Archetypes offer a powerful framework for understanding customers and how to relate to them more closely and efficiently. By tailoring loyalty strategies to different archetypal profiles, your company can create memorable experiences, increase engagement, and strengthen loyalty. In this article, we will explore how to build customer loyalty for each of the main archetypes using customized programs that resonate with their values and motivations.
1. Explorer: Seeking Freedom and Adventure
Strategy: Offer discovery and exclusivity experiences.
The Explorer customer values freedom and constantly seeks new experiences. To attract them, create campaigns that offer early access to products or exclusive advantages at destinations and events. It is also interesting to propose rewards for customers who try something new or excel in programs that prioritize novelty and innovation.
Loyalty Example: A points system that allows Explorers to exchange rewards for experiences like travel or outdoor activities.
2. Helper: Connected to the Community
Strategy: Offer social rewards and wellness benefits.
For the Helper archetype customer, programs that promote social causes and helping others have great appeal. Consider implementing rewards that contribute to NGOs or programs that involve volunteer actions. Customers of this profile value the opportunity to feel part of a community that cares for others.
Loyalty Example: Offer cashback points that can be converted into donations or participate in programs that allow the customer to invite friends for joint donations.
3. Lover: Focus on Connection and Emotional Experience
Strategy: Create sensory and memorable experiences.
To attract and engage the Lover archetype customer, offer a loyalty experience that promotes emotional connection and is memorable. Incentives that include personalized gifts, sensory experiences (such as exclusive tastings), and invitations to special events work well for this profile. Programs that allow customization are also valued by this archetype.
Loyalty Example: Offer an exclusive club where the Lover can access personalized products or services that provide unforgettable moments.
4. Hero: Driven by Challenges and Achievements
Strategy: Challenges with recognition and achievement rewards.
For the Hero archetype, a loyalty program needs to include challenges and performance-related rewards. This profile is characterized by ambition and determination, so including achievements and reward levels motivates them. Discounts or advantages for customers who complete certain challenges or reach specific goals can be very attractive.
Loyalty Example: Create a program where the customer earns special status and rewards by achieving goals or being among the first to complete monthly challenges.
5. Sage: Appreciator of Knowledge and Personal Development
Strategy: Rewards linked to learning and development.
To build loyalty among Sage archetype customers, offer knowledge-focused rewards. They are interested in programs that include access to exclusive content, workshops, and information that adds value. A loyalty program that includes tips, educational materials, and events promoting knowledge exchange attracts this customer profile.
Loyalty Example: Offer advanced content, workshops, and exclusive courses as rewards for Sage customers, highlighting the intellectual value of the relationship.
6. Creator: Seeking Originality and Authenticity
Strategy: Offer creative and customizable experiences.
The Creator customer values originality and likes to express themselves. Offer them rewards that allow them to customize products or services, creating something unique. A loyalty program that allows customization or offers exclusive items, designed for those who value design and innovation, is an excellent way to build loyalty.
Loyalty Example: A points system that allows the Creator to customize products or participate in limited editions, providing a sense of exclusivity.
7. Caregiver: Focused on Family and Collective Well-being
Strategy: Family and well-being rewards.
For customers with the Caregiver archetype, rewards that benefit personal and family well-being are the most attractive. This customer values security and stability, so offering advantages such as points programs that include health, beauty, and convenience products is appealing. Another option is to create advantages for the whole family, such as discounts on events or partnerships that enhance daily life.
Loyalty Example: A cashback program with family advantages, allowing points to be converted into health and wellness products or services.
8. Innocent: Appreciator of Simplicity and Happiness
Strategy: Offer direct rewards and simple communication.
The Innocent customer seeks joy and simplicity. To build loyalty, opt for a program with clear rules and direct rewards. Encourage repeat purchases with immediate discounts or surprise gifts. They respond well to cheerful and carefree loyalty campaigns with optimistic and easy-to-understand communication.
Loyalty Example: A digital loyalty card with easy-to-achieve rewards and surprise gifts that delight the customer with simplicity.
9. Ruler: Motivated by Control and Stability
Strategy: Exclusive rewards and premium status.
Ruler archetype customers value exclusivity, control, and status. A loyalty program that offers premium levels, personalized service, and rewards that promote stability and confidence is ideal for this profile.
Loyalty Example: Create a benefits club where the Ruler customer has access to VIP status, with priority service and exclusive access to products or services.
10. Outlaw: Attracted to Rule-breaking and Rebellion
Strategy: Bold and exclusive campaigns.
To attract the Outlaw archetype, offer a loyalty experience that promotes the feeling of breaking rules or challenging the norm. Seasonal campaigns with limited offers or exclusive products only for members of this club can captivate this profile.
Loyalty Example: A loyalty program that rewards unconventional actions, like bold reviews, and offers rewards in limited edition products or exclusive campaigns.
11. Jester: Seeks Fun and Spontaneity
Strategy: Fun rewards and surprises.
Jester customers value humor and fun. A loyalty program with playful elements, raffles, and surprise gifts is ideal for engaging this profile. Offer fun rewards, bonus points at events, and themed campaigns that encourage spontaneity.
Loyalty Example: A points system with chances for surprise raffles, unusual gifts, and rewards that involve entertainment or fun experiences.
12. Magician: Focused on Transformation and Creativity
Strategy: Experiences that transform and enchant.
The Magician archetype is attracted to transformation and innovation. Loyalty programs that offer transformative or exclusive experiences are attractive to this profile. Invest in campaigns with themes of magic or positive changes, reinforcing a deep connection with the customer.
Loyalty Example: Offer rewards in transformative experiences, such as workshops or events that promote well-being and personal growth.