The Loyalist Playbook: 60+ Winning Engagement Strategies

The fashion loyalists are the 18% who drive 62% of your revenue, primarily women aged 35-44. They value quality, engage frequently with D2C brands, and are always on the lookout for their next fashionable purchase. Our strategies tap into their habits and preferences to boost engagement and keep them coming back for more.

SMS Engagement Strategy

• Exclusive Drops & Early Access
  Use SMS to offer exclusive first access to new collections, limited-edition drops, or flash sales. Customers who opt into SMS can feel like VIPs, receiving time-sensitive offers before the general public.
  
• Restock Alerts
  Send SMS notifications when popular items are back in stock, especially if they’ve been wish-listed or browsed frequently by the customer.
  

Email Engagement Strategy

• Personalized Product Recommendations
  Leverage past purchase behavior, browsing habits, and customer personas to send tailored product suggestions. This could include ‘complete the look’ styling tips or suggestions based on previous orders.
  
• Seasonal Style Guides
  Create engaging, visually appealing emails featuring style guides for upcoming seasons or events. Highlight new arrivals, best sellers, or curated collections.
  

Loyalty Program Engagement Strategy

• Exclusive Rewards & Experiences
  Offer members-only perks like free shipping, birthday rewards, or early access to sales. Create tiers based on customer spending, rewarding higher spenders with exclusive benefits.
  
• Points for Reviews & Social Shares
  Encourage customers to earn points for writing reviews, sharing on social media, or referring friends. This incentivizes customer engagement and brand advocacy.
  

Reviews Engagement Strategy

• Incentivize Detailed Fashion Reviews (e.g., fit, quality, styling tips)
  Fashion customers highly value detailed reviews that provide insight into fit, fabric quality, and how the item matches with other pieces. Encourage reviewers to include these details by offering loyalty points or discount codes.
  
• Request Reviews with Photos or Videos of Customers Wearing the Fashion Item
  After a customer purchases an item, send a personalized email or SMS encouraging them to leave a review with a photo or video showing how they styled the product. Fashion buyers love seeing how real customers wear items, which increases engagement and trust.
  

Subscription Engagement Strategy

• Personalized Subscription Boxes
  For customers subscribed to a fashion box or styling service, offer customization options based on their preferences, or suggest seasonal items to keep their wardrobe fresh.
  
• Replenishment Reminders
  For customers who subscribe to essentials (e.g., socks, underwear), send automated reminders to restock or adjust their subscription based on their usage.

The beauty loyalists are the 17% who account for 66% of your revenue, often subscribing to five products from their favorite brands. They show strong loyalty and prioritize quality over price. Our strategies leverage this to enhance brand connections and maximize engagement.

SMS Engagement Strategy

• Tutorials and Quick Beauty Tips
  Send SMS messages with mini-tutorials or beauty tips related to the products they’ve purchased or are interested in. This adds value to the customer experience beyond just sales promotions.
  
• Personalized Recommendations Based on Skin Type or Preferences
  Utilize customer data to send highly targeted SMS messages with product recommendations tailored to their specific skin concerns (e.g., oily, dry) or beauty preferences (e.g., clean beauty, vegan).
  
• Product Restock and New Launch Alerts
  Beauty customers are often on the lookout for new products and restocks of popular items. Use SMS to inform them immediately when best-sellers are back or a new collection is available.
  

Email Engagement Strategy

• Ingredient Spotlights and Benefits
  Beauty consumers are increasingly ingredient-conscious. Send educational emails spotlighting specific ingredients (e.g., hyaluronic acid, retinol) and explaining their benefits.
  
• Exclusive Samples for Email Subscribers
  Offer email subscribers access to free samples of new beauty products or deluxe-sized products with their next purchase. This creates excitement and drives conversions.
  
• How-To Guides and Routine Recommendations
  Beauty customers often need guidance on how to use products in their skincare or makeup routine. Send emails with personalized beauty regimens based on the customer’s purchase history or skin concerns.
  

