Mastering Full Service DTC Digital Marketing for Shopify E-commerce Agencies

In today’s fast-paced digital landscape, standing out as a Shopify e-commerce brand is more crucial than ever. You need a strategy that not only captures attention but also drives sales. That’s where full-service DTC (direct-to-consumer) digital marketing comes into play. This approach integrates all aspects of marketing—from social media and email campaigns to SEO and content creation—ensuring your brand reaches its audience effectively.

By leveraging a comprehensive DTC strategy, you can create a seamless shopping experience that resonates with your customers. It’s not just about driving traffic; it’s about converting that traffic into loyal buyers. With the right agency by your side, you can navigate the complexities of digital marketing and unlock your store’s full potential. Get ready to elevate your e-commerce game and watch your sales soar.

Understanding Full Service DTC Digital Marketing

Full service direct-to-consumer (DTC) digital marketing involves a comprehensive approach that integrates various strategies to connect with customers directly. This method emphasizes building brand relationships and promoting products using digital channels.

Definition of DTC Digital Marketing

DTC digital marketing focuses on selling products straight to consumers without intermediaries. This strategy enables brands to control the entire customer experience. Key elements include:

• Social Media Marketing: Engages customers through platforms like Facebook, Instagram, and Twitter. It creates brand awareness and encourages interaction.
• Email Marketing: Sends personalized messages and promotions directly to consumers’ inboxes. It helps retain customers and boosts repeat purchases.
• Content Marketing: Produces valuable and relevant content to draw in and inform potential customers. It includes blogs, videos, and infographics to enhance engagement.
• Search Engine Optimization (SEO): Optimizes website content to rank higher on search engines. This increases visibility and drives organic traffic.
• Pay-Per-Click Advertising: Uses targeted ads to reach specific demographics. This method drives immediate traffic while allowing for precise budget control.

Overall, DTC digital marketing focuses on directly reaching out to consumers and building a loyal customer base. Understanding each component allows Shopify e-commerce brands to create effective strategies that lead to sustained growth and customer satisfaction.

Importance for Shopify E-commerce Agencies

Full service DTC digital marketing holds significant importance for Shopify e-commerce agencies due to various factors:

• Direct Customer Engagement: You interact directly with your customers, fostering meaningful relationships. This reduces reliance on third-party retailers and enhances brand loyalty.
• Data-Driven Insights: Access to consumer data allows you to tailor marketing efforts. Analyzing customer behavior helps refine strategies and improve overall performance.
• Effective Brand Building: Communicating directly enhances brand identity. A cohesive digital presence leads to increased recognition and trust among consumers.
• Increased Sales Opportunities: Engaging consumers through multiple channels opens up numerous revenue streams. Consistent messaging across platforms can encourage conversions and upselling.
• Competitive Advantage: A full-service DTC approach differentiates your agency from competitors who may focus on traditional retail methods. Adopting this strategy positions your agency for success in a crowded marketplace.

Utilizing full-service DTC digital marketing empowers Shopify e-commerce agencies to develop strong connections, improve sales, and maintain a competitive edge.

Key Components of Full Service DTC Digital Marketing

Full-service DTC digital marketing combines various strategies to effectively reach and engage customers. The following components play vital roles in this approach.

Audience Research and Targeting

Audience research focuses on identifying and understanding potential customers. You can gather data through surveys, social media insights, and market analysis. These methods reveal demographic information, purchasing habits, and preferences. With a clear audience profile, you can tailor your marketing strategies to align with their needs.

Targeting involves segmenting your audience into specific groups. You can categorize them based on factors such as age, gender, location, and interests. This segmentation enables precise marketing tactics. For example, a campaign aimed at young adults may utilize modern social media platforms, while older customers may respond better to email newsletters.

Utilizing tools like Google Analytics and Facebook Audience Insights helps track user behavior. Understanding how potential customers interact with your brand online aids in refining your strategies. With data-driven targeting, your marketing efforts become more effective, leading to higher conversion rates and improved customer loyalty.

Brand Positioning and Messaging

Brand positioning defines how your brand is perceived in the market. Establishing a strong position sets you apart from competitors. To create effective positioning, identify your brand’s unique selling points. Highlight what makes your products or services distinct from others in the market.

