With the arrival of Customer Day, celebrated on September 15, companies from various sectors intensify their loyalty strategies to win and maintain consumer loyalty. Rewards programs, personalized service and technological innovations are at the center of actions that seek to turn the date into an opportunity to strengthen the relationship with the public and boost business. 

In 2023, the same period generated a turnover of R$ 72.5 million from September 10 to 16, a number 21.5% higher compared to 2022 for Brazilian e-commerce, according to the platform for creating online stores Nuvemshop. In addition, the goal of creating the Customer Day, with credits to the responsible, the businessman Joao Carlos Rego, was to warm up sales in a month that used to be weak for retail. The celebration that emerged in 2003, however, after 21 years, renews itself by focusing on the relationship with the consumer. But, currently, in the digital age, what loyalty strategies have companies done in order to maintain their loyal base?

The trend I believe most in for the loyalty sector is a hybrid format, which combines a points model with a strong emotional connection with the customer. More than just maintaining a loyal base of consumers, the brand must understand what really has value for its audience and offer a memorable reward. Only then will it be possible to create a genuine bond with it and, consequently, stand out from the competition”, explains Marina Montenegro, Trends Strategist and Researcher at Rethinktechnology consulting, design and strategy focused on digital products. 

Taking this into consideration, a Yuool, Brazilian startup of comfortable and sustainable sneakers, focuses on customer experience from day zero. The loyalty of consumers is a priority for the brand, considered one of the main DNVBs (Digitally Native Vertical Brand) of the country, a business model that is characterized by companies born in the digital era with direct sale to the end customer, without distribution channels and intermediaries and focusing on technology and experience. 

In 2023, the brand recurrence rate was 42%, evidencing the effectiveness of its initiatives.And one of the responsible for this number is “Indicate & Win“, one of the main loyalty programs of the Brazilian startup. Indication is one of the most direct ways to reward customer loyalty and, therefore, when presenting Yuool to friends and family, the nominees get 15% discount on the first purchase, and the customer who indicated receives R$ 100.00 in credits for each purchase made, and may even win a free sneaker with only 4 to 5 nominations.“Our goal has always been to create a genuine and lasting relationship with our customers. With this strategy, we want to repay the trust they deposit in Yuool, encouraging Yukhe to share this experience with Abuo.

Already for the Couponation ^ (coupons and discounts are ways to save time, avoid exhaustive searches for offers and also optimize the shopping experience.“Cupons are a powerful tool to promote loyalty, encouraging recurring purchases, improving customer perception and building a buying habit. Through them, brands can also reach new customers and, consequently, increase their sales”, says Maria Fernanda Junqueira, co-founder and managing director of Couponation. In July, the platform registered the use of more than 70 thousand coupons in the clothing segment, providing a savings of 1 thousand of R5 million.

For Henrique Falcao, Director of Growth Daki, Marketplace application and essential on demand, it is important to take into account at least three main factors for customer loyalty in online retail: a wide assortment of products, affordable prices and speed of delivery.“Applications that offer a wide variety of brands and unique items can attract and retain a diverse consumer base, which can significantly increase the profitability of”, he comments.

Seeking to further strengthen the relationship with its customers during the period, Daki also has exclusive promotions. Between September 15 and 17, in the purchase of a Mug Stanley, by R$ 189.90, the company's customers will earn R$ 80 in Nestle coffee capsules. 

Even in the agricultural sector, companies are looking for ways to retain their customers. Among the initiatives, the Orbia it stands out as one of the pioneers, which has been revolutionizing the sector for more than five years with its loyalty program. It allows rural producers to accumulate points when registering invoices or making purchases with company partners, essential items for farmers and exchange this score for new products or services that benefit both the farm, as the day to day professional with items for personal use. 

With the loyalty market in Brazil expanding, which accounted for a turnover of R$5.2 million in the first quarter of 2024, the according to data from the Brazilian Association of Loyalty Market Companies (ABEMF), the startup stands out for offering competitive advantages to this audience. 

“Fidelizing rural producers is fundamental to strengthen the foundations of agribusiness in Brazil. In Orbia, we believe that offering real and tangible advantages to producers is the key to creating a lasting and beneficial relationship for both sides. With our loyalty program, we turn each purchase into a growth opportunity, allowing producers to invest even more in their operations. This not only brings direct benefits, but is also revolutionizing the sector by introducing a new dynamic of appreciation and rewards”, emphasizes CEO, Ivan Moreno.

In an increasingly competitive business landscape, retailers are constantly looking for ways to optimize their communication strategies with customers. It is in this dynamic context that digital signage stands out as an exceptional tool to enhance visual communication in retail. “In the midst of a sea of store options available to consumers, ensuring that the store captures and maintains customer attention is a challenge. Its simple presence does not automatically guarantee that it will be persuaded to make a purchase”, says Edgar Junior, vice president of Technology at Pricefy by Selbetti (www.pricefy.co.uk), a reference company that offers technology to make in-store communication a transformative experience for employees and shoppers.

As Edgar says, a store can offer the best offers, with irresistible prices and conditions, but if the communication of this promotion is not effective, the result can be frustrating. Digital signage represents an advance in the sphere of visual communication in retail, raising it to a new level. “Using digital screens and panels, digital signage displays information about products, prices and promotions, in a similar way to conventional posters. However, its capabilities go much further, offering a dynamic and captivating communication”, says the executive.

Although it is a notable presence in other sectors, such as airports, gyms, hotels and restaurants, digital signage gains space in retail for its versatility. Technology enables a more dynamic and attractive way of communicating with consumers. “While traditional posters display information in a static way, digital signage presents them in a visually more impactful way.This does not imply the obsolescence of posters, but reinforces the importance of digital signage as a complementary tool”, he says.

Good experiences for customers & customers Digital signage has evolved to enable interactive experiences such as touchscreens that allow customers to explore products, access digital menus, use self-service systems, and even provide feedback to stores.

“Among the pressing challenges of visual communication in retail, price updating and agile dissemination of offers stand out. With digital signage, the task of creating content becomes easier and more flexible. From design to placement on digital panels and screens, it adds dynamism and efficiency to the” process, says Edgar Junior. “Enhipping operational efficiency, the store is free to focus its commitment on the customer. One of the great assets of digital signage is its ability to optimize the consumer experience”, he adds.

Using the power of digital screens, it is possible to engage the customer in a differentiated way. Interactive content has the power to hold the attention of the consumer more effectively, fostering real engagement throughout their purchase journeys. In addition to making in-store purchases, consumers are more likely to develop a positive and lasting perception of the brand. “The use of digital signage, therefore, transcends mere visual communication, becoming an impactful vehicle to forge lasting connections with the target audience”, says Edgar.