With the arrival of Customer Day, відсвяткований 15 вересня, companies from various sectors are intensifying their loyalty strategies to win and maintain consumer loyalty. Reward programs, personalized service and technological innovations are at the heart of actions that seek to turn the date into an opportunity to strengthen the relationship with the public and boost business.
In 2023, the same period generated a revenue of R$ 72,5 million from September 10 to 16, a number 21,5% higher compared to 2022 for Brazilian e-commerce, according to the platform for creating online storesNuvemshop. Furthermore, the goal of creating Customer Day, with credits to the responsible, the businessman João Carlos Rego, it was to boost sales in a month that used to be weak for retail. The celebration that emerged in 2003, however, after 21 years, it renews itself by focusing on the relationship with the consumer. But, currently, in the digital age, what loyalty strategies have companies been implementing in order to maintain their loyal customer base
"The trend I believe in the most for the loyalty sector is a hybrid format", that combines a points model with a strong emotional connection to the customer. More than just maintaining a loyal customer base, the brand must understand what, дійсно, has value for your audience and offers a memorable reward. Only then will it be possible to create a genuine bond with him and, consequently, stand out from the competition, explain Marina Montenegro, Strategist and Trends Researcher atReconsiderar, technology consulting, design and strategy focused on digital products.
Taking this into consideration, aYuool, Brazilian startup of comfortable and sustainable sneakers, focuses on the customer experience from day one. Consumer loyalty is a priority for the brand, considered one of the main DNVBs (Digitally Native Vertical Brand) in the country, a business model characterized by companies born in the digital age with direct sales to the end customer, without distribution channels and intermediaries and with a focus on technology and experience.
In 2023, the brand's recurrence rate was 42%, highlighting the effectiveness of its initiatives. And one of the reasons for this number is the "Indicate & Win“, one of the main loyalty programs of the Brazilian startup. Referral is one of the most direct ways to reward customer loyalty and, therefore, when introducing Yuool to friends and family, the nominees receive a 15% discount on the first purchase, and the referring customer receives R$ 100,00 in credits for each completed purchase, even winning a free pair of sneakers with just 4 to 5 referrals. "Our goal has always been to create a genuine and lasting relationship with our customers". З цією стратегією, we want to repay the trust they place in Yuool, "encouraging them to share this experience with friends and family," says Eduardo Abichequer, CEO of Yuool
Already for theCuponation– reference in the form of coupons and discounts –, coupons are a way to save time, avoid exhaustive searches for offers and also optimize the shopping experience. Coupons are a powerful tool to promote loyalty, incentivizing repeat purchases, improving customer perception and building a buying habit. Through them, brands can also reach new customers and, consequently, increase your sales, says Maria Fernanda Junqueira, co-founder and managing director Latam of Cuponation. In July, the platform recorded the use of more than 70 thousand coupons in the clothing segment, providing savings of over R$ 500 thousand to clients
For Henrique Falcão, Growth Director ofDaki, market and essential on-demand app, it is important to take into account at least three main factors for customer loyalty in online retail: a wide range of products, affordable prices and fast delivery. "Apps that offer a wide variety of brands and exclusive items manage to attract and retain a diverse consumer base", what can increase, significantly, the profitability, comment
Looking to further strengthen the relationship with its customers during the period, Daki also has exclusive promotions. Between September 15 and 17, in the purchase of a Stanley Mug, for R$ 189,90, the company's customers will receive R$ 80 in Nestlé coffee capsules.
Even in the agricultural sector, companies are looking for ways to retain their customers. Among the initiatives, aOrbiastands out as one of the pioneers, that has been revolutionizing the sector for over five years with its loyalty program. It allows rural producers to accumulate points by registering invoices or making purchases with the company's partners, of essential items for farmers and exchange this punctuation for new products or services that benefit both the farm, how the daily life of the professional with items for personal use.
With the loyalty market in Brazil expanding, that recorded a revenue of R$5,2 million in the first quarter of 2024, according to data from the Brazilian Association of Loyalty Market Companies (ABEMF), a startup stands out by offering competitive advantages for this audience.
Loyalty to rural producers is essential to strengthen the foundations of agribusiness in Brazil. In Orbia, we believe that offering real and tangible benefits to producers is the key to creating a lasting and mutually beneficial relationship. With our loyalty program, we turn every purchase into a growth opportunity, allowing producers to invest even more in their operations. This not only brings direct benefits, as it is also revolutionizing the sector by introducing a new dynamic of valuation and rewards, emphasizes the CEO, Ivan Moreno
