Is Engaging Dormant Customers Worth It?
Brand is built on values. The value comes from living those values to drive business loyalty.
Brand is Built on Being Human
I recently posted on BlueSky (forgive the typo please): “Corporate Values do NOT equal Business Value. Having corporate values can add value; but it is not a guarantee. Adding value has to be built into the everyday execution of the company.”
Few companies embody that understanding then Chewy. They understand their customers (pet lovers!) and lean into that ethos in their customers’ toughest days. As someone who lost a pet as a customer of Chewy, it’s true. They get it.
» The Truth About Chewy (via Instagram Reels)
Dormancy is not Unique. It’s the Holy Grail for Marketers.
Yeah, you read that right.
No one wants dormant customers, but they exist. Some for good reason, but many times, dormancy begins slowly, and quietly, and then the company works overtime to bring people back. My friend Hai Rai who works with financial institutions equated the fight against dormancy with the Starbucks Pumpkin Spice Latte.
» CUInsight: What a $6 latte reveals about credit union dormancy
Y2K is back, but it’s the good kind this time.
Gone are the fears of computers crashing. Now the fear is computers taking over the world. But rest assured, we have our Cool Ranch® Doritos® Locos Tacos and Caramel Apple Empanadas at Taco Bell! Yes, my husband recently came home with a bag full of goodies because he we are 2000s kids. I remember this menu. And lately I’ve been playing music from the same period and the nostalgia has a nice ring to it. And Taco Bell is seeing the impact of the old menu. It’s why McDonald’s brought back their Monopoly game. Nostalgia wins.