Retail Marketing Summit: Adore Beauty CMO breaks brand loyalty down to two key points

Chief marketing officer at Adore Beauty, Dan Ferguson, stresses the importance of building customer loyalty for the year ahead as economic pressures hit retailers harder than ever.

Delivering a keynote at the Mumbrella Retail Marketing Summit on Wednesday morning, he broke brand loyalty down into two key concepts: the two ‘Ps’ – program and personal.

Ferguson delivering the keynote at the 2024 Mumbrella Retail Marketing Summit

Program describes all the “structural stuff”, according to Ferguson. Not just about a retailer’s loyalty programs, the concept refers to the factors – reach, frequency and impact – that loyalty is built upon and trust comes from.

Personal – which Ferguson admitted is harder to measure – looks into the relationship building a brand does with its customers, and its transparency and authenticity.

“That second lens is often almost a friction point… it’s harder to measure and often no more meaningful,” he said.

“But they’re both really important, especially when considered together, and when you’re building a resilient customer base and focusing on loyalty, focusing on growing your customers and their interactions with you, you have to make that a priority.”

He said integrating loyalty right across the customer experience is essential to nailing the two ‘Ps’, sharing the example of Adore Beauty’s many offerings – the Adore Podcast, Adore Beauty App, Adore Society, Adore Retail Media, and Adore Subscribe & Save.

Adore Beauty’s main podcast, Beauty IQ

Over the past five years, the brand has expanded these paths to increase its frequency in engaging its customers and reach a wider audience.

The proof is in the pudding, as it has reached 6.7 million downloads across its nine podcasts since launch, and was awarded the Best Branded Podcast at the Australian Podcast Awards last year.

In the context of a retailer, the honesty a brand shares about its products is vital to building brand loyalty under the personal umbrella, according to Ferguson.

“You’re not perfect of a retailer, you’re not perfect as a brand, you need to embrace your rough edges as well – and that’s just an additional piece to add value to your brand,” he explained.

“I’ve watched our [podcast] episodes and have seen what attracts or disengages our audience…And talking about stuff honestly works a lot better. Honesty will generate long-form trust and ultimately add so much value to your brand,” he concluded.


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