{"id":111269,"date":"2022-03-22T15:00:00","date_gmt":"2022-03-22T20:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/how-molton-browns-authentic-relationships-boost-customer-loyalty-and-brand-reputation\/"},"modified":"2024-12-21T05:51:53","modified_gmt":"2024-12-21T10:51:53","slug":"how-molton-browns-authentic-relationships-boost-customer-loyalty-and-brand-reputation","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/how-molton-browns-authentic-relationships-boost-customer-loyalty-and-brand-reputation\/","title":{"rendered":"How Molton Brown\u2019s authentic relationships boost customer loyalty and brand reputation"},"content":{"rendered":"

Does your strategy build loyalty and emotional connections between your brand and your customers? Businesses that understand how customer relationships are like personal relationships are the ones who are often seen to succeed. In our era, after all, a good product alone is no longer good enough.<\/p>\n

Most modern brands build relationships with customers via high-quality, highly relevant, personalised content. As such, a vague understanding of an audience is not enough. Marketing teams need data-driven insights\u2014like detailed customer personas\u2014in order to build stronger emotional connections, empathy, and brand loyalty. For the most effective businesses, it’s part of their culture; their authenticity is key to their success.<\/p>\n

A brand that does this well is one on my client list, Molton Brown. They have proven time and time again that they are genuine, taking the time and effort to nurture relationships across multiple touch points. Here’s how.<\/p>\n

Caring for staff <\/h2>\n

Back in October, I received an email from Molton Brown’s Digital Marketing Manager asking if DAC could update their hours to closed for Tuesday 19 October for all their Google Business Profile (GBP) listings across the UK. The reason? Molton Brown was having a “Wellness Day” for all staff.<\/p>\n

I was stunned that a business would shut all its stores and miss a whole day of revenue\u2014not because their staff didn’t deserve it, but because, let\u2019s face it, most businesses would encourage employees to use personal time off instead. I was also impressed that customers were going to be informed via multiple touch points. Of course, one would expect the usual update on socials and emails (though we notice that many businesses miss this completely), but only a minority of brands update their local listings, either because it doesn’t occur to them, or they assume it will take too much time. DAC’s award-winning approach to local<\/a>\u2014comprising dedicated teams, bespoke strategies, and proprietary platforms\u2014make that process almost effortless.<\/p>\n

\"Molton<\/p>\n

This gesture from Molton Brown exhibited its respect for all current and potential customers. More importantly, it showed staff\u2014and the wider world\u2014that Molton Brown value their people and not only revenue. It suddenly becomes more than a brand. It’s a story, an experience, a feeling\u2014and studies have shown how emotions can influence people\u2019s decisions. Harvard Business School professor Gerald Zaltman, for instance, showed that emotion drives brand loyalty<\/a> in his book “How Customers Think: Essential Insights into the Mind of the Market”.<\/p>\n

Caring for co-workers <\/h2>\n

Just before Christmas, my colleague and I each received an email from Molton Brown that expressed their gratitude for DAC’s work over the year, wished us a happy Christmas, and included a thank-you gift for the holidays (yes, of course it was a Molton Brown gift!).<\/p>\n

Small gestures like this can make a big difference. It was evident again how appreciation and kindness are instilled in Molton Brown’s culture and manifest in all their relationships. People respond well to brands who do this in a genuine manner.<\/p>\n

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