With the global online fashion market predicted to reach $675 billion by 2022 the industry is definitely one to watch.
But challenges for fashion merchants are rising as the barriers to entry in this market get lower. To stand out, fashion and apparel brands need to turn to new approaches that build emotional connections, provide value for shoppers and deliver engaging customer experiences.
This blog post takes a look at six loyalty programs in the fashion industry that are ticking all the right boxes. It explores why they’re so successful at securing long-term loyalty. So watch out – you might walk away with all the inspiration you need to start your own fashion loyalty program.
The brands we’ll cover are:
Naming your loyalty program is incredibly important. It’s the first impression a customer has about your program. And, when it comes to fashion, first impressions count.
Nicce Clothing has paid special attention to the name of its program and point currency. They have named their program “N Coin” – a simple yet memorable approach.
And, although the loyalty program clearly has its own brand, Nicce Clothing has also ensured that it balances well with its overall contemporary and minimalist identity.
Social proof is incredibly impactful. 84% of customers trust online reviews as much as personal recommendations. They act as validation beyond the standard sales imagery and allow customers to expel any doubts they may have before buying your products – such as sizing and quality.
Through their “Pulse Perks” loyalty program, Pulse Boutique rewards their devoted fan base 50 points for writing a product review. This encourages their already loyal customers to share their opinions and experiences which, in turn, helps new customers with their decision making.
But that’s not all. Pulse Boutique also reward customers 100 points if they add a photo to their review. A clever approach considering that 73% of customers say that the content within a review is more important to them than the overall star rating.
By featuring social proof site-wide, Pulse Boutique saw an 18% uplift in sales and a 39% increase in returning customers.
Good fashion branding begins with coherent communication. And, with so many fashion brands out there, you need to make sure your customers clearly understand who you are and how they can relate to you emotionally.
After all, customers who are emotionally aligned with a brand are more engaged, feel delighted by the brand and will share their positive experiences. A loyalty program offers an opportunity to tell your customers what you’re all about.
Lucy and Yak use our integrated loyalty program functionally to inject their personality throughout their loyalty page. They show real customers living in and wearing their products behind the actions customers can take on the page.
The sustainable dungarees company also shows that they’re a light-hearted, fun-loving brand who doesn’t mind poking a little fun at themselves. Their loyalty tiers are named, “Comfort Lover”, “Yak Enthusiast” and “Dungaree Devotee” – a humorous nod to their products.
By incorporating their personality throughout their loyalty page, more customers will feel like they understand the brand on a deeper, more emotional level.
This is incredibly important considering that recent research concludes that emotion is the biggest driver of loyalty. And, that 70% emotionally engaged customers spend up to two times more with brands they’re loyal to.
Menswear brand, Taylor Stitch, use their loyalty program as a way to encourage brand advocacy with two key strategies.
The first is to make friend referral the primary focus of their program. On their site, they have an eye-catching button that highlights how customers can receive a $20 voucher for completing the action.
Referrals are vital for ecommerce success. Research shows that customers acquired through referrals spend 200% more than the average customer and are between 16 and 24% more loyal as they already trust that they’ll get a good experience.
The second way Taylor Stitch use their loyalty program to encourage brand advocacy is in their welcome emails. Once a customer signs up to their loyalty program they clearly communicate their brand mission – “Responsibility built for the long haul” – and their focus on sustainability and fair working conditions.
By showcasing what they stand for at the outset, more loyal customers are likely to rally behind them and tell others about it.
While some retailers may think that discounts and rewards are a good way to get new customers through the door, they’re also a way to show gratitude to your existing customers.
What a better way to say “thank you” than giving your most valuable customers a free product in exchange for their loyalty. The thought of getting something for nothing automatically attracts customers. And, according to one study, the word “free” gives us an “emotional charge” that we perceive as something being more valuable than it actually is.
Luxury watch brand, Abbott Lyon, offer their loyal customers more than just money off for their continued loyalty. They offer free, tangible gifts such as silver bangles and bracelets. They also include the products original price to show their customers that they’re getting a valuable gift in exchange for prolonged engagement and spending.
By giving their most loyal customers tangible benefits beyond just money off, Abbott Lyon is showing their customers that they care about them enough to give them a gift for free.
Once you’ve launched a loyalty program you still need to do all you can to keep engaging with your customers and encourage them to return to shop with you again.
Email is a great way to engage between purchases. Customers are more likely to open them if they’re tied to your loyalty program as they know there will be something of value inside.
Lively use their loyalty emails to run double points events to surprise and delight their customers in between purchases. The emails promote one-off events where customers get double the points per dollar spent.
Now that you’ve seen these six examples of fashion-forward loyalty programs, you’re probably feeling inspired to set up your own.
Get started by booking a demo with a member of our team or checking out the LoyaltyLion Academy – our free, educational resource where you can learn all things loyalty and retention.
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