Welcome to the digital reality! As an entrepreneur, you already know: the internet fundamentally changes the way we buy, live, and work. Purchase decisions are made online today. Anyone who now ignores the internet and a digital presence has clearly overlooked something crucial in their strategy. Our customers research online, compare products, read reviews, browse prices, and yet – many still buy offline. A phenomenon we know as ROPO (research online, purchase offline). However, one thing remains a fact: The consumer behavior of our potential customers has fundamentally changed.
When the click determines the price...
Today's customer therefore compares very closely between your offer and that of the competition just one click away. It's no more than that – just one click! Every day, your customers gain more independence and influence on the market. Rightfully so, because the customer is king! Additionally, new gatekeepers (or let's say gatekeepers, as PR so nicely puts it) like Google, Facebook, and other algorithms decide who still gets market access and who gets lost in the online mass. Many companies therefore wonder whether the price of a product or service will be the only criterion for decision-making in the future. Are price reductions and discounts the only way to entrepreneurial success, and are we mercilessly at the mercy of our customers?
...but price is not everything.
In these situations, one can certainly achieve a lot with the calculation of classic economic indicators and record an increase in sales at the end of the year. But how long can that last? Let's not fool ourselves! Eventually, you will have optimized everything to the maximum and cut costs. Nevertheless, it may happen that business success fails. What to do? I'll tell you an open secret: When it comes to entrepreneurial success, price – whether online or offline – is not everything. What really matters and ensures the long-term success of your business are loyal and enthusiastic customers. They will pay you prices that make the competition shake their heads! Look at Apple. Their products are (unfortunately) no longer much better and more innovative than those of the competition. And yet, every launch of a new, overpriced (?) product is a success. (For now! In the long run, the price-performance ratio must also be right.) So, a low price is indeed not everything! What customers really want is to become a fan of your brand. They want to be inspired. They want your products, your service, or your company to become a personal emblem for the user to identify with. Your customers want to be fascinated. They want to be part of your success story! The question is: Are you even giving your customers the opportunity to do so?
Customer loyalty requires passion, courage, and fascinating moments
Yes, that's exactly what it needs! Customer loyalty is what brings users to your website and your social media channels. Customer loyalty is what keeps your competition up at night. Passion, courage, and a fascinating corporate core are what enable relationships between people even in this digital world. And that's exactly what you need to achieve sustainable business success. We need pioneers and challengers who see the digital transformation as an opportunity for customer loyalty and reputation management and actively engage with these topics in companies. This way, you not only increase the awareness and relevance of your brand, but also contribute to the sustainable development of your company. Only if you are now open to new paths will you succeed in the digital transformation and digital customer loyalty. And this will have a positive impact on the revenues of your brick-and-mortar business as well as your digital business immediately. Yes, this is a plea. I hereby challenge you to become a pioneer of fascination. Show the competition how it's done!
