Building brand loyalty and keeping customers coming back

Uncovering the secret to winning customer loyalty

Ever wondered why some people happily queue for the latest iPhone, even when cheaper alternatives would do the job? It’s not just about features or price; it’s about an emotional connection that keeps them coming back. People trust Apple. They like what it stands for, they enjoy using the products, and the identify with the brand. For Barnsley businesses, building that kind of loyalty can become one of your most important advantages.

Not convinced? Check these stats on customer loyalty and retention:

Around 65% of a company’s revenue typically comes from existing customers
It costs 5-7 times more to find new customers than to keep existing ones
Loyal customers spend 67% more on average than new ones
Customers who trust a brand are 88% more likely to buy again

If that’s not enough, research shows 86% of buyers are willing to pay more for a great customer experience, while 73% will switch to a competitor after several bad ones. Keeping customers happy (and loyal) is a good business strategy.

Short on time? Here’s what you need to know:

Loyalty may be worth more than you think. Around 65% of a company’s revenue comes from existing customers, and they spend 67% more than new ones.
Brand loyalty and customer loyalty are different. Brand loyalty is emotional, with people buying because they connect with your values and identity. Customer loyalty is practical, and because of the experience you deliver.
Loyal customers save you money and bring in more business. It costs up to seven times more to win a new customer than keep an existing one. Loyal customers also recommend you to others, creating free word of mouth marketing.
Building loyalty takes more than discounts. Personal touches, consistent service, transparency, and your brand story all deepen connections and keep people coming back. Discounts can help, but they’re not the whole picture.
You can measure loyalty with simple metrics. Tracking Repeat Purchase Rate, Customer Lifetime Value, Net Promoter Score, and Loyalty Programme Participation will show how loyal your customers are and where to improve.

Brand loyalty vs customer loyalty – why both matter for your business

They may sound alike, but brand loyalty and customer loyalty aren’t quite the same thing. Knowing the difference can help you win more repeat business.

Brand loyalty is when customers choose you because of who you are. They connect with your values, trust your quality, and like what you stand for. So, even if there’s a cheaper or more convenient option, they’ll still pick you.

Take our famous brew, Yorkshire Tea, as an example. Even if PG Tips was on sale for half the price, chances are you’d still reach for the Yorkshire Tea. You enjoy the taste, you trust the quality, and you can’t help but love their no-nonsense branding.

Customer loyalty on the other hand is more about the experience you give people. It’s less emotional and more about the process of buying from you. Customers come back because it’s easy, reliable, and you make the process pleasant.

Think about your favourite independent bookshop. The owner greets you by name, remembers what you like to read, and orders in new releases just for you. Even with Amazon’s one-click convenience or a big chain down the road, you keep going back because you feel valued.

The ultimate goal is to have both. Customers who love your brand and enjoy buying from you.

Why customer loyalty beats chasing new customers

Loyalty isn’t just about getting people to buy from you again. It’s about creating a safety net for your business. When customers trust you, they’ll stick with you through market changes, price rises, and even when competitors try to tempt them away.

1. Word of mouth marketing that money can’t buy

When someone loves a brand, they don’t keep it to themselves. They tell others – and people trust a personal recommendation more than any advert. Whether they’re posting about you on social media or quietly telling a friend over coffee, they’re bringing you new customers for free.

2. Resilience during tough times

When money is tight, loyal customers are the ones who stick around. They’ve already built a connection with your brand, so they’re less likely to jump ship for a short-term bargain somewhere else.

3. Lower marketing costs

Finding new customers is costs five to seven times more than keeping the ones you’ve got. Loyal customers need less convincing too. They’re more likely to open your emails, click on your ads, or stop scrolling when they see your posts because they trust you.

4. A built-in competitive edge

Loyal customers have your back. If you hit a bump in the road or face a bit of bad PR, they’ll defend you because they believe in what you stand for. That support allows you focus on improving your business rather than constantly worrying about what your competitors are doing.

5. Reliable income you can count on

Repeat customers are the backbone of most successful businesses. They tend to spend more, buy more often, and keep your income predictable. That makes planning ahead much easier.

When you’ve got loyal customers behind you, it’s easier to weather the highs and lows, safe in the knowledge that you’ve got a solid base to build from.

10 ways Barnsley businesses can build lasting customer loyalty

Lasting loyalty comes from giving people emotional and practical reasons to keep choosing you. From small gestures to big strategies, these ten ideas will help you turn happy customers into regulars:

1. Make customers feel like VIPs

People remember how you make them feel, and small human touches can leave lasting impressions. These little extras tell customers they matter to you beyond the sale.

Ideas to try:

Welcome new customers with handwritten thank you notes
Add an unexpected bonus with their order
Offer exclusive online or in-person previews of new products

2. Personalise every interaction

Customers are more loyal when they feel seen and understood. Use what you know, from buying habits to preferences, to make their experience uniquely theirs.

