Consumer Month: 7 Smart strategies in e-commerce to turn customers into fans

Consumer Day, celebrated on March 15, has consolidated as one of the most important dates in the retail calendar, alongside Black Friday. Online sales during Consumer Week 2024 grew 13.9% over the previous year, with total revenue increasing 11%, according to surveying by Linx.

However, more than an opportunity to attract new customers, the date should be seen as a strategic moment to strengthen the relationship with those who have already bought and ensure the repurchase.To empower retailers in this challenge, the Integrated Store, a reference in automation and data intelligence for e-commerce, presents intelligent loyalty strategies that can be applied throughout the Consumer Month.

According to Lucas Bacic, Chief Product Officer (CPO) of Loja Integrada, “a customer loyalty goes far beyond one-off discounts.It involves the strategic use of data to create personalized experiences, encourage repurchases and strengthen the link between brand and consumer. Companies that master this process ensure sustainable growth and a loyal customer base.”

Repurchase in e-commerce

Repurchase is one of the pillars for the sustainability and growth of an online business. “As illustrated by Philip Kotler, considered the Father of Marketing, “conquering a new customer costs 5 to 7 times more than maintaining a current one. In addition, recurring customers tend to spend more and recommend the brand, generating a cycle of organic and predictable growth”, explains Bacic. 

Customer loyalty and buyback go hand in hand: consumers who trust the brand, have had a good experience and feel valued are more likely to come back and buy again. But what are the best strategies to stimulate this behavior?

Smart loyalty strategies for e-commerce

The CPO of Loja Integrada has gathered the best practices for retailers who want to turn customers into fans and increase their repurchase rates:

1. Collectible and exclusive gifts
   Small personalized and collectible gifts encourage repurchase, as they create a sense of exclusivity and belonging to the brand.“A recent example we developed were Neymar collectible cards for the launch of Next10” store, says Bacic. 
2. Progressive discounts
   Offering tiered discounts according to purchase volume encourages larger orders and customer loyalty. Example: 5% for purchases above R$ 100, 10% above R$ 200 and 15% above R$ 300.
3. Custom retargeting campaigns
   Using rich data to target customers and offer offers based on previous purchases increases the chances of conversion. This can be done by email marketing, targeted ads and personalized notifications.
4. Loyalty and cashback programs
   Creating a points program that can be redeemed for exclusive discounts or benefits increases customer engagement and encourages new purchases.
5. Exclusive discounts for recurring customers
   Creating personalized offers for those who have already bought, such as “VIP discount for loyal” customers or “Exclusive offer for those who have already made two” purchases reinforces the link with the brand.
6. Emails and after-sales messages
   A simple email thanking you for the purchase, followed by a special offer or relevant content, can significantly increase repurchase rates.
7. Personalized experience on the site
   Using data intelligence to suggest products based on customer purchase history improves the experience and increases the chances of conversion.

The potential of data enrichment in loyalty

Data enrichment is a competitive advantage for online stores.This process consists of combining internal company data with external and behavioral information from customers, generating valuable insights to customize offers and improve communication.

“Brands that use enriched data can better understand their customers and offer more relevant experiences. This not only drives buyback, but also builds a relationship of trust and proximity with the” consumer, concludes Lucas Bacic.