Become your buyer's preferred choice by adding value along these 3 touch points
Provide relevant value to your prospects and customers before, during and after the main transaction
How can you make your business stand out and ensure that it's seen as the first choice (or one of the first choices) in the market?
The key is to embed yourself at more touch points along the entire customer journey.
This means providing relevant value to your prospects and customers before, during and after the main transaction.
If you do this, you will enjoy increased Lifetime Value (LTV), retention and loyalty. You'll also have more repeat purchases by more deeply embedding buyers into your ecosystem.
Your goal is to provide value to your prospect or buyer that is relevant to their needs and desires at each of the 3 touch points so that you become their preferred choice (or THE preferred choice).
Here's how 3 companies in 3 different industries do this:
1\ IKEA (home decor):
- Before: Online catalog, room inspiration and planning tools
- During: Huge selection of home furnishing products, in-store restaurants
- After: Assembly services, free replacement parts, generous return policy
2\ McDonald's (fast food):
- Before: App deals, Menu and nutrition information online
- During: Drive-thru service, McDelivery
- After: Customer feedback survey with incentives, loyalty rewards
3\ Sephora (beauty products):
- Before: Beauty Insider community for advice and trends
- During: Sales of cosmetics and other beauty items
- After: Beauty Insider rewards program
SUMMARY
To make your business the first choice in the market and stand out from competitors, provide value to prospects and customers throughout their entire journey - before, during, and after the main transaction.
Doing so builds loyalty, increases lifetime value, embeds them more deeply into your ecosystem and makes you the preferred option.