Consumer Day, celebrated on March 15, has consolidated itself as one of the most important dates in the retail calendar, next to Black Friday. Online sales during Consumer Week 2024 grew by 13,9% compared to the previous year,with total revenue increasing by 11%, secondliftingfrom Linx
However, more than an opportunity to attract new customers, the data should be seen as a strategic moment to strengthen the relationship with those who have already purchased and ensure repurchase. To empower retailers in this challenge, the Integrated Store, reference in automation and data intelligence for e-commerce, presents smart loyalty strategies that can be applied throughout Consumer Month
According to Lucas Bacic, Chief Product Officer (CPO) of Loja Integrada, customer loyalty goes far beyond one-off discounts. It involves the strategic use of data to create personalized experiences, encourage repurchases and strengthen the bond between brand and consumer. The companies that dominate this process ensure sustainable growth and a loyal customer base.”
Repurchase in e-commerce
The repurchase is one of the pillars for the sustainability and growth of an online business. "As illustrated by Philip Kotler", considered the Father of Marketing, "acquiring a new customer costs 5 to 7 times more than retaining an existing one". Furthermore, recurring customers tend to spend more and recommend the brand, generating a cycle of organic and predictable growth, explain Bacic.
Customer loyalty and repurchase go hand in hand: consumers who trust the brand, those who had a good experience and feel valued are more likely to return and buy again. But what are the best strategies to encourage this behavior
Smart loyalty strategies for e-commerce
The CPO of Loja Integrada gathered the best practices for retailers who want to turn customers into fans and increase their repurchase rates
- Collectible and exclusive giveaways
Small personalized and collectible gifts encourage repeat purchases, as they create a sense of exclusivity and belonging to the brand. "A recent example we developed was the collectible cards of Neymar for the launch of the Next10 store", says Bacic. - Progressive discounts
Offering tiered discounts based on purchase volume encourages larger orders and fosters customer loyalty. Example: 5% for purchases over R$ 100, 10% above R$ 200 and 15% above R$ 300 - Personalized retargeting campaigns
Using enriched data to segment customers and offer deals based on previous purchases increases the chances of conversion. This can be done through email marketing, targeted ads and personalized notifications - Loyalty and cashback programs
Creating a points program that can be exchanged for discounts or exclusive benefits increases customer engagement and encourages new purchases - Exclusive discounts for recurring customers
Create personalized offers for those who have already purchased, how "VIP discount for loyal customers" or "exclusive offer for those who have made two purchases" reinforces the bond with the brand - E-mails and post-sale messages
A simple email thanking for the purchase, followed by a special offer or relevant content, can significantly increase repurchase rates - Personalized experience on the site
Using data intelligence to suggest products based on the customer's purchase history enhances the experience and increases the chances of conversion
The potential of data enrichment in customer loyalty
Data enrichment is a competitive advantage for online stores. This process consists of combining the company's internal data with external and behavioral information from customers, generating valuable insights to personalize offers and improve communication
"Brands that use enriched data can better understand their customers and offer more relevant experiences". This not only drives repurchase, as well as building a relationship of trust and closeness with the consumer, finalizes Lucas Bacic
