The main objective of an eCommerce is to sell more, right? But achieving this goal is not as easy as it seems. There are many factors that directly influence the sales of an eCommerce. One of the most popular, and at the same time the most difficult to implement, is customer loyalty and the creation of a solid community of users.
To build a good community, we need good loyalty strategies that motivate the user to become a regular user.
But why is it important to build customer loyalty and what kind of loyalty strategies can we establish?
We’ll tell you about it in today’s post, let’s get to it!
Why is it important to build customer loyalty?
Customer loyalty provides you with many more advantages than just more sales. Regular customers are more open to give you their suggestions for improvement, which represents an invaluable benefit for your company.
Expanding the base of loyal customers brings notoriety to your brand and, consequently, gives a certain confidence to potential customers. According to the study “New Product Purchasing Preferences”, 60% of global consumers prefer to buy new products from a well-known brand rather than taking a chance on a new brand.
This sums up the importance of building a satisfied community with your brand to take your eCommerce to the top.
So what can you do to create a strong community and build brand recognition?
Loyalty strategies for eCommerce
You can apply many different strategies to your e-commerce. However, forgetting to offer the best possible product and the best possible shopping experience for the user isn’t an option, because both are essential to the customer to become loyal.
Next, we’re going to see some of them:
These are the classic customer loyalty strategies. Within this large group, we find more detailed proposals such as:
- Points program:
It’s probably the best known loyalty program worldwide due to its easy implementation.
It consists of rewarding the customer with points every time they perform an interaction linked with your brand. You can decide whether it’s a payment, any interaction with a product, etc.
Afterwards, customers can redeem these points for rewards such as discounts, free tickets, etc.
The North Face does a good implementation of this system. The brand has even created an app for the user to manage their points and even set goals.
Also, it’s very easy to understand how the program works which means anyone can quickly benefit from these rewards.
- Charity program:
Nowadays, it’s crucial for an eCommerce to be environmentally conscious and to convey this to its customers.
This program works very similarly to the points program. The difference is that customers can choose to donate their rewards to charities selected by the brand. The brand chooses those charities aligned with similar values.
The Body Shop is a clear example of how successful this program can be if it is well developed. One of the core values of the company is environmental responsibility. This charity program allows them to connect deeply with customers who share those same values.
- Partner Program:
We, humans, tend to stay where there are the most rewards.
So why not offer a program where they can get rewards from other brands as well?
Now, these companies must be aligned with our mission so that they complement our brand.
Nike has a partner program where it offers rewards from other brands such as Apple, Classpass and Headspace.
The choice of these companies isn’t by chance. They all share a common goal: to inspire athletes around the world.
- Financial services program:
Financial hardship is one of the biggest problems we all fear we will encounter throughout life.
Creating a program that helps or provides financial facilities to customers can be one of the solutions to this fear.
For example, the Inditex group launched the Affinity Card. It’s a commission-free credit card that can be used in all its physical stores. Stores like Zara, Pull and Bear, Massimo Dutti, Stradivarius, Oysho, etc. The credit card offers many financial advantages.
These are just some of the examples used by the most popular brands. However, this does not mean that you should implement these strategies as they do. You should adjust the examples to your business model and create your own loyalty program.
One of the most overlooked actions by most eCommerce is customer communication.
Good customer service is key to help customers. But also, to help them feel secure when making purchases on your platform.
It’s important to offer different channels, such as phone, chat, email and social networks, to facilitate contact and respond quickly.
Help the customer make the most of your product or service:
Our customer’s journey doesn’t end when they have purchased a product from us. You must make sure that the customer is getting the most out of your product. This way, they can clearly see all the benefits and continue to buy from us in the future, making them loyal customers.
How can you get in at this point of the journey? Very easily! Educate the customer well about your product. You can do that by providing valuable content, either in a blog, email, sending tutorials with all the features, etc.. But remember, everything you do has the ultimate goal that the customer gets the maximum benefit from your product!
As you can see, customer loyalty is a fundamental part of creating a solid community and building a successful eCommerce.
You can spend many hours making the perfect adjustments for your brand. But in the end, if you don’t have a good customer loyalty strategy it will all be for nothing.
We hope you enjoyed today’s post!
What examples of loyalty programs are you implementing in your eCommerce? We want to hear about them! Leave us a comment.
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