🧑‍🔬 How To Promote Customer Loyalty

Brand: Gymshark

Psychology Concept: In-Group Bias

Days Running: 239 Days
(This gives an indication of how it’s performing)

🧪 The In-Group Bias

In-group Bias is our tendency to favour people (and brands) who are part of the same group as ourselves (i.e., share common interests). We see this often when it comes to sports, religion, or hometowns - we feel a bigger connection to people who share these commonalities with us.

🤳 How Gymshark Uses The In-Group Bias

Gymshark has mastered the art of tapping into the in-group bias by creating a strong sense of community among fitness enthusiasts. Their ads are not just about selling products but about fostering a shared identity and belonging.

• Visuals and Messaging: Gymshark ads often feature diverse groups of people working out together, emphasizing the idea that fitness is more than an individual pursuit; it’s a community effort.

• Community-Centric Campaigns: By showcasing real customers and influencers who embody the Gymshark ethos, they create relatable and aspirational figures that viewers want to associate with.

• Inclusivity and Exclusivity: Their messaging makes you feel like joining the Gymshark community is joining a supportive, exclusive club where everyone shares the same values and goals.

🧠 How You Can Use The In-Group Bias

The key to leveraging the in-group bias in your own marketing is to create a strong sense of community and shared identity around your brand. Here are some practical steps to implement this:

• Create a Brand Community: Use social media groups, forums, or brand-specific hashtags to foster a community where your customers can share their experiences and connect with each other.

• Feature Real Customers and Influencers: Show real people using your products, sharing their stories and achievements. This makes your brand more relatable and trustworthy.

• Create an Us vs. Them Narrative: Highlight what sets your community apart from others and create an “us vs them” narrative. This can create a sense of exclusivity and pride among your customers.

• Use Shared Language: Use words that imply unity like “we” and shared language that only people in the community would relate to (e.g., Gymshark has some ads relating to skipping leg day)

By fostering a sense of belonging and shared identity, you can create a loyal and engaged customer base that sees your brand as more than just a product, but as a part of who they are.