Messaging encompasses the tone and language used to communicate with customers. Consistent messaging across all channels reinforces brand identity. You can create compelling values that resonate with your audience. Clear messaging helps customers understand your brand’s mission and vision.

Using storytelling techniques can enhance your messaging. Share customer testimonials or success stories to create relatable content. This approach humanizes your brand and builds trust with your audience. Establishing strong brand positioning and messaging aids in building long-lasting customer relationships.

Content Creation and Marketing

Content creation is a cornerstone of DTC digital marketing. You need engaging and valuable content that attracts your target audience. Creating diverse content formats, such as blogs, videos, and infographics, keeps your audience engaged. Each format serves different purposes; for instance, blogs provide in-depth insights while videos can showcase product features effectively.

Utilizing SEO techniques enhances content visibility. Research keywords related to your products or services and incorporate them naturally into your content. This practice improves your organic search rankings, driving more traffic to your website.

Content marketing goes beyond creation; it involves distribution as well. Share your content across social media platforms and email campaigns. Leverage partnerships with influencers or brands for wider reach. Consistent and strategic content marketing keeps your audience informed and interested, translating into increased engagement and sales.

Multi-Channel Strategy Implementation

A multi-channel strategy consists of utilizing various platforms and channels to promote your brand. You can engage with customers through social media, email, and online advertising, creating multiple touchpoints. This approach allows customers to interact with your brand through their preferred channels, enhancing their overall experience.

Consistent branding across channels is crucial. Ensure your visual identity and messaging align, regardless of the platform. This consistency fosters brand recognition and trust among your audience.

You can track performance metrics across channels to optimize efforts. Tools like Google Analytics provide insights into how different platforms contribute to sales. Analyzing this data helps in adjusting your strategy for improved outcomes. By implementing a well-rounded multi-channel strategy, you connect effectively with your audience, enhancing overall sales and brand loyalty.

Setting Up Your Shopify E-commerce Agency for Success

Setting up your Shopify e-commerce agency effectively requires strategic planning in various areas. Each component plays a vital role in achieving success in digital marketing.

Selecting the Right Shopify Plan

Choosing the suitable Shopify plan defines your agency’s operations and potential growth. You should assess your business goals first. Evaluate features that align with your objectives. Shopify offers different plans—Basic, Shopify, Advanced, and Shopify Plus. Each plan comes with unique features regardless of size.

• Basic Plan: Ideal for startups and small businesses. It offers essential e-commerce tools essential for launching an online store.
• Shopify Plan: Best for growing businesses. This plan includes advanced reports and gift cards, enhancing customer experience.
• Advanced Plan: Suitable for larger operations that require detailed reporting and lower transaction fees. This plan supports multiple staff accounts and international selling.
• Shopify Plus: Tailored for high-volume businesses. This plan provides custom solutions and is best for targeting multiple markets.

When selecting, consider transaction fees and payment gateways. Additionally, examine any apps crucial for your operations. A strategic choice means aligning features with your expected growth.

Integrating Necessary Apps and Tools

Integrating the right apps and tools elevates your agency’s efficiency and effectiveness. Many applications enhance your Shopify store’s functionality.

• Email Marketing Tools: Platforms like Klaviyo or Mailchimp enable effective customer engagement through targeted campaigns. Email analytics help refine strategies for better interaction.
• SEO Tools: Use apps like Plug in SEO or SEO Manager to optimize site visibility. These tools assist in keyword research and tracking performance.
• Social Media Integration: Connecting platforms like Facebook and Instagram allows seamless marketing. Use tools like Shopify’s Facebook channel to manage ads directly.
• Analytics Tools: Google Analytics or Shopify’s in-built analytics provide insights into customer behavior. Tracking metrics guide future marketing efforts.

Selecting and integrating the right apps ensures a smoother customer experience. Optimization efforts improve sales and engagement across platforms.

Designing an Optimized Website

Designing an optimized website significantly impacts user experience and conversion rates. Your e-commerce site should be visually appealing while maintaining usability.

• Responsive Design: Ensure your website adapts to various screen sizes. A mobile-friendly format enhances accessibility and customer satisfaction.
• Fast Loading Times: Websites should load quickly to reduce bounce rates. Optimize images and consider using a Content Delivery Network (CDN) for improved performance.
• Clear Navigation: Simplified menus and search functions allow users to find products easily. This feature enhances usability and fosters a positive shopping experience.
• Compelling Product Pages: Use high-quality images and detailed descriptions for each product. Include features, benefits, and customer reviews to aid purchasing decisions.

