If there’s one thing every business owner knows: it’s cheaper to keep existing customers happy than to attract new ones. That can be easier said than done. In order to build brand loyalty, you must match your specific users’ habits. Because all customers are different, it’s most cost effective to address existing customers in a way that’s targeted to each’s individual needs and desires.

But there’s more to customer retention than being able to send them a personalized email that promotes the products they are likely to appreciate. The way you choose to approach your customer needs to reflect on your understanding of their communication needs and preferences.

For instance, you wouldn’t suggest Snapchat to your grandparents since not fitting to their use of digital technology and the way they communicate. You would stick to postcards instead. The same logic applies to your customers.

Digital-savvy customers want it quick and sweet

Customers who are confident with digital technology (aka: customers who are likely to rely on digital technology in their everyday life – whether domestic or professional) prefer companies that can adjust to their digital preferences. For instance, many businesses turn to SMS to interact with their customer base and build a loyalty strategy. Harley-Davidson uses SMS to invite loyal customers to a private presentation of their latest models.

The result? Happy customers who feel valued. It’s important to have an integrated communications strategy to combat generic messaging and targeting to specific customers. For further education, there are advanced studies like ms in integrated marketing programs that teach you how to market in the current digital revolution. 

Straightforward and back to basics for seniors

Seniors tend to be loyal customers if you don’t disturb the way they interact with the company.
For instance, where Millennials prefer an email with a promotion code, seniors continue to rely on coupons that can be collected and sent in the mail. They’re less reliant on digital communications for decision making, and more interested in traditional marketing tactics.

While this may not be the direction that you want your company to take, it’s important to continue to promote easy offline interactions for seniors if they’re part of your customer base. Patient and helpful staff are also beneficial to help guide your older customers through a purchase without any trouble.

Brand awareness for young customers and children

It may be surprising that children develop interest in brands very early. In fact, brand recognition starts as early as toddlers. Your choice of logo, visuals, and messaging will have an impact on these future buyers.

More importantly, a lot of children build an impression of a brand through the experience that they have with their parents. For example, a hotel that includes a children only section on its website will score positively for parents. Additionally, as the parents are more relaxed at the idea of interaction with the brand, the positive impression is transmitted to the children. Family-friendly businesses that create material for children are more likely to enjoy a large and loyal customer base.


Customer loyalty is an essential strategy for business growth. However, it requires specific approaches for each target group, concerning their communication preferences and their age. In the end, it’s not a one size fits all business.