Franchise Leaders Believe Personal Touches Foster Loyalty
In an evolving retail landscape, where consumer preferences increasingly favor personalized experiences, leading franchise brands are adopting localized strategies to boost customer loyalty. This theme was prominent at the 2025 Franchise Customer Experience Conference, particularly in the panel discussion titled “Humanizing CX: The Power of Personal Connection.” The speakers addressed how personal touches can transform routine customer interactions into lasting relationships.
Marci Kleinsasser, Vice President of Marketing and Franchise Development at Home Franchise Concepts, set the tone for the discussion by emphasizing the dual role of franchisers: “In franchising, we’re not just marketing to customers. We’re empowering local owners to create meaningful experiences in their communities.” This approach recognizes the importance of community engagement, where franchisees can tailor services and offerings to meet local needs and preferences.
Cassie Gato, Vice President of Marketing at K9 Resorts Luxury Pet Hotel, shared insights into the brand’s efforts to create experiences that resonate with pet owners. “People treat their dogs like family,” Gato noted, explaining that brand events are designed to reflect this sentiment. Grand openings feature entertainment such as DJs and gourmet treats for pets, along with media engagement opportunities. Gato emphasized that the primary appeal lies in crafting memorable experiences, which foster community attachment.
In a similar vein, Stephanie Hill, VP of Marketing for MassageLuXe, underscored the importance of immersive experiences combined with authentic follow-up. “We treat our events like brand experiences,” Hill remarked. Rather than relying solely on conventional promotions, the company incorporates wellness-themed activities—such as pampering sessions and yoga classes—into their events, reinforcing their brand message while enhancing customer engagement.
Trust-building is also a focal point for Ivy Kids, highlighted by Wendi Raeuchle, the brand’s Marketing Director. She explained that their open houses are an opportunity to establish relationships before families ever enroll. “We let parents and kids explore together, ask questions, and meet the teachers,” she shared, illustrating how these interactions align with the brand’s core values and create a community feel.
Brandy Ward, Director of Sales and Design for Kitchen Tune-Up and Bath Tune-Up, discussed the emotional aspect of customer interactions during home renovations. “We ask them what matters to them: how they use the space, what makes them feel at home,” Ward explained. She pointed out that small gestures, like giving customers thoughtful gifts during renovations, significantly enhance connections in what is often perceived as a purely transactional process. “When you lead with empathy, people remember it,” she added.
The overarching message from the panel was clear: leveraging both grand events and intimate, personal touches can forge authentic bonds with customers, creating a competitive edge in the franchise sector. As consumer expectations continue to shift toward more personalized services, these strategies offer a roadmap for franchises aiming to cultivate deeper loyalty in their customer base. The adoption of localized engagement initiatives not only reinforces brand identity but also enhances customer satisfaction, making communities feel more connected to the brands they choose to support.