Design with your target audience in mind. A well-structured website encourages repeat visits and drives sales, setting your agency up for success in the competitive e-commerce landscape.

Developing an Effective DTC Marketing Strategy

A well-defined direct-to-consumer (DTC) marketing strategy maximizes your Shopify e-commerce potential. This strategy focuses on fostering relationships with customers and enhancing brand loyalty.

Creating a Unique Value Proposition

Define your unique value proposition (UVP) to set your brand apart. Your UVP identifies what differentiates your products and services from the competition. Focus on key factors such as quality, pricing, customer service, and product features.

List the following steps to create your UVP:

1. Analyze competitors: Examine your competitors’ strengths and weaknesses.
2. Identify customer needs: Research what your target audience values most in products.
3. Highlight benefits: Emphasize the specific benefits customers gain from choosing your brand.
4. Craft a clear statement: Combine your research into a concise statement that communicates your unique offerings.

A compelling UVP attracts potential customers and aligns your marketing messages. Tailor this message across all marketing channels, ensuring consistency in every communication touchpoint.

Building Customer Personas

Building accurate customer personas helps you understand your audience better. Personas represent your ideal customers based on data and research. Creating detailed personas allows for targeted marketing efforts.

Follow these steps to build effective customer personas:

1. Gather data: Collect demographic information such as age, gender, location, and income.
2. Conduct surveys: Utilize surveys and interviews to gain insights into customer preferences and pain points.
3. Segment your audience: Divide your audience into distinct groups based on similarities in behavior and needs.
4. Create persona profiles: Develop profiles that illustrate each persona’s characteristics, motivations, and challenges.

Use these personas while crafting your marketing strategies. Personalizing your campaigns based on these insights improves engagement and increases customer retention.

Setting SMART Goals

Setting SMART goals provides clarity and direction for your DTC marketing campaigns. The SMART framework ensures your goals are specific, measurable, achievable, relevant, and time-bound.

Implement the following steps to set effective SMART goals:

1. Specify your objectives: Clearly outline what you aim to achieve, such as increasing sales or enhancing customer engagement.
2. Measure progress: Determine how you will track performance, such as using analytics tools to monitor website traffic.
3. Ensure achievability: Set realistic goals based on your resources and capabilities.
4. Align with your brand vision: Goals should align with your overall brand strategy and mission.
5. Set deadlines: Establish a timeline for each goal to maintain accountability.

SMART goals streamline your focus and guide decision-making. Review these goals regularly to assess your progress and make necessary adjustments.

Executing Your Digital Marketing Campaigns

Executing effective digital marketing campaigns requires careful planning and strategic execution. Focus on diverse channels to maximize reach and engagement.

Launching Compelling Social Media Ads

Launching effective social media ads enhances brand visibility and drives traffic. Begin by identifying your target audience using detailed demographic data. Next, craft visually appealing ads that resonate with your audience. Use attention-grabbing headlines and clear calls to action.

Consider platforms like Facebook, Instagram, and Pinterest depending on where your customers spend time. Allocate budget on a cost-per-click basis to optimize your ad spend. Use analytics tools to track ad performance and adjust targeting as necessary.

Analyze engagement metrics such as clicks, shares, and comments to refine future ads. Conduct A/B testing with different visuals and copy to determine the most effective combinations. Iteratively optimize ad strategies based on these insights to improve overall marketing efforts.

Incorporate seasonal themes and promotions in your ads to enhance relevance and urgency. Engage with users through comments and messages to foster connections and build trust. Consistency in branding across all ad formats reinforces brand recognition.

Crafting Engaging Email Campaigns

Crafting engaging email campaigns directly reaches consumers and nurtures relationships. Start by building a quality email list through subscription incentives like exclusive discounts or valuable content.

Segment your audience based on behavior, preferences, or demographics for targeted messaging. Create compelling subject lines to increase open rates, ensuring they reflect the email’s content accurately.

Utilize a clean, organized email layout with appealing visuals and clear copy. Incorporate links to relevant products or content within the email to encourage action. Maintain a balance between promotional content and valuable information to keep your audience engaged.

