Jelly Baby eBook – Chapter 7 ‘You can’t buy loyalty’


10 reasons why the Jelly Baby can serve as an inspiration for your brand – eBook

Chapter 7 – “YOU CAN’T BUY LOYALTY – but you can earn it”

Building a loyal fan base takes time, consistency and a great product. Jelly Babies are always there when you need them, in-store, in your desk drawer (we know who you are) or if you work with Spark, at every meeting we attend.

However, what sets Jelly Babies apart from the also-rans is that they have endured – remember Banjo bars, Fat Frogs, Spangles, Laser bars? Generation after generation has remained loyal to Jelly Babies so they must be doing something right!

Creating consumer loyalty is something all brands aspire to. Building this is a careful process of measuring the key metrics that define loyalty and then tweaking them over time to improve your brand scores.

Knowing your current brand NPS and the associated levers as well as if it is better or worse than your biggest competitor is essential. Clean slate brands are being launched daily, so you must ensure that you have brand ambassadors not just brand loyals.

Brand ambassadors beget brand loyalists and so on down the chain.

  • Do your repeat customers feel valued? What is driving this?
  • Are you favouring new customers over existing ones?
  • What is the churn rate of your brand?
  • Where are your churners churning to
  • What are the reasons for churn?

In a world where the only constant is change, building brand loyalty is a critical tool to combat the next big shock to the market.

Anyone for the last of the Fat Frogs?

Download the eBook here for the full story.

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