10 Proven Strategies for Building Customer Loyalty
by Jaidyn Farar
What makes customers loyal to a brand? Loyalty largely depends on two factors: the quality of your products and the experiences customers have with your business.
This article will explain what customer loyalty is, why it’s so powerful, and how you can keep customers loyal in the high-competition realm of ecommerce.
The power of customer loyalty
Customer loyalty is when shoppers consistently choose your brand over competitors. Loyalty doesn’t always come quickly—it has to be earned over time through reliability, quality, and great customer interactions.
When you put in the work to build trust with customers, you’ll find that they stick around longer, buy more frequently, and spread the word about your brand.
Bottom line? Building customer loyalty is definitely worth it.
Long-term benefits of building customer loyalty
Before featuring our 10 strategies to build brand loyalty, let’s take a closer look at why customer loyalty matters so much.
- Higher customer retention. Loyal customers are less likely to switch to competitors. When your business stands out for quality, service, or unique offerings—not just price—you give customers plenty of good reasons to stick around.
- Higher revenue. Repeat customers tend to spend more over time. Because they trust your brand, they’re willing to try new products, upgrade to premium options, or add extra items to their cart.
- Lower marketing costs. Keeping existing customers engaged is more cost-effective than constantly acquiring new ones.
- Better brand reputation. A strong base of loyal customers reinforces your credibility and reliability, positioning your brand as one worth sticking with.
- Easier to gain new customers. Loyal customers often become brand ambassadors, recommending your business to friends and family. They’re also more likely to leave positive reviews, which influence potential buyers.
10 proven strategies for building customer loyalty
Wondering how to build customer loyalty? The first step is understanding what makes customers loyal to a brand.
Research suggests that product quality is key in building brand loyalty; one study found that 82% of consumers list it as the top factor. So your first objective should be creating high-quality products that provide real value to shoppers.
But that’s not enough on its own.
Many brands sell useful, well-made products. To stand out from the competition and keep customers coming back, you need to consider every facet of the shopping experience.
These 10 strategies are a great place to start.
1. Design a great post-purchase experience
You’ve probably put lots of time and effort into designing an ecommerce website that looks great and is optimized for conversions. But what happens after the sale?
A smooth post-purchase experience reassures customers that they made the right choice, making them more likely to buy from you again.
Quick communication
Customers want to know what’s happening with their order, so keep them informed every step of the way. Send order confirmation emails immediately after purchase, followed by shipping updates with tracking details.
Reliable, affordable shipping
While fast shipping is always a perk, many customers prioritize cost and reliability over speed. In fact, over 95% of them would prefer free shipping with standard delivery over a more expensive expedited option.
To keep shipping affordable and reliable, you’ll need to work with trustworthy carriers. Shipping APIs like EasyPost are helpful here, making it simple to integrate with carriers, access discounted rates (and pass those savings on to customers), and generate shipping labels. Learn more here.
Flexible returns
Did you know that over 65% of consumers are likely to abandon an online shopping cart if the business doesn’t offer a flexible returns policy? Ouch. And even when shoppers follow through with purchases, complicated or restrictive return policies can quickly turn a one-time issue into a lost customer.
The solution? Make returns easy by offering prepaid labels, clear instructions, and fast processing. Once a return is received, issue refunds or exchanges quickly—customers don’t want to wait weeks to get their money back.
“The key to getting [customers] to come back is you have to build trust and create a really seamless experience … on both the purchase and the return.” — Eric Wimer, The Future of Returns
2. Offer great customer service
Don’t underestimate the value of customer service—great service can turn a frustrated customer into a loyal one.
You can perfect your customer service strategy by training your team to provide personalized, prompt, and empathetic service. Remember, customers don’t want generic, scripted responses. Customer service agents should address them by name, listen to their concerns, and offer solutions that fit their situation.
Speed also matters, especially when resolving issues like lost, delayed, or damaged packages. Customers shouldn’t have to chase down support or argue for a refund. Make the process easy by offering quick replacements, clear return policies, and proactive communication.
3. Connect with customers through multiple channels
Customers expect to interact with your business on their terms, whether they need support, want to browse products, or are looking for the latest updates.