Employ automated email sequences to nurture leads through different stages of the buying process. Send welcome emails, abandoned cart notifications, and post-purchase follow-ups. Personalization based on customer data improves engagement and retention.

Analyze campaign performance metrics such as open rates, click-through rates, and conversion rates. Use these insights to refine future emails, tailoring your approach based on what resonates most with your audience.

Analytics and Performance Measurement

Performance measurement and data analysis are crucial for optimizing full-service DTC digital marketing strategies. Utilizing analytics enables you to make informed decisions, refine approaches, and achieve marketing goals.

Key Performance Indicators (KPIs) to Track

Establishing key performance indicators (KPIs) helps assess the effectiveness of marketing efforts. Focus on specific metrics for clear insights.

1. Conversion Rate: Measure the percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter. This metric indicates the effectiveness of your website and marketing strategies.
2. Customer Acquisition Cost (CAC): Calculate the total cost of marketing and sales strategies divided by the number of new customers acquired during a specific timeframe. A lower CAC reflects efficient marketing tactics.
3. Average Order Value (AOV): Determine the average amount spent per order by dividing total revenue by the number of orders. Increasing AOV can boost overall sales and profitability.
4. Customer Lifetime Value (CLV): Estimate the total revenue generated from a customer throughout their entire relationship with your brand. Understanding CLV aids in budget allocation for customer acquisition efforts.
5. Website Traffic: Monitor the total number of visitors to your site, along with metrics like unique visitors, bounce rate, and session duration. Analyzing traffic patterns provides insights into audience engagement.

By tracking these KPIs, you can evaluate performance and adjust strategies as necessary to achieve better results.

Tools for Monitoring Performance

Selecting the right tools for monitoring performance enhances data collection and analysis efficiency. Utilize these options for optimal insights.

1. Google Analytics: Track website traffic, user behavior, and conversion rates. This powerful tool offers in-depth insights into user engagement and source effectiveness.
2. Shopify Analytics: Use built-in analytics features within the Shopify platform. These tools provide essential metrics related to sales, customer behavior, and store performance.
3. Social Media Analytics: Platforms like Facebook, Instagram, and Twitter offer analytics dashboards. Review user engagement, reach, and follower growth to gauge the success of social campaigns.
4. Email Marketing Tools: Services like Mailchimp or Klaviyo provide reports on email performance. Analyze open rates, click-through rates, and conversion rates to improve future campaigns.
5. Heatmapping Tools: Tools such as Hotjar or Crazy Egg visualize user interaction on your website. Use heatmaps to identify popular areas on your site and improve user experience.

Utilizing these tools streamlines the performance monitoring process, allowing you to make informed adjustments to your marketing strategies.

Analyzing Customer Feedback

Customer feedback analysis plays a vital role in refining marketing strategies and enhancing customer satisfaction. Gather and evaluate input for better decision-making.

1. Surveys: Conduct post-purchase surveys to gather feedback on customer experiences. Use quantitative and qualitative questions to gain comprehensive insights.
2. Reviews and Testimonials: Monitor customer reviews on your website and third-party platforms. Positive reviews can boost credibility, while constructive criticism highlights areas for improvement.
3. Social Listening Tools: Implement tools to monitor brand mentions on social media and relevant forums. This approach captures public sentiment, allowing you to address concerns promptly.
4. Customer Support Interactions: Review interactions with customer support teams. Analyzing inquiries and resolutions helps identify common pain points and improve the customer experience.
5. Focus Groups: Organize focus groups consisting of your target audience for in-depth discussions. Direct feedback helps uncover expectations and preferences.

Analyzing customer feedback regularly aids in adjusting strategies, facilitating better engagement, and improving customer relationships.

Troubleshooting Common Issues

When running a full-service DTC digital marketing strategy for a Shopify e-commerce agency, encountering issues is common. Identifying and resolving these problems promptly improves performance and maximizes results.

Low Conversion Rates

Identifying low conversion rates is crucial for any Shopify business. Analyzing your website’s user experience often reveals issues. Evaluate loading speed; a fast site enhances engagement. Optimize product pages by improving descriptions and images. Reduce forms to make checkout simpler. Offer various payment options to cater to all customers.

