Customer loyalty aims to convert the occasional users of an eCommerce business into regular customers that are confident in the virtues of the brand, To be successful at retaining your users, you should apply the marketing strategies that best suit the type of online shop you have and your sales objectives. A good loyalty campaign, integrated into your pricing strategy, will allow you to increase your revenue and achieve better positioning with respect to the competition. We, at Minderest, are here to share the 10 strategies with the highest success rate in terms of achieving customer loyalty grouped into three blocks, based on their objectives:
- offering unique opportunities to your customers
- maintaining constant communication with users
- improving their shopping experience
Offering unique opportunities to your customers
1. Create a loyalty programme.
While this is the most classic and widely-used loyalty strategy, its success rate remains unquestionable. You can create a loyalty programme where you offer your customers rewards based on their purchase volume: free samples, discount coupons, or access to products before their official launch.
2. Set exclusive prices.
By segmenting your customers according to their affiliation with the brand, you can offer the most loyal customers unique prices for buying products they’re interested in. Private sales are one example of this, which are exclusively authorised for a certain type of customer. This incentive, together with a dynamic pricing strategy, can generate an increase in your conversion rate.
Maintaining constant communication with users
3. Be consistent in your branding.
For greater loyalty, build your brand identity in a way that is consistent with your product catalogue and your objectives, and apply it when communicating with your customers. Both on your website and any other communication channels, users must feel as if they’re in the environment that you’ve designed for them.
4. Optimise your email marketing campaigns.
Sending regular emails to your customers with valuable content and personalised offers, based on the previous segmentation of users, can also lead to increased loyalty. The originality of these campaigns is key to making users pay attention to your emails.
5. Reinforce your customer service.
Today’s customers value and demand personalised and immediate support. This means they want real-time interaction with the brand to solve problems or get more information. To do this, you can implement a live chat service or enable communication through WhatsApp.
6. Create and send surveys.
This strategy generates a feeling of belonging and proximity among users that makes them feel closer to the brand and encourages future purchases. Consumers value being heard, not only when they complain but also when they can contribute to improving the service.
7. Post content on social networks.
The social networks, especially Instagram, remain key for reaching eCommerce customers. Take advantage of them to post content that provides value. At the same time, you can give more visibility to user-generated content about your services or products.
8. Design attractive marketing campaigns.
Even though advertising is unidirectional, for users, the launch of original campaigns creates a greater sense of belonging to the brand and its values. One clear example of this can be seen in the television adverts launched in December.
Improving their shopping experience
9. Invest in web speed.
Customer retention is linked to fast, intuitive eCommerce websites with effective search engines that have a high degree of specificity and a responsive system that can be adapted to any type of device.
10. Implement after-sales service.
Show your customers that your relationship with them doesn’t end when they’ve paid for one of your products, but rather that your brand cares about their satisfaction. To do this, you need to offer a guarantee on your products, ask for feedback, or recommend products that are similar to or consistent with the ones they’ve purchased.
Overall, these are strategies that make eCommerce customers feel special and create a bond that predisposes them to respond positively to future purchases. Although market conditions vary, this guarantees that the users will remain loyal to the brand that they know. To decide which strategies are the most appropriate, you can complete an analysis of the competition first and assess your positioning in the minds of your potential customers with the help of specialised software.