How to Build Customer Loyalty From ScratchOct 7, 2016 by Jesse Ness,
Building customer loyalty and retaining customers is extremely important, as now, more than ever, there are so many different options for consumers on the market today. They can always find a cheaper, faster option — so you need to focus on building loyalty to retain the customer base you’ve worked so hard to build up.
In this post, we’re going to look at some best practices you can build customer loyalty to keep your customers consistently coming back for more.
Let’s get started.
How to turn
one-time buyers into loyal customers
Let’s say you’ve just started your online business — the question you may ask is how can I get my first loyal customers if I haven’t got any yet?
By offering a reliable, enjoyable, and smooth shopping experience, consumers are more likely to remember your business. Check out our tips to help build loyalty and generate repeat business from your customers.
In a competitive and digitally connected marketplace customers have many options from which to choose. Offer your customers something extra for doing business with you, and you’ll stand out from the pack. Freebies, exclusive member discounts,
Follow through is key to maintaining customer loyalty. Follow up with emails and thank them after an order is made, reach out through social media and respond to comments and concerns immediately. When customers know that you value their input and satisfaction, they’ll keep you in mind for their next purchase.
Make business easy
By ensuring a smooth shopping experience, customers will remember your business as an easy and convenient place to return. Make sure that your online store is fast, reliable and
Keep track of customer history
Maintain a thorough database of customers’ previous orders, preferences, and favorite products, to make it easy to follow up, offer relevant products and services specific to them, and offer a limited time coupon code. Customers will appreciate that you’ve taken the extra time and care to learn about the products they enjoy and need, and will be much more inclined to return for more.
By following up with your consumers consistently, offering incentives for repeat purchases, and paying attention to previous orders, they’ll have plenty of great reasons to love coming back to your store.
How to maintain and encourage customer loyalty
When you’ve hooked your first loyal customers, you’ll want them to stay with you forever. Here are some things that can help you make their feelings to you even more intense.
Create a separate email segment
By creating a segment within your email list for your top spending customers, you can make your most loyal customers feel extra
How to do it:
The conditions for your loyal customer segment might be:
- A spend level (like $250 spent in the past 6 months), or
- A purchase frequency (like 5 orders in the last 5 weeks)
You can also often import a static segment, which means you import a list of email addresses from your CRM or
From here, you can leveraging this list to send your loyal customers:
- Early access email deals
- Sneak peeks at new products
- First dibs on limited product releases
- Special thank yous and
Take this email for example:
Notice how the sale deal is aimed only at the most loyal customer segment? It reminds them that they’re getting an
The bottom line: An email segment aimed solely at your most loyal customers helps you stay in touch with one of your most important demographics and helps you reward them with perks they deserve.
Personalize the experience
Speaking of email — did you know that you can leverage automated email to create even more personalized experiences for your loyal customers? It’s true — and they’ll love you for it.
Here’s how it works:
By integrating your
For example: Sephora sends out a triggered email to top spending customers with personalized suggestions based on past purchases. This makes it easy for the customer to discover new products that are extremely relevant to their
The bottom line: Use email to personalize experiences for your loyal customers by sending triggered emails that don’t tie up your time.
Throw in some extras
It’s also a good idea to build loyalty by throwing in some unexpected extras, upgrades, or freebies with their orders.
Why? Because it works: According to a study in the Journal of Consumer Research, if an item is included as a bonus extra when buying a luxury product, consumers deem the freebie as a higher quality
This works for
The bottom line:
Create a free shipping for a year threshold
Did you know that unexpected shipping costs are the #1 reason for cart abandonment? It’s true. 28% of customers don’t check out because they feel the shipping costs are too high. Yikes.
With that data in mind, it’s clear that offering free shipping for a year would be a major perk for your customers, right? Right.
You can incentivize your most loyal shoppers by rewarding those who meet a specific spending threshold (say $500 per calendar year, for example) with free shipping for the rest of the year.
That’s a major benefit to your customers who are already making frequent purchases from your store — and a great way to thank them for their loyalty.
Note: Keep in mind that you’ll need a good
Spotlight your loyal customers
If they’re willing, you can highlight them in your newsletter, on social media, and on your website. In sharing their stories and photos, you’re also leveraging their testimonials and taking advantage of excellent social proof that validates your products and brand to other customers at the same time.
And guess what? Sometimes, your loyal customers might not even be humans. Take this example from Tukabear Treats. In this Instagram photo, they spotlighted an interesting Instagram customer (or, beneficiary, rather?) with more than 2,000 followers.
The bottom line: Spotlighting your customers lets them know you appreciate your business and helps you showcase happy, loyal customers at the same time.
Remember special occasions
You can build customer loyalty by remembering special occasions and making your customers feel
Highlighting these special occasions and incentivising them is a simple and easy way to not only make them feel like you really know them, but to also drive sales.
By collecting user data on the front end (like having them enter their birthday) you can then tap into this information at a later date and create an extremely personalized experience that drives loyalty, as seen in this example:
The bottom line: Remembering
Don’t forget the power of the handwritten thank you note.
These are so rare these days that when a customer receives one, it truly feels
Tips for writing thank you notes:
- Boost your efficiency by printing personalized, handwritten cards with the Thankster integration. You’ll save time and your customers will still feel like they’re getting a handwritten note from you!
Include the recipient’s first name to add some personalization.
- Thank them for purchasing the specific product they’ve selected rather than just writing a general
catch-allthank you message.
The bottom line: Invest some time into showing your customers you care with handwritten thank you notes, and they’ll remember you for it.
Your next steps
When you know how to build customer loyalty, you reap the benefits of rewarding your most loyal customers and brand cheerleaders, who in turn, bring you more business.
So what can you do right now to get started? Here’s a quick recap:
- Create a special email segment
- Personalize the experience
- Include product upgrades and extras
- Create an annual free shipping threshold as an incentive
- Spotlight your customers
- Remember special occasions
- Write thank you notes
If you can do these things, in no time at all, you’ll have customers who are not only spending more than ever before at your online store, but they’ll be evangelizing for you to their friends and
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