- Customer service. Some customers like live chat for quick answers, while others prefer email or phone support. Offering multiple options allows customers to reach you in the way that’s most comfortable for them.
- Marketing. Your audience isn’t just in one place, so your marketing shouldn’t be either. Social media, email, SMS, and even direct mail can all work together to keep customers engaged.
- Shopping. Loyalty grows when shopping feels effortless. An omnichannel strategy allows customers to browse and buy from you however they choose—whether that’s on your website, through social media, or in a mobile app.
4. Implement a customer loyalty program
A loyalty program is a system that rewards repeat customers with discounts or other perks (like free shipping or access to exclusive products) when they make purchases or engage with your brand. These programs help customers feel valued while incentivizing them to shop more often and spend more per order.
Here are a few types of loyalty programs to consider:
- Points-based. Customers earn points for every dollar spent, which they can later redeem for discounts, free products, or other perks.
- Tiered. Shoppers move up loyalty tiers based on spending or engagement levels, unlocking bigger rewards as they go.
- Paid. Customers pay a fee to access exclusive perks, similar to Amazon Prime. Paid loyalty programs can be very successful; one survey found that members of paid programs are 60% likely to spend more (compared to 30% for free programs).
Whichever type you choose, your loyalty program should be simple and easy to understand—customers won’t engage if they’re confused about how to earn or redeem rewards.
5. Leverage customer feedback
Customer feedback is one of your most valuable tools for building customer loyalty. When you ask for—and act on—feedback, you show customers that you care about improving their experience.
One of the easiest ways to collect feedback is to request reviews after a purchase. Take these reviews seriously, whether they’re positive or negative. Responding to negative reviews demonstrates that you’re willing to make things right.
Beyond product reviews, pay attention to feedback on social media and customer service interactions. If customers voice concerns or ask questions, always respond quickly and thoughtfully.
6. Personalize the customer experience
When customers feel like a brand truly understands them, they’re more likely to stay loyal. Tailoring your products, recommendations, and marketing to fit their individual needs makes them feel valued and encourages them to make repeat purchases. Sixty-seven percent of retail consumers want more personalized interactions and real-time recommendations when shopping online.
To get started with personalization, collect and analyze customer data to understand their buying behavior, preferences, and browsing habits. Then, use this information to recommend products based on what they’ve purchased before or what they’ve shown interest in.
Depending on your products, you could even take personalization a step further with quizzes or surveys. For example, a beauty brand could offer a quiz to help customers find the perfect skincare routine, or a clothing brand could help shoppers pick out outfits based on style preferences.
7. Create emotional connections
An emotional connection can turn casual shoppers into passionate advocates.
Community engagement
One powerful way to create connections is by creating a community around your brand. This fosters a sense of belonging, where customers feel like they’re part of something bigger than just a transaction.
Social media is a great place to build community and interact with customers in a genuine, conversational way. Make sure to respond to comments, share user-generated content, and create posts that invite interaction, like polls or questions.
Content marketing
Content marketing is another great tool for building emotional connections.
If you’re not sure where to start, try creating behind-the-scenes looks at your business. You might show how products are made, highlight your team members, or share your brand’s journey.
8. Build trust through transparency
Transparency is key to building trust with customers. This means communicating honestly and openly about your company’s practices, from product sourcing to shipping times and especially your returns policy.
When customers know exactly what to expect, they feel more confident and secure in their purchases.
If things go wrong, being transparent about how you’ll handle the issue can actually increase loyalty, as people appreciate honesty and fairness.
9. Learn about (and reward) your most loyal customers
By identifying frequent buyers and brand advocates, you can better understand their needs, preferences, and behaviors. This not only helps you cater to them more effectively but also guides you in finding new customers who share similar traits.
How can you identify your loyal customers? For starters, look at your website data, tracking repeat buyers and those who spend more than average. Social media interactions like shares, tags, and comments are also great indicators of customer loyalty.
Consider surprising your most loyal customers with small, personalized gifts or exclusive offers as a way to “surprise and delight” them.
In addition to strengthening loyalty, this approach encourages customers to continue advocating for your brand.
10. Emphasize shared values
One powerful way to build customer loyalty is by emphasizing shared values. This is especially true when it comes to younger generations; about half of Gen Zers want companies to take a stance on social issues like racial justice and climate change.