Loyalty Program Engagement Strategy

• Tiered Free Product Rewards
  Introduce Product Rewards at Different Loyalty Levels: Offer free products as a reward that customers can redeem once they hit a certain points threshold or tier in the loyalty program. The higher their tier, the more premium the free products they can choose from.
  
• Free Product for Points Redemption
  Allow Customers to Redeem Points for Specific Products: Create a catalog of beauty products (such as best-sellers, seasonal items, or exclusive products) that customers can exchange for their loyalty points. Offer a range of product types so that customers can pick something that suits their personal beauty needs.
  
• Exclusive Limited-Time Free Product Offers
  Offer Time-Limited Free Product Redemptions: Create excitement by offering certain products for a limited time, making them redeemable only during special promotional periods. This could tie into product launches, holiday promotions, or seasonal changes.
  

Reviews Engagement Strategy

• Encourage Reviews with Before-and-After Photos
  In the beauty industry, customers love to see tangible results. Encourage reviews that include before-and-after photos to show how the product transformed their skin or hair.
  
• Request Reviews Focused on Skin Concerns or Preferences
  Ask customers to leave reviews that highlight how the product worked for their specific skin type or concern (e.g., acne, anti-aging, sensitive skin). This helps future buyers with similar needs make informed decisions.
  
• Showcase User-Generated Content (UGC) on Product Pages and Social Media
  Feature customer reviews with detailed testimonials, photos, or videos directly on your product pages or in social media campaigns to build trust and inspire other shoppers.
  

Subscription Engagement Strategy

• Personalized Beauty Subscription Boxes
  Offer customized beauty boxes based on the customer’s preferences, skin type, or past purchases. Include exclusive items, early access to new products, or limited-edition beauty tools.
  
• Refill Reminders for Consumable Products
  Send automated reminders when it’s time to refill consumable products like foundation, cleanser, or serum, ensuring customers never run out of their favorite items.
  
• Exclusive Access to Subscription-Only Products
  Provide subscribers with exclusive or early access to new launches or limited-edition beauty products not available to non-subscribers.
  

The health & wellness loyalists are the 21% who drive 74% of your revenue, primarily men aged 35-44. They prioritize quality and actively engage with their favorite brands. Our strategies leverage this loyalty, providing personalized experiences that deepen brand connections and enhance ongoing engagement.

SMS Engagement Strategy

• Personalized Wellness Tips Based on Product Purchase
  Send SMS messages offering personalized health or wellness tips related to products customers have purchased, such as nutritional supplements, fitness gear, or wellness devices.
  
• Daily Motivational Texts or Fitness Reminders
  Engage customers by sending daily or weekly motivational texts that support their health and wellness goals, such as fitness reminders or mindfulness prompts.
  
• Exclusive Early Access to New Wellness Products
  Reward SMS subscribers with early access to new health products or wellness programs (e.g., fitness classes, nutrition guides).
  

Email Engagement Strategy

• Wellness Routine Guides
  Send emails with personalized guides on how to incorporate purchased products into daily health routines. For example, explain the best time to take supplements or provide a workout plan using new fitness gear.
  
• Content-Rich Emails Focused on Health Education
  Send educational emails that offer deep insights into holistic wellness practices, ingredient spotlights, or tips for mental and physical well-being. These can include expert advice, blogs, or links to resources.
  
• Seasonal Health Check-In Emails
  Engage customers based on seasonal needs, such as immune support during winter or hydration tips during summer. Highlight products that align with the season’s health challenges.
  

Loyalty Program Engagement Strategy

• Points for Wellness Goals
  Reward loyalty members for achieving specific health or fitness goals, such as completing a workout challenge or sticking to a wellness regimen. Allow points redemption for healthy products, fitness gear, or wellness consultations.
  
• Exclusive Access to Health Consultations or Wellness Webinars
  Offer top-tier loyalty members access to one-on-one consultations with nutritionists, personal trainers, or wellness experts. You could also host exclusive virtual webinars on health-related topics for members.
  
