Editor’s note: The information in the post is extracted from our “Loyalty: Up close and personal” report which shares how to build ecommerce loyalty.
With the decline in brick-and-mortar and the rise in ecommerce, it’s crucial to deliver that same personal touch customers get when they walk into a store.
Creating a personalized shopping experience is key to making customers feel valued and for increasing ecommerce loyalty. In fact, 78% of customers said they would want to be individually recognized by brands and rewarded for their loyalty.
Customers are no longer satisfied with a generic, “one size fits all” approach. From gifts to product recommendations, your ecommerce loyalty program provides an opportunity to deliver personalized interactions that encourage shoppers to choose you.
65% of customers said they were motivated to be loyal after receiving personalized offers. Meanwhile, personalized product recommendations incentivized 61% of customers to be loyal. According to McKinsey, 35% of Amazon’s total sales come from product recommendations alone. In such a competitive landscape, success comes from brands that make their customers feel cared for and unique.
Customers want to shop from – and give their loyalty to – brands that demonstrate that they know them. 50% of marketers believe that tailored messages are one of the most effective methods of delivering unique experiences. However, only 42% still don’t send them. Clearly, personalization is the gateway to greater engagement – but it is a vastly underused approach.
Interestingly, for customers in the 55+ age bracket, personalization is less of a loyalty driver. Only 57% felt that personalized offers affected which brands they stayed loyal to. This rings true with studies revealing that Millenials and Gen Z are 47% more trusting than baby boomers. If your customer base is slightly older, run campaigns that educate the advantages of giving over personal data in exchange for personalized experiences.
From customized content to personalized offers, there’s a wealth of ways to use your ecommerce loyalty members’ data to provide a more tailored and personal experience. Implement personalized marketing through your ecommerce loyalty program to increase loyalty.
Use your ecommerce loyalty program to analyze your customers’ data. Notice what rewards they have redeemed and analyze how they like to engage with your program.
Use this information to send them personalized ecommerce loyalty emails that include rewards related to your customers’ previous engagements. For instance, if they have redeemed rewards for mascaras, alert them with email newsletters with offers on all eye products. If you notice a customer finds your loyalty program through social, target them with social ads, as this is where they spend time browsing.
If you detect a trend where a customer buys a lot of products from one collection, give them double points for every future purchase they make from this collection.
This way, your showing your appreciation and rewarding them for their support. Meanwhile, you’re making it easier for them to continue shopping the category they love.
Keep an eye on your customers’ spending and engagement patterns. You can trigger email updates that let them know when they are close to a reward.
These personalized emails show you have an interest in how they interact with your brand on an individual level. They’ll also be more likely to add extras to their basket to increase their order value – bumping them up to the reward threshold.
Beauty brand Beauty Bakerie goes the extra mile to make their loyalty program personal. They tailor their online ecommerce loyalty experience to each individual. When customers are welcomed with their name and their current points balance when they log in to their account. They’re also shown which tier they’re in and how far they have to go until they move up.
If a customer has made it to the next tier of your ecommerce loyalty program, reward their achievement! This could look something like giving them a percentage off their next purchase, or perhaps offering them a free gift. This helps the customer stay invested in your brand and makes them feel like you truly value their custom.
If a customer has purchased from your newest collection, gift them a complementary accessory that would go with it. For instance, if they bought a pair of leggings and there’s a matching bra or top, you could gift them the item. This shows that you value their personal taste and style.
Another way to create a unique experience is to send email reminders with a summary of the points they’ve accrued and the rewards they can redeem. These emails can include:
Again, Beauty Bakerie is a great example of a brand that really shows it’s paying attention to its loyalty members. They send emails that display the individual’s points balance, the tier they’re in and the rewards they’re close to redeeming.
Take a look at your customers’ previous purchasing behavior to see what they’ve previously bought. Then, when you send out monthly points updates, supply personalized product recommendations that are related to previously purchased items. This makes it easy for the customer to continue shopping with you while also providing a greater chance that they will click through to check out the items you’ve recommended.
An ecommerce loyalty program provides the opportunity to deliver personalized interactions and bespoke, customized content for your customers that will encourage them to spend with your brand over others that lack the same personal touches.
Remember to use customers’ data to tailor the experience to their specific interests by providing product recommendations, personal gifts and email updates with information about their account and points balance.
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