Wikipedia
An investomer is a customer of the same organizations in which he or she hold shares. Investomers tend to be more loyal than their non-equity holding counterparts.
An investomer is an individual that has shares in a company, who also becomes a consumer through the purchasing of goods or services that the company provides. An investomer strategy is where the company encourages shareholders to also become consumers of the brand. This investomer strategy can be encouraged through direct marketing to the investors, and providing schemes like loyalty discounts, free samples and vouchers.
This strategy allows the investors to support the company in a more proactive way. Through purchasing goods, the company creates more incoming revenue, and as a result the shareholders are supporting the company’s profits in a more direct fashion.
An investor discount scheme could be introduced to coincide with investomer involvement. Not only will the action of the investomers impact positively on the company and better the return the shareholders receive, but a discount scheme would cause shareholders to become more willing to spend their money on the company’s goods and services.
Investors are highly valued by companies as their loyalty is higher due to their involvement in the ownership of shares. As a result of this, they are more likely to purchase increased amount of goods, become loyal consumers in the long-term, be passionate and positive about the brand through their perception of the company and through the communications with other potential consumers, and this also results in the investomer being and feeling more involved in the company.
Due to investomer loyalty, the market segment the investomers fall under can become very profitable for the company. The refined segment that they fall under is referred to as the “engaged segment,” and is a common target for companies when marketing their products and services.
The “investomer effect” balances on many different factors. Including open communications about all aspects of the company and their products. This is expected in the role of being a shareholder but mainly surrounding accounts and factors surrounding the company itself rather than the product or service. The open communication demanded from becoming an investomer, goes more in-depth when relating to the product or service, and the deals, marketing, and discounts relating to this.