“We’re in our shopping-around era!”
If this statement is a “Hard Relate” for you and your brand, then actually you’re not alone.
In fact, a joint study with Trinity McQueen and Google found that 51% of fashion shoppers tried a new brand in 2022. This rose from 24% in 2020 and 34% in 2021.
Turns out, shoppers are also more likely to try new brands and retailers online than in store (according to the aforementioned study).
For eCommerce leaders like you, that’s a huge opportunity to win new customers, but it also means you’re in a constant battle to keep them.
With TikTok blowing up on the shopping front and social media turning discovery into a 24/7 sport, attention (and loyalty) has never been harder to hold onto.
If you want to stay top of mind and in their carts, your brand needs to give shoppers a clear reason to come back for more.
This is the second blog in our series: Beyond Bargains. We’re unpacking the ways eCommerce brands – who can’t compete on price alone – can add value to their customers.
Today we’re talking about loyalty and how building connections with customers can lead to repeat purchases, word-of-mouth recommendations and people who stick with your brand instead of shopping around. It’s one of the best ways to cut acquisition costs and grow customer lifetime value.
Automated email campaigns
We’re not here to hit you with the old “set up an email workflow” advice (we know you already know that).
But look at your post-purchase emails through a loyalty lens.
How do you humanise the process so it actually sparks an emotional connection, instead of feeling like a cold, robotic nudge to buy more?
Start by thinking about what they just bought and when they’ll actually need it again.
If someone grabs a tub of protein powder that usually lasts 30 days, don’t wait until day 30 to send that “reorder now” email. If shipping takes five to seven days, you want to be in their inbox around day 23–25, not when they’re staring at an empty tub.
Follow ups should feel like a natural next step, not a hard sell: “Loved your whey protein? Here’s a sweet deal on your next tub.”
Even better if you can drop in a few recommendations for things they’ll probably want next e.g. shaker bottles and pre-workout snacks. It will show you’re actually thinking about their customer experience.
Gamification
When we talk about gamification, we don’t just mean chucking points at people every time they spend a few quid Tesco Clubcard-style.
Well-executed and successful loyalty-building gamification makes people feel like they’re part of something bigger. It should be much more than about what they spend.
For example, gamification could (and should) reward the stuff that – as a brand – you can’t buy. Like when someone leaves a review, shares a photo or refers a friend. This shows your customers that you value their opinions, time and support, not just their money.
Now, say you wanted to take this to the next level, you could let them cash in those points for exclusive offers or access only they – as loyal customers – can receive. When you do this you create a community of advocates and super fans whose love of your brand is contagious and encourages others to buy through social proof. Which leads us to…
Building a community
When you’re just starting out, there’s a golden window to turn your first customers into your biggest fans.
Take Geordie chocolatier, The Chocolate Smiths – who have done an absolute masterclass(*chef’s kiss).
It started with one woman, one tiny factory selling small batches of rocky-road-style chocolate bars packed with all kinds of inventive ingredients. Then came the limited-edition collaborations with local businesses. She’d launch a new range on a Thursday which sold out in ten minutes flat just off the back of the anticipation and love from the community.
She even ran a campaign where buying chocolate helped fund her new wrapping machine. Her audience showed up for her. We’re talking £13 bars, sold out every week. You’ve got to be online and ready the second the drop goes live or you’ll miss out.
It’s the kind of loyalty you can’t fake. And you definitely don’t see when a giant like Mars launches another chocolate bar.
But if you’ve missed the boat with that kind of grassroots loyalty, there are other ways to nurture an organic community.
Early-access perks, behind-the-scenes peeks, first dibs on new drops can make people feel part of your inner circle.
And, if you create actual spaces for fandom (such as Facebook groups, Reddit threads, Instagram Close Friends lists), then you’re providing an environment where they talk to one another and create an echo chamber for advocacy and new customers. It can also become a safe space where fans can go off-topic and connect with other like-minded people who might share similar hobbies, values or niche passions. Sneak Energy are a brand who have excelled at this.
When you build a space like that, you’re also unlocking a goldmine for social listening. You can learn more about what your audience loves (especially their other interests), what they want next and what they’d like to see done better. Having such a forum is also a lot cheaper and much more authentic than commissioning formal audience research.
Value-driven incentives
If your brand stands for something such as sustainability, wellness or ethical fashion, you could give customers the option to donate their loyalty points to a good cause or turn rewards into charity donations on their behalf.
Customers who buy your products are also buying into what you stand for.
If they see you supporting a good cause, they’ll feel good about it too. The stronger that emotional connection, the more likely they are to come back.
You can also swap out endless discounts for value-driven perks like free shipping, early access to new drops, or exclusive VIP moments. These are rewards which make customers feel valued without cutting at your margins. You could offer points for actions which help you too, like sharing personal info (birthdays or preferences) in exchange for rewards or encouraging uploads of content and reviews to boost engagement.
There’s also opportunities to drive up average order value with bundled deals or unlockable incentives.
Subscription models
Subscriptions can be a simple way to build loyalty on autopilot. The consistency is habit-forming and it takes any decision to shop around off your customers’ plate. Set it up once, and your product shows up at their door right when they need it.
As well as being convenient for your customers, subscriptions can lift customer lifetime value (LTV), boost average order value (AOV), improve retention rates and give you more predictable revenue each month.
They also open the door to smarter loyalty plays: early access to launches, surprise gifts, loyalty bonuses – things which make your customers feel valued without affecting your margins.
There’s a lot more to say on subscriptions, and they probably deserve their own blog, so that’s exactly what we’ll do! Keep your eyes peeled for the next one.
The no-nos of loyalty schemes
So we’ve talked about all the things that you can do, but there are some traps which some brands fall into.
Point(less)loyalty schemes
If it takes 1,000 points just to get £10 off – and earning points feels like pulling teeth, your customers will switch off fast. Make sure rewards feel achievable and genuinely worth it.
Being too mysterious
Show the value of your loyalty rewards before they sign up. If people have to dig around to figure out what they actually get most won’t bother. Be clear upfront.
Rewarding new customers
Don’t give first-time buyers a juicy 20% discount while offering loyal, repeat customers nothing.
Overcomplicating it
Don’t get stuck trying to make your loyalty rewards perfect. Start simple and you can always layer in extras once it’s live and working.
Loyalty helps keep customers, yes, but it also brings your costs down across the board. It lowers acquisition spend, reduces churn, protects your margins from heavy discounting and turns your best customers into free marketers through referrals, reviews and UGC. Plus, it can build valuable first-party data without the price tag of external research. A strong loyalty strategy can boost sales but also make your whole business more efficient.
If you’re interested in learning how to turn your customers into a fearless band of advocates and cheerleaders then don’t shop around – you’re in the right place. Drop us a message.
