{"id":70037,"date":"2020-12-07T12:15:00","date_gmt":"2020-12-07T12:15:00","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/using-retail-copywriting-to-build-brand-loyalty\/"},"modified":"2025-03-07T17:07:26","modified_gmt":"2025-03-07T17:07:26","slug":"using-retail-copywriting-to-build-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/using-retail-copywriting-to-build-brand-loyalty\/","title":{"rendered":"Building customer loyalty with on point retail copywriting"},"content":{"rendered":"

There\u2019s a science to customer loyalty, and it starts with touchpoints. Customers who have positive experiences with your company at every point in the research and buying processes are much more likely to become repeat customers and brand advocates.<\/p>\n

Improving every one of your company\u2019s touchpoints means getting savvy with your\u00a0content strategy<\/a> and retail copywriting. Here\u2019s how to do it.<\/p>\n

Touchpoint 1: Your website<\/strong><\/h2>\n

Keep it clear and useful<\/strong><\/h3>\n

Today, physical stores are only one ingredient in the retail mix. Shoppers are increasingly researching online before stepping into a shop. They may also take a look at an item in store first and then purchase it online later. Either way, purchasers are likely to come into contact with your website.<\/p>\n

This is where your digital content strategy starts. Your website needs to be clear, easy to navigate and contain useful information that customers can engage with.<\/p>\n

Product descriptions<\/strong><\/h3>\n

Good retail copywriting can add value and drive sales at every stage of the purchase process, and product descriptions are an important example. If you\u2019re selling a jumper, tell potential buyers how to wear it, the occasions it would work for and what it will look good with.<\/p>\n

It\u2019s all about inspiring people to buy, and showing the benefits of what you do is integral to successful\u00a0retail copywriting. But there is a balance here. Language that is too flowery and doesn\u2019t give people the information they need is likely to turn potential customers off. People still want to know what the jumper\u2019s made from, the fit and whether or not they can put it in the washing machine.<\/p>\n

Here\u2019s an example:<\/p>\n

This classic textured cable knit jumper is a perfect base for any winter outfit. Its twisted charcoal yarns are 100% cotton and machine washable, so you can be sure it will see you through winter for years to come.<\/em><\/p>\n

Or:<\/p>\n

Emblazoned with a proud stag badge on the chest, this jumper is great for chilly winter hikes or cosy nights around a campfire.\u00a0<\/em><\/p>\n

Which is better?<\/p>\n

Clever CTAs<\/strong><\/h3>\n

Whether you want your customers to sign up to a newsletter, buy a product or get in touch to find out more, you need to make the process simple and appealing.<\/p>\n

There are lots of creative tactics here, from choosing certain colours to making the form simple to fill out without having to give too much personal information. Generally, writing in the first person and using active verbs creates a more personal experience.<\/p>\n

Test it<\/strong><\/h3>\n

The only way to find out if your website is working well is to test it. Using web analytics<\/a> and usability testing<\/a>, you can see exactly how both potential and actual customers are interacting with your site. Try to identify the difference in experience between those that browse without buying and those that actually make a purchase. Here are some key questions to ask:<\/p>\n