Retain your customer base with a smart loyalty strategy
When considering ways to stand out in eCommerce, it’s not only attracting new customers that’s important, but also retaining those who have shopped with you before.
One main element in effective customer retention is creating a loyal customer base. If you don’t already have a loyalty strategy, your customers are likely wishing you did: 63% of shoppers expect businesses to have a loyalty program1.
Beauty retailer MECCA has an industry leading customer loyalty program that’s driven by a holistic loyalty strategy. Lauren Shepherd, General Manager - Customer Data, Personalisation and Loyalty at MECCA Brands, says, “It's all the different things that we do: it’s the service model, how you're greeted in store, how we personalise for you online. It's all the different touchpoints that create the loyalty that so many people have to MECCA, as opposed to just our program.”
While many businesses believe providing discounts is the way to go in creating a loyal customer base, MECCA proves this isn’t a one-size-fits-all approach by focusing away from discount codes. “Our Beauty Loop program is very much a value-add model as opposed to value-off. Making sure that we're always giving customers more – and not just in the value of the products they receive,” Lauren says.
In 2023 and beyond, loyal customers hope for a personalised shopping experience – and this is where you can really stand out from the crowd.
MECCA, for example, is utilising tech and customer data to enable this. Lauren says, “We're able to build out connected journeys or activate audiences through all of our owned channels like social, SMS, email, as well as the website and through the app.”
This clever use of data is one of the most important factors to drive eCommerce growth in the coming years.
Increase speed to market with omnichannel models
Almost a third of consumers now expect deliveries to come faster than they did in 20191.
Delighting customers with speedy order fulfilment has become a key eCommerce strategy for Accent Group, who have enabled an omnichannel capability to create a seamless distribution model. To do this, they opened up their 750+ store network for eCommerce fulfilment in addition to their two central warehouses.
This model provides access to more inventory at the time of purchase, as well as speeding up their dispatch and delivery times by distributing from a store that’s as close to the customer as possible.
This improvement to the customer shopping experience is a point of innovation that helps bricks and clicks businesses to be resilient in an evolving shopping landscape.