrimental to both brands and consumers in the long term. By rewarding loyalty with a more premium experience Qantas creates brand value that cannot be bought through any marketing channel.

Philip Shaw is creating a culture that rewards their community with honest and unique conversation.

Despite a long history of creating award winning wines,  Philip had became less interested in creating wines for a ‘critics palate’ in favour of a creating an outstanding wine for the educated everyday wine drinker. In a highly competitive industry often differentiated solely on awards and critics opinions, how do you take control back and differentiate yourself. By creating a ‘personal’ engagement at every opportunity throughout the sales process from the tone of voice in the tasting notes that resembles a tasting at the cellar door through to recipes for food matching, Philip Shaw has been able to differentiate themselves through honest and unique conversations.

Helium partner with brands to articulate, disrupt, create change and challenge boundaries through creative thinking and strategy.

We start by taking an elevated view of your business problem, looking beyond channels to understand the bigger picture. This enables us to create engaging communications that successfully infuse creative strategy with measured design to meet your goals, deliver change and create inspiring intelligent solutions.