Building customer loyalty is an art form! It is not enough to sell a good product to make them come back again and again.
The challenge is much greater: it is about creating a real relationship of trust and developing a sincere attachment to your brand.
A loyal customer is a customer who buys more often, who talks about you to others and who becomes, without even realising it, a true ambassador.
Instead of multiplying your efforts to attract new prospects, why not invest intelligently in those who already know you?
In this article, we shed light on how to build customer loyalty with our concrete advice on how to easily implement it.
A loyal customer spends more and more easily.
Their average order value is often higher than that of a new customer, and they are less sensitive to price variations.
The reason? Trust. When a consumer feels secure with a brand, they don't hesitate to come back and buy regularly.
Building customer loyalty costs less than acquisition. In other words, loyalty makes the work of acquisition profitable.
Your brand image also benefits. A satisfied customer becomes a true ambassador.
They share their experience, recommend your products and influence those around them.
You turn a customer into a spokesperson, so the value of each customer increases and acquisition costs are optimised.
To go further, we have written a more detailed article on the reasons for customer loyalty.
To build long-term customer loyalty, you need to know what they really expect from your brand.
Today's consumers are looking for much more than just a product.
They want a seamless and reassuring shopping experience.
Responsive customer service is a decisive factor in retaining customers in the long term.
Transparency and authenticity matter more than ever.
Standardised commercial discourse is a thing of the past!
To create a real bond of trust, your communication must be sincere and aligned with your brand values.
According to this study on customer loyalty carried out by Loyoly, price remains an important purchasing criterion, but it is the experience that builds loyalty.
French consumers choose to buy on a site mainly for its prices and customer reviews.
On the other hand, they come back mainly for the fluidity of the experience: free delivery, responsive customer service and a well-thought-out loyalty program.
To build customer loyalty, it is not enough to have a good product. It is the entire experience around the brand that makes the difference.
Efficient customer service, authentic communication and well-thought-out benefits are all levers to activate to keep customers and strengthen their commitment.
A customer who waits too long for a response is likely to abandon their purchase.
It is therefore crucial to be available on several channels (chat, email, telephone) and to offer an efficient after-sales service.
Anticipating customer needs also means building customer loyalty.
Proactive assistance, quick responses to complaints and attentive listening considerably increase the retention rate.
Nowadays, personalising the shopping experience is no longer an option.
You need to adapt your offers and communications to the preferences of each customer.
VIP Tiers are a game changer: reserving private sales, exclusive events and previews for the most loyal customers strengthens their commitment.
A valued customer is a returning customer.
Customer reviews influence online purchases.
Encouraging them and, above all, taking them into account allows you to constantly improve your services.
Applying the feedback loop shows customers that they are listened to and strengthens their sense of belonging to your brand.
💡 A word of advice: always thank your customers for their feedback and inform them of the improvements made thanks to their suggestions.
Emailing, newsletters, text messages and social media are powerful levers for building loyalty.
But beware! If you send too many messages, your brand will be considered intrusive.
The key is to find the right balance between information and promotion.
Engaging content, relevant offers and human communication are essential to capture and retain customers' attention.
Storytelling is a powerful ally for your communication!
Sharing the story of your brand, your values and your commitments creates a lasting emotional connection with your audience.
Social media are essential tools for bringing a community together.
A customer who identifies with your brand naturally becomes an ambassador for it.
How to go about it?
We can help brands create a community with our comprehensive guide to creating a brand community.
Customer loyalty is based on one key element: reward.
The more value your customers perceive in their relationship with your brand, the more engaged they remain.
This is where the loyalty program comes in.
A well-structured loyalty program turns your customers into regular buyers.
And it's no coincidence!
Offering exclusive benefits to consumers encourages them to come back, thus increasing their retention rate and average order value.
For the company, this means:
Pssst... You might find this interesting!
Loyalty programs are strategic for your brand, and we can probably help. Check out our platform!
A good loyalty program should be simple and attractive.
An overly complex process discourages customers.
Here are the essential points to guarantee its success:
Loyoly helps you set up a loyalty program tailored to your objectives.
Our platform allows you to:
Look at the case of the Humble+ brand and how it boosted customer loyalty thanks to Loyoly.
Referrals remain one of the most powerful acquisition channels.
And the good news is that they are also an excellent leverage for loyalty.
A customer who recommends your brand makes a long-term commitment and attracts similar profiles.
Why? Because consumers trust the recommendations of their loved ones.
A well-designed referral program boosts not only your retention rate, but also the value of your customers.
Customers should not hesitate to refer their friends and family.
Simple registration, one-click sharing, tracking of earnings visible immediately: fluidity is the key.
Offer an immediate benefit for the referrer and the referee: discounts, vouchers, exclusive gifts.
The more tempting the offer, the more it will be shared.
Remind your customers that they can refer! Emailing, pop-ups on the site, social media...
Every interaction is an opportunity to promote your referral program.
We invite you to discover the referral program set up by Hindbag, a brand that builds customer loyalty through referrals.
Monitoring your performance is essential for adjusting your strategy.
If you don't measure your actions, how do you know if they are effective?
The customer retention rate is the main indicator of loyalty.
It measures the percentage of customers who remain active over a given period.
The higher this rate, the more effective your strategy.
Other KPIs are also important to monitor, here are a few examples:
However, you can also monitor others, which we explain in detail in our article on the 11 essential KPIs for customer loyalty.
Customer loyalty is a long-term investment.
It is based on a relationship of trust, a smooth and engaging experience and well-thought-out benefits.
In summary, here's what to do (and not do) to build customer loyalty:
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
