Consumer Day, celebrated on March 15th, has established itself as one of the most important dates on the retail calendar, alongside Black Friday. Online sales during the 2024 Consumer Week grew by 13.9% compared to the previous year, with total revenue increasing by 11%, according tosurveyfrom Linx.
However, more than an opportunity to attract new customers, the date should be seen as a strategic moment to strengthen relationships with those who have already purchased and to ensure repeat business. To train retailers in this challenge, Loja Integrada, a 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 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."
Repurchase in e-commerce
Buyback is one of the pillars for the sustainability and growth of an online business. As illustrated by Philip Kotler, considered the Father of Marketing, "winning 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, creating a cycle of organic and predictable growth," explains Bacic.
Customer loyalty and repeat purchases go hand in hand: consumers who trust the brand, have 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 because they create a sense of exclusivity and belonging to the brand. "A recent example we developed was Neymar's collectible 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. - Customized 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
Creating personalized offers for those who have already purchased, such as "VIP Discount for loyal customers" or "Exclusive offer for those who have made two purchases," strengthens the bond with the brand. - Post-sale emails and messages
A simple thank-you email following a purchase, accompanied by a special offer or relevant content, can significantly increase repeat purchase rates. - Personalized experience on the website
Using data intelligence to suggest products based on the customer's purchase history improves 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 involves combining the company's internal data with external and behavioral customer information, generating valuable insights to personalize offers and improve communication.
"Brands that use enriched data are able to 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.
