Consumer Day, celebrated on March 15th, has established itself as one of the most important dates in the retail calendar, alongside Black Friday. Online sales during Consumer Week 2024 grew by 13.9% compared to the previous year, with total revenue increasing by 11%, according to research by Linx.
However, more than just an opportunity to attract new customers, the date should be seen as a strategic moment to strengthen relationships with existing buyers and ensure repeat purchases. To empower merchants in this challenge, Loja Integrada, a leader 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) at Loja Integrada, “customer loyalty goes far beyond occasional discounts. It involves the strategic use of data to create personalized experiences, encourage repeat purchases, and strengthen the bond between brand and consumer. Companies that master this process ensure sustainable growth and a loyal customer base.”
Repeat purchases in e-commerce
Repeat purchases are 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. Additionally, repeat customers tend to spend more and recommend the brand, generating a cycle of organic and predictable growth,’ explains Bacic.
Customer loyalty and repeat purchases go hand in hand: consumers who trust the brand, 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
Loja Integrada’s CPO has compiled the best practices for merchants who want to turn customers into fans and increase their repeat purchase rates:
- Collectible and exclusive gifts
Small personalized and collectible gifts encourage repeat purchases by creating a sense of exclusivity and belonging to the brand. “A recent example we developed was the collectible Neymar cards 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% over R$ 200, and 15% over R$ 300. - Personalized retargeting campaigns
Using enriched data to segment customers and offer promotions based on past purchases increases conversion chances. This can be done through email marketing, targeted ads, and personalized notifications. - Loyalty programs and cashback
Creating a points program that can be exchanged for discounts or exclusive benefits increases customer engagement and encourages new purchases. - Exclusive discounts for repeat customers
Creating personalized offers for past buyers, such as ‘VIP Discount for Loyal Customers’ or ‘Exclusive Offer for Those Who Have Made Two Purchases,’ strengthens the bond with the brand. - Post-purchase emails and messages
A simple thank-you email after a purchase, followed by a special offer or relevant content, can significantly increase repeat purchase rates. - Personalized website experience
Using data intelligence to suggest products based on a customer’s purchase history improves the experience and increases conversion chances.
The potential of data enrichment in loyalty
Data enrichment is a competitive advantage for online stores. This process involves combining a company’s internal data with external and behavioral customer information, 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 repeat purchases but also builds a relationship of trust and closeness with the consumer,” concludes Lucas Bacic.