To choose values that resonate, pay attention to the issues that matter most to your audience.
Be open to tweaking your messaging over time based on customer feedback or shifting trends, but always stay authentic to the core values that define your brand.
Want a few examples? The following brands have all done an excellent job connecting with customers through shared values:
- Patagonia: sustainability. Patagonia is known for its environmental activism and commitment to using sustainable materials in its products.
- Everlane: ethical sourcing. Everlane promotes transparency in its supply chain, ensuring customers know how their products are made and who is making them.
- Ben & Jerry’s: community engagement. Ben & Jerry’s has long been involved in social justice issues, using their platform to promote equality and fairness.
How to build brand loyalty: Implementing these strategies in your business
In this section, we’ll walk through the steps to implement loyalty-building strategies effectively—without trying to take on too much at once.
Assess your current loyalty efforts
Before diving into new loyalty strategies, it’s important to take stock of your existing efforts.
Evaluate the current customer experience, from the post-purchase process to customer service and your existing loyalty programs. Are there areas where customers feel frustrated or unsupported?
For example, if you’re already running a basic loyalty program, but you notice customers aren’t engaging much with it, you might need to offer more relevant rewards or make the program easier to use.
Once you’ve pinpointed areas for improvement, you can start planning your next steps.
Incorporate new strategies gradually
We get it—these customer loyalty strategies are exciting! But resist the urge to try to implement them all at once. Start by focusing on one or two key areas, such as improving your post-purchase experience or launching a simple rewards program.
Testing smaller changes first allows you to measure their effectiveness without overwhelming your team or your customers.
Over time, as you see success in one area, you can build on it by integrating more advanced strategies.
Measure your success
Tracking several key metrics can help you understand if your loyalty strategies are working:
- Customer lifetime value (CLV). CLV tracks the total revenue a customer is expected to generate for your business throughout their relationship with you.
- Repeat purchase rate (RPR). RPR is the percentage of customers who make more than one purchase. This is a great indicator of whether your brand is successfully turning one-time buyers into repeat customers.
- Average order value (AOV). This metric tracks the average amount spent per order. A higher AOV suggests that your loyalty efforts are encouraging customers to purchase more each time they shop.
- Net promoter score (NPS). NPS measures how likely customers are to recommend your brand to others.
- Email opens and click-through rates (CTRs). It’s helpful to know how many customers are engaging with your email campaigns. High open rates and CTRs show that your messaging is resonating with customers.
- Social engagements. Monitoring likes, comments, and shares on social media provides insight into how customers are interacting with your brand online.
Challenges in building loyalty
While building customer loyalty is essential for long-term business growth, you might face challenges along the way.
Shifting consumer expectations
The challenge: Consumers today are more demanding than ever before. They have high expectations around speed, personalization, and transparency—and not much patience with merchants that can’t keep up.
The solution: Regularly gather customer feedback, monitor industry trends, and be agile in adjusting your strategies.
Lots of competition
The challenge: With so many options available online, customers can easily switch to a competitor. Simply offering a great product isn’t enough to stand out from the crowd.
The solution: To keep customers loyal, you have to differentiate your business by building emotional connections, providing exceptional service, and emphasizing the unique values your brand upholds.
One-time buyers
The challenge: Converting one-time buyers into repeat customers can be tough, especially in a crowded ecommerce landscape.
The solution: To hold the interest of new customers, try implementing strategies like personalized email follow-ups, targeted promotions, or special loyalty offers that encourage a second purchase.
Increase loyalty with great shipping
When customers have a great delivery experience, they’re more likely to return for a second purchase. On the other hand, when things go wrong, you’re stuck doing damage control—and even the best customer service may not be enough to win back consumer trust.
EasyPost’s shipping solutions help businesses maintain customer satisfaction and loyalty with a headache-free delivery process:
- Save money with built-in shipping discounts and pass those savings to customers.
- Use shipping data to select carriers you can rely on for on-time delivery.
- Make sure packages go to the right location with address verification.
- Allow buyers to track their shipments in real time.
- Insure valuable or fragile products against loss, damage, or theft.
Ready to give customer loyalty a boost?