Clientbook Blog
October 16, 2023

What is a brand advocate and why do retailers want them?

In the dynamic world of retail, where competition is fierce and consumer choices are abundant, there exists a hidden treasure trove of marketing power that savvy retailers are tapping into:  brand advocates.

These are not just your regular customers—they are the passionate, unwavering supporters who sing your brand's praises, defend it fervently, and influence others to do the same. 

So what does brand advocacy look like, how can brand advocates help retailers, and how can you cultivate brand advocates for your brand? Read on and we'll tell you all you need to know.

What is a brand advocate?

A brand advocate is a loyal and enthusiastic customer who not only repeatedly purchases products or services from a particular brand but also actively promotes and defends that brand within their social circles, both online and offline. 

These individuals have a genuine affinity for the brand, often stemming from positive experiences, quality products, or shared values. Brand advocates will be your biggest cheerleaders.

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How can brand advocates help retailers?

Customer advocates are real people who have formed meaningful connections with you and your brand, who help in your marketing efforts to spread the good word of your retail business and encourage their network of friends to become prospective customers.

We've created a list of ways that excellent brand advocates can help retailers expand their customer base and experience business growth:

1. Word-of-mouth marketing

Brand advocates serve as influential word-of-mouth marketers. Depending on the size of the brand advocate's audience reach, this can sometimes be known as influencer marketing or influencer content.

According to Nielsen, 92% of individuals trust word-of-mouth recommendations, making it one of the most successful and effective marketing strategies out there.

When brand advocates share their positive experiences with a brand, their friends, family, and social media followers are more likely to trust their recommendations. This results in authentic, cost-effective, organic marketing for retailers.

2. Increased sales

Brand advocates often drive increased sales through their recommendations and referrals. Their personal endorsement and personal connection to the brand carries significant weight, leading to higher conversion rates among potential customers.

3. Enhanced credibility

A brand advocate's endorsement adds credibility to a retailer's reputation. As impartial third-party endorsers, they can sway potential customers who may be skeptical of traditional advertising or other forms of marketing tactics. Positive reviews from a trusted friend or connection can go a long way in the retail space.

McKinsey & Company has found that high-impact recommendations from friends or family are up to 50 times more likely to trigger a purchase than a low-impact recommendation.

4. Customer loyalty

Advocates are not just one-time buyers; they are repeat customers who remain loyal to the brand. Their loyalty contributes to a stable and consistent revenue stream for retailers.

Through advocacy efforts and advocacy strategy, you can turn your customers into long-term clients. 

5. Valuable feedback

Brand advocates are typically engaged and willing to provide feedback, allowing retailers to gain valuable insights into their products, services, and customer experience. This information can be used to make improvements and provide a better product experience.

Whether you're gathering positive feedback or asking for helpful insights to create a flawless customer experience, your brand advocates will be one of your most valuable resources for you and your retail business. 

6. Community building

An advocacy program often forms communities of like-minded people who share their passion for the brand. These communities can be nurtured and leveraged to create a sense of belonging among customers.

When there's a personal connection and authentic exchange between content creators/brand advocates and your base of customers, customer happiness improves and you're sure to receive positive customer feedback.

7. Competitive advantage

In a saturated market, having a dedicated group of brand advocates and a platform of user-generated content sets a retailer apart from competitors. It's a unique asset that can be difficult for others to replicate.

How to find and cultivate brand advocates

While brand advocates are invaluable to retailers, they cannot be manufactured or bought. Instead, they must be cultivated through quality customer experiences, exceptional products, and authentic exchanges.

Retailers can find and and foster brand advocacy by:

  • Providing exceptional customer services
  • Delivering consistent product experience and quality
  • Actively engaging with customers on social media accounts and other social networks
  • Encouraging and rewarding customer loyalty with personalized offers
  • Actively seeking and listening to both negative and positive customer feedback

How Clientbook can help you turn customers into brand advocates

Clientbook is a clienteling software made to help retailers and sales associates build connections with their customers. With our customer relationship management (CRM) software, relationship selling can become your priority. 

Automate menial tasks, keep in touch with your clients, engage with them regularly, and organize your client base for easier access to customer information. Cater to a larger audience with our messaging capabilities and client management features. 

Clientbook provides the perfect blend of features to allow you to focus on building relationships with advocates and growing your business. Below are our most prominent features:

To see how Clientbook can help you build your brand advocacy program, book a demo today


Brand advocates are the unsung heroes of the retail world. They are loyal customers who go above and beyond to promote and support their favorite brands. Retailers value them for their ability to drive sales, enhance credibility, and build a sense of community around their brand.

Cultivating brand advocates requires a commitment to exceptional customer experiences and a genuine connection with customers, making them an essential component of any successful retail strategy. Clientbook is the ideal tool for focusing on these long-term relationships with customers.

Book a demo today to begin your clienteling journey. 

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