Testing various call-to-action (CTA) buttons also aids in finding what engages better. Create urgency through limited-time offers or discounts. Implement retargeting ads to reach visitors who didn’t convert on their first visit. Monitoring customer feedback provides insights into product appeal and pricing, ensuring you meet customer expectations.

High Shopping Cart Abandonment

High shopping cart abandonment can significantly impact sales. To address this, examine your checkout process. Streamline it to minimize friction; too many steps can deter purchases. Display security badges to reassure customers regarding payment safety. Including a progress bar informs users of remaining steps.

Sending follow-up emails to remind customers of their abandoned carts can recover lost sales. These messages should include enticing offers to reel customers back. Offering free shipping on the first purchase can also encourage completion. Tracking analytics helps understand the abandonment reasons, allowing targeted solutions.

Ineffective Advertising Campaigns

Ineffective advertising campaigns waste resources and hinder sales. Evaluating your ad targeting is essential. Ensure you focus on the right audience segments that align with your products. Testing different ad placements and formats helps determine what performs best.

Analyzing ad performance metrics gives insights into what campaigns need adjustments. Identify which platforms yield the best results and concentrate efforts there. Craft compelling copy paired with captivating visuals to draw in potential customers. Utilizing A/B testing to compare ad variations can highlight the most effective strategies.

By addressing these common issues, you can enhance your DTC digital marketing efforts, ultimately driving sales and fostering customer loyalty.

Tips for Ongoing Optimization

Ongoing optimization is crucial for enhancing your DTC digital marketing strategy. Implementing best practices ensures your marketing efforts remain effective over time.

Continuous A/B Testing

Continuous A/B testing boosts conversion rates and maximizes marketing effectiveness. Focus on comparing two versions of a webpage or email to determine which performs better.

1. Identify Goals: Set clear goals for your A/B tests. Goals can include increasing click-through rates or enhancing conversion rates.
2. Choose Elements to Test: Select specific elements to test. Common elements include headlines, images, calls-to-action, and layout designs.
3. Create Variants: Develop two or more variants to test against each other. Ensure that changes are significant enough to discern performance differences.
4. Segment Audience: Divide your audience into groups. Groups should reflect your target demographics to provide accurate results.
5. Run Tests: Execute tests for a designated period. Allow enough time for data collection to ensure results are statistically significant.
6. Analyze Results: Review performance metrics such as conversion rate and engagement. Determine the winning variant based on the data.
7. Implement Changes: Apply successful changes to your marketing campaigns. Continually optimize by repeating the A/B testing process.

Utilizing A/B testing leads to data-driven decisions that help refine your marketing strategies and drive sales.

Staying Updated with Marketing Trends

Staying updated with marketing trends is essential for maintaining a competitive edge. Regularly adapting to changes ensures your strategies resonate with your audience.

1. Follow Industry Leaders: Subscribe to blogs and newsletters from authority figures in digital marketing. Industry leaders share valuable insights and trends.
2. Join Marketing Forums: Participate in online communities and forums. Engage with other marketers to exchange ideas and learn about current trends.
3. Attend Webinars and Conferences: Take part in webinars and marketing conferences. These events provide firsthand knowledge of recent developments and innovative practices.
4. Utilize Social Media: Follow marketing trends on social media platforms. Platforms like Twitter and LinkedIn host discussions on emerging trends and strategies.
5. Read Market Research Reports: Analyze reports from research firms that provide insights into consumer behavior and market shifts. These reports inform strategic planning.
6. Monitor Competitors: Keep an eye on competitor activities. Understanding competitors’ strategies helps inform your approach and identify market gaps.
7. Test New Strategies: Experiment with innovative strategies as they emerge. Adopting fresh ideas keeps your marketing relevant and engaging.

By staying current with trends, you ensure your marketing strategies align with consumer expectations, ultimately driving engagement and sales.

Engaging with Your Customers

Engaging with your customers fosters loyalty and enhances overall brand experience. Strong interactions can lead to repeat purchases and positive referrals.

