Personalise an ecommerce loyalty program

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.

Only 11% of loyalty programs offer personalised rewards. 

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 eommerce loyalty program
  • How personalisation can be segmented or individual

 

How do you personalise an ecommerce loyalty program

Personalising an ecommerce loyalty program comes in three stages:

  1. Look at purchase history: 
    • Study customer habits. See what your customers are buying
  2. Learn customer behaviors and collect data:
    • Use the purchase history data to see what rewards people would be interested in.
    • Once a customer has shopped a few times, it should be clear what rewards they want to redeem and what products they’re interested in
    • Don’t just reward purchases, reward all levels of engagement
  3. Use this data to personalise your program: 
    • Let customers know you recognise their support and offer them a unique reward

 

Personalisation can be segmented or individual

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.

Segmentation

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

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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