All brands seek to have customers transacting frequently. The challenge is to keep first-time buyers coming back a second time. According to a publication made by Bluecore, it is said that on average 80% of the buyers of the retailers They are one-time buyers. To help this, there are elements that the brand can use to generate repetitive customers who have adherence or stickiness and can become loyal in the long run. stickiness and loyalty are important, but they have different characteristics.
Adhesion or stickiness It is the propensity that customers return to the brand and use it frequently. A product designed with adherence deepens the relationship with the customer over time, encouraging them to use it more often and have repeat purchases. When a customer has more than one purchase, you can increase the CLTV by 130%. For a product to have adherence with customers, it must include a competitive value proposition, product quality, convenience, price, user experience, among other factors.
Adhesion or stickiness is equal to the ratio between daily active users (DAUs) and monthly active users (MAUs).
stickiness = DAUs / MAUs
Example: If the brand has 3,500 daily active users and 6,000 monthly active users, then the brand has a 58% stickiness rate. This metric must be accompanied by others to make more accurate decisions, such as the measurement of abandonment.
stickiness and loyalty are very important for customer retention, both have as their mission to encourage customers to return, retain them and increase their value over time. However, between loyalty and stickiness there is a main difference, which is the “why” customers return to a brand. While stickiness focuses on the transactional value of customers buying from the brand, customer loyalty focuses more on the emotional value of the brand with consumers. Loyalty is more long-term, relationships of trust and when the customer is loyal, the customer will continue to buy from the brand regardless of whether competitors offer products with the same quality at a lower price.
The adherence or stickiness of customers, on the other hand, are more focused on new consumers, relying heavily on offering an optimal shopping experience and on factors such as convenience and relevance.
Neither loyalty nor adherence or stickiness they are more important than each other. In fact, adherence is a very important step to build customer loyalty. When a product or service offers what consumers are looking for in terms of value proposition, quality, price, convenience, it ensures that there will be repetitive purchases and that in the long term this will generate loyalty.