1. Utilize Email Marketing: Send personalized emails to your customer base. Engage customers with tailored content such as updates, promotions, and relevant products.
2. Respond Promptly: Address customer inquiries and feedback timely. Quick responses demonstrate that you value their opinions and concerns.
3. Leverage Social Media: Engage customers through social media platforms. Create posts that invite comments, questions, and conversations to build community around your brand.
4. Host Contests and Giveaways: Organize contests to encourage participation. Incentives like giveaways attract attention and promote sharing within customers’ networks.
5. Conduct Surveys and Polls: Gather feedback through surveys. Use this information to shape your products and marketing strategies based on customer preferences.
6. Share User-Generated Content: Showcase content created by customers. Sharing testimonials and experiences creates a sense of community and trust.
7. Offer Exceptional Support: Ensure your customer support team provides effective assistance. Helping customers resolve issues promptly increases satisfaction and strengthens relationships.

Consistent engagement leads to deeper relationships with your customers, enhancing brand loyalty and driving repeat business.

Conclusion

Embracing a full-service DTC digital marketing strategy is essential for your Shopify e-commerce success. By focusing on customer relationships and leveraging data-driven insights, you can create a powerful connection with your audience. This approach not only boosts sales but also enhances brand loyalty, setting you apart in a crowded marketplace.

With the right agency by your side, you’ll navigate the complexities of digital marketing with ease. You’ll implement tailored strategies that engage your customers and drive growth. Remember to continually optimize your efforts and stay informed about industry trends to maintain your competitive edge. Your commitment to fostering meaningful connections will ultimately lead to a thriving e-commerce business.

Frequently Asked Questions

What is a full-service DTC digital marketing strategy?

A full-service DTC (direct-to-consumer) digital marketing strategy encompasses various marketing channels to connect brands directly with customers. It integrates social media, email campaigns, SEO, and content marketing to build relationships, enhance loyalty, and drive sales.

Why is digital marketing important for Shopify brands?

Digital marketing is crucial for Shopify brands as it helps attract traffic, convert visitors into loyal customers, and enhance the overall shopping experience. A comprehensive strategy maximizes sales opportunities and maintains a competitive edge in the e-commerce landscape.

How can partnering with an agency benefit Shopify brands?

Partnering with the right agency can simplify complex digital marketing processes. Agencies bring expertise in various marketing components, allowing brands to focus on core business activities while effectively boosting customer engagement and sales.

What are key components of a successful DTC marketing strategy?

Key components include audience research, brand positioning, content creation, and multi-channel strategy implementation. These elements work together to enhance customer engagement, foster loyalty, and drive sales for Shopify brands.

How do I choose the right Shopify plan for my business?

Selecting the right Shopify plan depends on your business goals. Startups may benefit from the Basic plan, while high-volume businesses might require Shopify Plus. Assess your needs and choose accordingly for optimal results.

What role does website design play in e-commerce success?

Optimized website design is crucial in e-commerce for attracting visitors and encouraging repeat purchases. Focus on responsive design, fast loading speeds, clear navigation, and compelling product pages to enhance user experience and drive sales.

How do I develop a unique value proposition (UVP)?

To create a UVP, analyze competitors, identify customer needs, highlight product benefits, and craft a clear statement that differentiates your brand. A strong UVP helps communicate your brand’s unique offerings to customers.

Why are customer personas important in DTC marketing?

Customer personas help brands understand their audience better, enabling personalized marketing strategies. By gathering data, surveying customers, and segmenting audiences, brands can create relevant messaging that improves engagement and retention.

What is the SMART goal-setting framework?

The SMART framework stands for Specific, Measurable, Achievable, Relevant, and Time-bound. It provides clarity and direction for setting marketing objectives, allowing brands to track progress and make necessary adjustments effectively.

How can I measure the effectiveness of my digital marketing efforts?

Key performance indicators (KPIs) like conversion rate, customer acquisition cost, and website traffic help assess marketing effectiveness. Tools such as Google Analytics and Shopify Analytics can streamline data collection and analysis for ongoing optimization.

What are some common DTC marketing challenges?

Common challenges include low conversion rates, high shopping cart abandonment, and ineffective advertising. Identifying these issues can lead to actionable solutions that enhance marketing efforts and drive customer loyalty.

How can I optimize my digital marketing strategy continuously?

Continuous optimization can be achieved through A/B testing and staying updated with marketing trends. Regularly test different elements within campaigns to improve conversion rates and adapt strategies based on industry developments.

How can I engage customers to build loyalty?

Engaging customers effectively involves personalized email marketing, prompt responses on social media, and regular interactions. A focus on exceptional customer support and sharing user-generated content can deepen relationships, fostering loyalty and repeat business.