If you have an ecommerce loyalty program, then it’s a good idea to think about ways to personalise this for your customers.
Stores that are unable to provide a good experience risk the chance of their customers leaving.
Ecommerce loyalty programs go some way to stop them from leaving.
However, why not go one step further and make your loyalty program personalised in order to keep customers loyal for longer.
An eecommerce loyalty program is there to reward certain behaviors. These can be either purchase behavior or engagement behavior.
This means 89% of customers do not personalise their rewards and aren’t tapping into the opportunities for long term loyal customers.
So, let’s look at the following:
Personalising an ecommerce loyalty program comes in three stages:
When deciding how to personalise an ecommerce loyalty program, you have two options: segmented or individual. The one you choose depends on how your business works.
Segmented personalisation is where you take a group of people who all share similar characteristics and personalise your loyalty program to them.
For example, suppose you notice there are a group of people who have all bought the first two books in a series of three. A good way to reward this segment of people, would be to offer them a discount on the third book, or perhaps reward them with free shipping.
Individual personalisation is where you reward one customer based on something you know they like. For example, taking a closer interest in your customers life will provide you with enough data to know what they might like for a reward.
Say your store sells leather products and you notice one of your customers mentions on twitter they’ve run out of leather cleaner. Why not send them one in the post?
Individual personalisation is all about going above and beyond for your customers.
It doesn’t matter how you choose to personalise an ecommerce loyalty program, as long as you’re making the effort to do so.
Personalisation is an important way to improve the quality of your loyalty program. However, privacy should always be taken into consideration. If you are going to use your customers’ data to provide them with unique experiences, then let them know. Also, be sure not to give this data away to anyone else. Your customers trust you which is why they have chosen to buy your products. Don’t abuse the trust by sharing their data with others.
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