13 e-commerce retention tools you need in 2024

You know as well as we do that in today's ultra-competitive world, attracting customers is one thing, but keeping them is even better.

Yes, retention is the key to turning occasional buyers into loyal, committed customers.

Not only does this reduce acquisition costs, it also boosts customer satisfaction and long-term sales.

But what tools should you use to achieve this objective?
We've put together a list of 10 must-try customer loyalty tools.

From CRM to loyalty programmes and O2O tools, we tell you everything you need to maximise customer engagement.

To go further: take a look at our article on the best e-commerce tools.

Let's go!

‍

What is a customer retention tool?

A customer retention tool is a strategy or technology designed to encourage your customers to come back and buy again and again.

The idea is to turn occasional buyers into loyal customers.

Why? Because retention pays off.

A loyal customer costs less to retain than to acquire a new one, and tends to spend more over time.

Customer retention tools can take many forms.

We're talking about loyalty programs, membership cards, exclusive discounts, personalized newsletters, and even exceptional after-sales services.

Anything that can create a lasting relationship with your customers falls into this category.

But remember, it's not just about techniques. Retention tools also involve a healthy dose of understanding customer behavior and personalization.

Every customer is unique, and the more your tools are adapted to their needs and preferences, the more effective they will be.

In short, retention tools are essential for any e-commerce brand that wants not only to attract, but above all to retain its customers over the long term.

Let's get to the heart of the matter with the different types of tools and how to use them to best effect.

‍

13 customer retention tools to test in 2024

Ready to boost your customers' loyalty? Great!

Here's a list of 13 must-have retention tools that every e-commerce brand should try out.

‍

‍

1. Customer Relationship Management (CRM)

CRM (Customer Relationship Management) software is used to manage all a brand's interactions with its customers and prospects.

A CRM centralizes customer information, purchase histories, preferences and much more. This enables companies to gain an overview of their customers and optimize their communication and sales strategies.

The benefits for an e-commerce brand are numerous.

A CRM enables you to personalize communications, anticipate customer needs, and provide exceptional customer service. You can segment your customer database to send targeted, relevant offers.

For example, you can identify a group of customers who mainly buy sportswear and send them special offers on new sports collections. Or target those who haven't made a purchase in a while with a promotion to entice them back.

What's more, these systems help automate repetitive tasks, freeing up time to concentrate on more strategic initiatives.

Among the most popular CRMs is Salesforce, a robust and flexible solution suitable for all sizes of business. Then there's HubSpot, offering a free CRM with powerful features for SMEs. Finally, Zoho CRM stands out for its ease of use and multiple integrations.

‍

2. Customer Data Platforms (CDP)

Customer Data Platforms (CDP) are systems that unify all customer data from different sources in one place.

Unlike CRMs, which focus on managing interactions, CDPs specialize in collecting and integrating customer data, offering a 360-degree view of customer behavior and preferences.

For an e-commerce brand, the benefits of a CDP are considerable.

These platforms enable you to better understand customer journeys, identify high-potential segments and personalize shopping experiences.

By using a CDP, you can analyze data in real time, improve marketing campaigns and increase customer engagement thanks to precise, actionable insights.

Among the CDPs to try out, Segment is a popular solution that stands out for its ability to easily integrate various data sources. Treasure Data offers advanced machine learning capabilities for precise segmentation. Finally, mParticle is renowned for its robustness and ability to integrate with a wide range of marketing tools.

‍

3. Marketing automation platforms

Marketing automation platforms are tools that automate and personalize marketing campaigns based on consumer behaviors and habits.

These platforms help to send the right messages, at the right time, via the right channel, be it email, SMS or social media.

For e-commerce companies, the benefits are manifold.

Marketing automation platforms help create smooth customer journeys, improve conversion rates, and build customer loyalty by offering personalized experiences.

They also help save time by automating repetitive tasks, while maximizing the impact of marketing campaigns.

Marketing automation tools worth testing include Mailchimp, ideal for SMEs wishing to automate their emails. ActiveCampaign is another robust solution offering advanced segmentation and personalization features. Finally, Klaviyo is specially designed for e-commerce, enabling easy integration with online sales platforms.

‍

4. Loyalty programs

Loyalty programs are systems set up by companies to reward customers for repeat purchases.

These programs can take the form of loyalty cards, accumulated points, or exclusive member benefits.

For an e-commerce brand, loyalty programs are an effective way of building customer loyalty.

They encourage customers to return to the store or make purchases online, thereby increasing sales and customer satisfaction.

By offering tangible rewards, loyalty programs strengthen customer relationships and encourage long-term loyalty.

‍

Find out here our benchmark of the best customer loyalty software.

‍

5. Referral programs

Referral programs encourage existing customers to recommend your brand to their friends and family.

In return, sponsors and referrals receive rewards, whether in the form of discounts, loyalty points or free products.

For e-commerce businesses, referral programs are an excellent way of acquiring customers at lower cost.

They use the satisfaction of existing customers to attract new ones, increasing conversion rates and brand reach.

What's more, customers acquired through referral are often more loyal and have a higher lifetime value.

‍

Find out here our benchmark of the best referral program software.