Ideas to try:

Recommend products based on purchase history
Offer rewards tailored to shopping behaviour
Send personalised app notifications or exclusive content

3. Keep your brand voice consistent

Your tone and personality should shine through in every email, social post, and conversation. Consistency makes you instantly recognisable and builds trust.

Ideas to try:

Train your team to speak in your brand’s voice
Review your marketing to ensure it reflects your values
Use your brand voice to create a sense of community

4. Deliver a reliable experience

If customers know they’ll get the same great service and quality every time, they’ll have no reason to look elsewhere.

Ideas to try:

Maintain high standards for products and services
Be upfront about timelines and order updates
Put any mistakes right quickly and fairly

5. Let others speak for you

People trust other people more than they trust marketing, so let your customers be your best sales people – the more authentic, the better.

Ideas to try:

Share customer testimonials and reviews
Post customer photos and stories
Highlight real-life examples of how you’ve helped

6. Offer meaningful rewards

Points and discounts are fine, but personal and memorable rewards will create a real sense of belonging.

Ideas to try:

Host VIP events or offer behind the scenes access
Give your best customers early access to product launches
Build customer communities, online or in person

7. Build trust through transparency

Honesty builds credibility and trust. Even when the news isn’t perfect, openness shows you respect your customers.

Ideas to try:

Admit mistakes and explain how you’re fixing them
Keep people informed about service disruptions
Share the reasons behind your prices

8. Tell your story

People connect with people, and stories create emotional bonds that go beyond sales transactions.

Ideas to try:

Talk about your journey and why you started
Showcase the team behind your brand
Share how you support local causes or communities

9. Make every customer moment count

Every interaction you have with a customer matters – from the first website visit to post-purchase. When you go above and beyond, you’ll stick in their memory.

Ideas to try:

Offer helpful tips to new customers
Go the extra mile to resolve issues
Listen to customer feedback, and act on it

10. Keep the conversation going

Regular, useful content will keep you at the forefront of your customer’s minds and strengthens your relationship. Use emails, social media, and blog post to make people feel you’re talking directly to them.

Ideas to try:

Share genuinely useful tips and resources
Offer workshops or guest content
Communicate in a way that feels personal and relevant

By weaving these approaches into your everyday business, you’ll keep customers coming back. Even better, you’ll turn them into advocates who cheer for your brand and help it grow.

Is your loyalty strategy working? 4 simple ways to find out

If you’re putting the time and effort into building loyalty, you’ll want to know it’s paying off. These simple metrics will give you a clear picture of how well you’re doing:

Repeat Purchase Rate

This measures how often customers return to buy from you. How to track it: Number of repeat customers ÷ Total number of customers = Repeat Purchase Rate

Customer Lifetime Value (CLV)

This is the total amount a customer spends with you over the course of their relationship with your business. How to track it: There are two steps. 1. Average purchase value x Average number of purchases = Customer Value 2. Customer value x Average customer lifespan = Customer Lifetime Value

Net Promoter Score (NPS)

This is a simple way to see how likely customers are to recommend you to others. How to track it: Ask customers “On a scale of 0-10, how likely are you to recommend us?”. Scores of 0-6 are detractors, scores of 9-10 are promoters. Total % of promoters – Total % of detractors = Net Promoter Score

Loyalty Programme Participation

This is the number of people joining and actively using your loyalty scheme. How to track it: Record the number of people signing up, then track activity (points earned or redeemed, logins, etc) and monitor changes over time.

Real-life examples of brand loyalty you can learn from

Some brands seem to have cracked the code when it comes to customer loyalty. Here are a few well-known and favourite UK brands that show how it’s done:

Patagonia:

Sustainability isn’t just marketing for Patagonia – it’s at the core of their business. They repair, recycle, and reinvest profits into environmental causes. This creates a deep trust with eco-conscious consumers.

Amazon Prime:

Even though Amazon is often heavily criticised, people renew year after year for the convenience, free delivery, films, and music.

Apple:

The strong brand identity plus aftercare and training creates a fierce, lasting loyalty where price has very little to do with a decision to buy.

LEGO:

Fans can submit their own set designs which can become real sets sold in the shops if enough people vote, making customers part of the creative process.

M&S:

Trusted for quality and consistency across generations, they have a real emotional connection with customers.

Yorkshire Tea:

With good-quality teabags, authenticity, regional pride, and humorous marketing, Yorkshire Tea is a firm household favourite. Yorkshire Tea – Where Everything’s Done Proper

Why it pays to keep customers close

Brand loyalty and customer loyalty aren’t just nice to have, they’re essential for growth. By making customers feel valued, delivering consistent quality, and creating emotional connections, you’ll build a community of fans who’ll stick with you through thick and thin.

When every customer feels like a VIP, you’ll spend less time chasing sales and more time welcoming them back.

Looking for the right environment to grow your business in Barnsley? The Business Village offers flexible office space, expert support, and a community that helps you thrive.

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