Nurturing customer loyalty – tips from 3 health and wellness loyalty programs
Advice
10th January 2024
Are you a Shopify health and wellness brand looking to build a customer loyalty program that successfully retains and engages customers?
We’ve gathered together the best examples of health and wellness loyalty programs to find out:
– Why they successfully secure long-term customer engagement. – What insights they have for those looking to launch their own health and wellness loyalty program.
We’ll be looking at the following examples from LoyaltyLion customers:
1. Amy Myers MD: Making customer engagement simple
Physician and bestselling author Amy Myers MD offers supplements and a range of free resources to help promote wellness. The website offers customers a loyalty program – Insider Pass. What we love about this program is that their loyalty page increases participation by making it incredibly clear how to join, earn points and benefit by redeeming them.
Subscribers can earn points for a variety of actions including joining, friend referral and signing up for the newsletter. However, there are also incentives for leaving reviews – with extra points for video and photo reviews when compared to a written entry. This increases the quality of the user-generated content you can collect from loaytly program members, which in turn will help you convert new customers for the first time, more effectively.
There’s also a clever use of gamification as points can be earned by completing a quiz. At a time where data collection is getting more and more challenging for brands, this is a powerful way of gathering the information you need to provide a more personalized customer experience.
Top Tip: Increase program participation with incentives
Using the straightforward, clear approach employed by Amy Myers MD will not only make people more likely to enroll but also make it more likely that members will participate and engage with the program.
This participation also ensures that there’s a steady stream of user-generated content being created that acts as a trust marker for people visiting the site. You’re more likely to trust a brand with a larger number of informative reviews and testimonials.
The use of a quiz to inform personalization is also a smart way to gather customer data to tailor their experience.
2. Organic Olivia: Use rewards to showcase your products
Herbalist and wellness brand Organic Olivia offers a selection of products to help customers with health and vitality.
The Herb Club Rewards Program offers loyalty members points in exchange for actions. You can earn points for account creation, purchases and even when it’s your birthday – a good way to monitor audience demographics. The loyalty program also rewards engagement with their social channels and YouTube, combining their loyalty strategy with wider marketing activities and increasing the return on content marketing investment.
However, rather than prioritizing financial incentives i.e., money off – there’s more of a focus on free product rewards. This has a twofold benefit:
1. They successfully introduce shoppers to other products that they may then return to buy again in future. 2. They expand their brand reach by rewarding members with merchandise like totes bags.
Organic Olivia also rewards customers joining their mailing list, incentivising a method for keeping in touch that allows them to promote everything from new products to bonus points events.
Top Tip: Give your customers a reason to stay engaged and keep coming back
Organic Olivia’s strategy of weaving social media into their rewards program is a great method for aligning their loyalty program with other marketing activity and channels, as well as staying in front of customers. As people engage with the content put out, they’ll have the company’s products top of mind whether it’s to support their own wellbeing or to purchase as a gift.
There’s also an incentive to sign up for the newsletter as well as an on-site quiz to tailor your requirements. All in all, the process will feel very bespoke to those that join up – making them feel valued, as well as feeling they are receiving value by being a part of the program.
3. BodyHealth: Increase lifetime value with loyalty tiers
Vitamin and supplement retailer BodyHealth has curated tiers of loyalty rewards with names that really speak to the ethos of their ‘Health Warrior’ branding i.e., Champion and Elite. This increases engagement with the program as there’s a feeling of progression – not unlike the one you get from undertaking a fitness regime.
Once customers have signed up to the Rewards & Referral Program they’re also able to redeem points within the checkout which significantly increases reward redemption and program engagement.
BodyHealth blends together the financial incentive and free product approach when it comes to rewards. You can redeem money off and gift cards as well as the option to cash in points for products. Plus, as you progress through the tiers – the amount of points required to access rewards reduces, further incentivising engagement and repeat purchases.
Top Tip: Tiered loyalty for enhanced value
Loyalty tiers give you the opportunity to make your customers feel valued for continuing to shop with you. Combining this with a free product reward approach will encourage customers to try other areas of your product range that they might not have considered purchasing.
The result? An increased chance of them coming back to buy a larger quantity at full price. A tiered approach with rewards can increase the likelihood that a customer will become a member because they see immediate value – especially if they feel like they’re getting more value the more investment they put in.
When successful, you can benefit from a higher customer lifetime value, reduced customer churn and an increase in revenue.
Apply what you’ve learned to your own loyalty program
To recap what we’ve learned from three of the best health and wellness loyalty programs:
– Make sure your loyalty program and its benefits are explained clearly – from sign-up through to redeeming rewards. – Incorporate new and exciting rewards that are easy to redeem and introduce customers to more of your product range – Tiered loyalty programs can help with engagement through enhanced value for your customers.
Plus, here are some bonus tips from LoyaltyLion:
– Weaving your brand and values through your loyalty program makes sure that it feels like a natural extension and, as a result, more trustworthy. – The right name can go a long way to the success of a wellness rewards program – once you’ve created something that’s aligned with your brand and values, discussed possible promotions and planned out your reward tiers – it’s worth making sure that whatever you have chosen is an accurate representation of what’s on offer.
We hope these examples have given you the inspiration to set up your own loyalty program for your Shopify health and wellness store.
Want to get started? Book a demo with a member of our sales team today.
About the author
Mollie Woolnough-Rai
Mollie is a Senior Content Marketing Executive at LoyaltyLion. After graduating from UCL in 2016, she has worked both in-house and at marketing agencies providing expertise in content for both B2B and B2C clients. At LoyaltyLion, Mollie manages our content, making sure our readers get the best quality resources about customer loyalty and retention.
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