‍

6. Customer survey software

Customer survey software enables you to create and distribute surveys to gather consumer opinions and feedback on your products and services.

These tools help identify the strengths and areas for improvement in your offering.

For an e-commerce brand, customer surveys are essential for measuring satisfaction and understanding customer needs.

By gathering direct feedback, you can adjust your strategies and improve the customer experience, thereby increasing loyalty and satisfaction.

SurveyMonkey is one of the most popular customer survey software packages to try out, offering great flexibility in survey creation. Typeform stands out for its user-friendly interface and interactive surveys. Qualtrics is an advanced solution for companies seeking in-depth analysis.

‍

7. Personalization tools

Personalization tools use customer data to tailor content, offers and recommendations to individual consumer preferences.

These tools create tailor-made shopping experiences, increasing engagement and customer satisfaction.

For an e-commerce company, personalization is a powerful loyalty-building lever.

By offering relevant products and content, you increase the chances of conversion and strengthen customer relations.

Personalization tools enable you to stand out in a competitive market by offering a unique customer experience.

Among the personalization tools worth testing, Dynamic Yield offers advanced solutions for personalizing every aspect of the customer experience. Nosto focuses on personalized product recommendations for e-commerce. Monetate offers real-time segmentation and personalization capabilities.

‍

8. Customer review management software

Customer review management software enables you to collect, moderate and display consumer reviews of your products and services.

These tools help build trust and enhance your brand's reputation.

For an e-commerce brand, customer reviews are crucial in influencing purchasing decisions.

By effectively managing reviews, you can reinforce your company's credibility, improve products and services, and build customer loyalty.

Positive reviews increase conversion rates, while negative feedback offers opportunities for improvement.

Trustpilot is one of the best-known customer review management software packages to try out, thanks to its extensive review database and reputation. Bazaarvoice offers comprehensive solutions for collecting and analyzing customer reviews.

‍

Find out here our benchmark of the best review management software.

‍

9. Real-time engagement solutions

Real-time engagement solutions enable instant communication with customers via online chat, push notifications or social media interactions.

These tools help to quickly respond to customer queries and resolve issues before they become obstacles to sales.

For an e-commerce business, real-time engagement is an effective way of building customer loyalty.

By offering immediate assistance, you improve the customer experience and increase the chances of conversion.

What's more, real-time interactions strengthen the customer relationship by showing that you're attentive to their needs.

Among the real-time engagement solutions worth testing, Intercom offers advanced features for online chat and message automation. Crisp is another powerful tool, known for its live chat and centralized customer communications management capabilities. Gorgias, meanwhile, is specially designed for e-tailers, offering advanced customer service and automation features to respond quickly and efficiently to requests.

‍

10. After-sales service

After-sales service (AS) encompasses all actions taken by a company to assist its customers after the purchase of products or services.

Good after-sales service resolves problems, answers questions and guarantees customer satisfaction.

For an e-commerce brand, effective after-sales service is crucial to customer loyalty.

By offering responsive, quality support, you show your customers that their satisfaction is your priority, which builds trust and encourages repeat purchases. Good after-sales service can turn a negative experience into a loyalty-building opportunity.

Among the after-sales tools to try out, Zendesk is widely used for its flexibility and integrations. Freshdesk offers an intuitive interface and advanced ticket management features. Helpscout stands out for its customer-centric approach and excellent customer service.

‍

11. Online-to-Offline (O2O)

Online-to-Offline (O2O) is a strategy aimed at attracting online customers to physical stores and vice versa.

This approach creates a coherent, integrated customer experience, using online channels to promote in-store activities.

For e-commerce companies with physical points of sale, O2O is a powerful way of building customer loyalty.

By combining the benefits of online and in-store commerce, you can offer an enriched customer experience, increase conversion rates and boost sales.

Among the O2O solutions worth testing, Square offers tools for integrating online and in-store payments. Shopify offers functionality for synchronizing inventory and orders between online and offline channels. Lightspeed specializes in POS solutions for retail businesses.

‍

12. Social media

Social media are online platforms where consumers can interact with brands, share experiences and discover new products.

Used effectively, social media can be a powerful customer retention tool.

For an e-commerce company, social media offer a unique opportunity to create a community around your brand.

By engaging your customers through relevant content, exclusive promotions and regular interaction, you can reinforce loyalty and encourage repeat purchases.

‍

13. Emails & SMS

Emails & SMS (and WhatsApp) are direct communication channels that enable you to reach your customers with personalized, relevant messages.

Whether you're announcing a promotion, sending news or recalling an abandoned shopping cart, these tools are essential for maintaining contact with your customers.

For an e-commerce brand, emails and SMS are effective ways of building customer loyalty.

They allow you to stay top of mind, increase conversion rates and promote events or flash sales.

What's more, the use of WhatsApp offers an additional channel for instant, personalized communications.

Among the solutions worth testing, Mailchimp is ideal for email marketing campaigns. Klaviyo stands out for its segmentation and personalization capabilities. For SMS, Twilio offers a robust and flexible platform. Finally, WhatsApp Business enables direct, instant interaction with your customers.

‍

‍