11 Ways to Increase Customer Loyalty in Ecommerce

Written by
Isabel Edwards

Is it worth investing into improving your customer loyalty? Well, acquiring a new customer can cost five times more than retaining an existing customer and increasing customer loyalty by 5% can increase profits from 25-95%. So, take a look at these simple ways to keep your pre-existing customers happy...

Don’t slack on customer service

84% of consumers stated customer service was a key factor in their decision to buy from a company and 95% said it was important for brand loyalty, according to Zendesk.

So it is paramount to keep customers happy with the support you provide. It needs to be fast, consistent and solve each and every problem.

This can be difficult to handle alongside running a business, so outsource if you need to.

Offer a loyalty program

Not only does a loyalty program encourage shoppers to purchase from your store to earn the points, but it also entices them to come back and spend them.

Customers want to be appreciated and offering a loyalty program is a simple way to say thank you every time they shop with you.

Offer discounts to those who haven’t purchased in a while

If a customer hasn’t bought a product from you in a month, 3 months, 6 months or even a year, give them a little nudge with an offer they can’t refuse.

They may have forgotten about your brand, not gotten round to that purchase they planned on making or perhaps they were waiting for a reason to buy.

Share user-generated content

Research shows that customers find user-generated 9.8x more impactful than influencer content and 79% of people say it highly impacts their purchasing decisions.

User-generated content makes life easier for your social team as it’s pre-prepared content and it also has been proven to sell more.

Encourage customers to share their photos by offering the chance to be featured on your social pages and product pages.

Expand your product range

When launching a new ecommerce business, starting small can be good to focus more on quality, not quantity. It allows you to offer the best possible service whilst getting the business off the ground and this will help you get a strong customer base.

Once your business starts to grow, a powerful way to increase customer loyalty is offering shoppers more products to purchase.

They’re already invested in your brand, but what happens when they want a product that you don’t offer? They’ll have no choice but to go elsewhere. 

Slowly expanding your product range through an online marketplace is a sustainable way to increase your businesses consumer loyalty.

Add value to their purchase

Whether it’s adding a little recipe card to their purchase, including a free gift or making your product packaging instagram-worthy, there are plenty of ways to add value without breaking the bank.

Even the smallest of gestures can provide a valuable return on investment in the form of a loyal customer. When adding value to a customer’s purchase, the more personal, the better. Add a free sample that’s related to their purchase or even include a handwritten note to thank them for their support.

Make returns easy

There’s nothing that will stop a customer from purchasing again like a complicated returns process. No matter how good the product was, a bad returns system is a guaranteed way to plummet your customer loyalty rate.

If you can, offer free returns and a QR code system where customers can have their labels printed off at a post office for them.

It’s also a good idea to ask for reasons as to why the product was returned so you can make an attempt at lowering returns in the first place.

Be human and tell a story

Seth Godin famously said “People do not buy goods and services. They buy relations, stories and magic.” The most successful companies in the world have a strong story that many consumers can relate to.

This doesn’t mean solely talking about yourself and your ambitions. Let customers know why you started the business, what you aim to achieve and the values of your company, as this is what they will invest in.

Use personalisation when you can

91% of consumers are more likely to shop with brands who provide relevant offers and recommendations and 72% of consumers in 2019 only engage with marketing messages that are customized to their specific interests.

This is especially important in your email marketing. Use the information you collect about a customer to make your marketing messages as personalised as possible. Use their name, include products they’d be interested in and even send special offers on their birthday to make them feel valued.

Be responsive online

Keep customers engaged by being engaging. Encourage conversation on social media and in your email marketing and respond to every single person. 

Find your online community online and join in the conversation as well as interacting with your customers’ content about your brand.

Having this level of communication will make customers feel much more connected to your brand and more inclined to make a repeat purchase.

Prioritise existing customers

There’s nothing more irritating as a loyal customer than to see just the new customers getting all the perks. ‘If only new customers get the rewards, why should I even bother shopping here?’ is what they may think.

It’s much more expensive as a business to acquire new customers than it is to retain your pre-existing ones, so put just as much effort into keeping them happy too.

You could do this by offering loyal customers discounts, early entry to sales or exclusive access to new product launches.

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