1) Implement Loyalty Programs

Introducing a loyalty programme can incentivise repeat purchases, but programmes need to offer genuine value to stand out. In today’s saturated market, poorly planned rewards programmes can lead to “loyalty fatigue”. Instead, create meaningful perks, such as gifts, discounts, or free shipping at each new reward level, encouraging repeat purchases. You can also reward customers for referrals, transforming loyal shoppers into brand advocates and amplifying reach through word-of-mouth.

2) Use Surveys and Quizzes for Guided Selling

To get to know your customers better, encourage them to complete quizzes that help you personalise their shopping experience. For example, a skincare brand could ask questions about customers’ skin type to provide tailored product recommendations. This approach, known as “zero-party data,” enables more personalised messaging and a relevant customer experience.

3) Deliver Highly Personalised Marketing Content

Use zero-party data, behavioural insights, and purchase history to tailor recommendations and offers for each customer. Personalised, relevant content keeps customers engaged and reminds them of the unique value your brand offers. Personalisation can also include timing. For example, a pet food company could use quiz data to estimate when a customer’s pet food supply might run low, then send a timely restock reminder before they run out.

To stay top of mind with customers, creating a remarkable experience every time they interact with your brand is vital.

Throughout the buying journey, showcase your unique value propositions, whilst using marketing automation and personalisation to ensure products and content are relevant. “Encouraging customers to leave reviews with user-generated content, such as photos and videos, builds trust and creates social proof,” says Tom. “Reviews that offer specific insights, like how a product fits, can be especially powerful.”

For brands with both online and in-store offerings, a seamless omnichannel strategy is crucial. Integrate tools like endless aisles, in-store kiosks, and omnichannel gift cards to create a unified shopping experience that creates a holistic brand experience.

Finally, a hassle-free returns process can be a game-changer. With return rates as high as 25% in some ecommerce sectors, providing a convenient and customer-friendly returns experience can encourage repeat business. Options like drop-off centres and instant exchanges, as supported by Loop’s platform, allow customers flexibility, which can ultimately retain more revenue and foster loyalty. Although, the best returns are no returns; consider spending the time to optimise your buying and size guides to reduce bracket spending and returns which have a large environmental impact. 

Building long-term customer loyalty hinges on creating an exceptional brand experience. By delivering personalised offers, effective loyalty incentives, and a streamlined returns process, your ecommerce business will be well on its way to building a loyal customer base that keeps coming back.

If you need a hand crafting a customer loyalty strategy that sticks, feel free to reach out to the Convert Digital team at any time via hello@convertdigital.com.au. Thank you to Loop Returns who first published this article on their In The Loop Blog.