• Personalized Product Rewards
  Allow customers to redeem loyalty points for health and wellness products tailored to their personal wellness journey, such as immunity boosters, fitness recovery products, or mental health tools.
  

Reviews Engagement Strategy

• Request Reviews Focused on Wellness Outcomes
  Encourage customers to leave reviews sharing how products have impacted their health, fitness, or well-being over time. This is especially relevant for supplements, fitness gear, or holistic wellness products.
  
• Before-and-After Wellness Progress Reviews
  Ask customers to provide before-and-after stories or photos showing their health or fitness transformation after using your product (e.g., weight loss, improved sleep, enhanced energy). These reviews are powerful for other health-conscious shoppers.
  
• Spotlight UGC for Fitness and Wellness Success Stories
  Showcase real customer reviews, testimonials, and success stories across your product pages, emails, or social media, highlighting how products have improved wellness.
  

Subscription Engagement Strategy

• Personalized Supplement or Wellness Subscriptions
  Offer customizable wellness subscription boxes based on the customer’s health goals or preferences (e.g., supplements, fitness gear, self-care products). This ensures they receive products tailored to their journey.
  
• Health & Wellness Tracking as Part of Subscription
  Integrate a tracking element with the subscription, where customers can monitor their wellness progress. Send monthly reports with personalized advice or product recommendations based on their tracked data.
  
• Exclusive Access to Health Challenges and Programs
  Provide subscribers with access to wellness programs, guided fitness challenges, or mindfulness practices that complement the products they receive in their subscription box.
  

The home & decor loyalists are the 23% who contribute to 71% of your revenue, primarily women aged 35-44. They value quality, are eager to personalize their spaces, and are always on the lookout for new and exciting products. Many of them live in rural areas and have household incomes lower than those in other industries we’ve researched.

SMS Engagement Strategy

• Room Inspiration and Styling Tips
  Use SMS to provide customers with room styling tips or recommendations on how to arrange furniture and decor. Link directly to products that match the customer’s taste or previous purchases.
  
• Exclusive Early Access to New Collections or Sales
  Send SMS messages offering exclusive early access to new furniture collections or seasonal sales. This is particularly effective for high-ticket home items that customers want to explore before they sell out.
  
• Back-in-Stock Alerts for Popular Items
  Notify customers via SMS when popular home or furniture items they’ve shown interest in are back in stock. These items could include furniture sets, limited-edition pieces, or trending decor.
  

Email Engagement Strategy

• Room Makeover Guides
  Send in-depth email guides showcasing how customers can transform specific rooms (e.g., living room, bedroom) with your products. Include shoppable links for featured furniture and decor items.
  
• Home Design Trends and Seasonal Looks
  Highlight current home design trends or seasonal decor ideas to inspire your audience. You can include collections tailored to different aesthetics (e.g., minimalism, boho, modern farmhouse).
  
• Post-Purchase Care Tips for Furniture
  Send follow-up emails after a customer purchases a high-ticket furniture item with care and maintenance tips. This encourages longevity for their products and builds trust.
  

Loyalty Program Engagement Strategy

• Points for Referrals and Reviews
  Reward customers with points for referring friends or leaving detailed reviews about furniture they’ve purchased. This is especially impactful for big-ticket items, where customer reviews play a major role in the decision process.
  
• Free Shipping or Assembly Services as Rewards
  Offer free shipping, professional assembly, or design consultation as a loyalty reward. Home and furniture purchases often come with these extra costs, so offering them as redeemable rewards can drive loyalty.
  
• Exclusive Access to Design Consultations
  Provide higher-tier loyalty members with access to complimentary design consultations or home styling advice, either virtually or in person.
  

Reviews Engagement Strategy

• Encourage Reviews with Room-Setup Photos
  Ask customers to leave reviews featuring photos of how they’ve styled your furniture or home decor in their space. These user-generated images are highly valuable for influencing future customers.
  
• Request Reviews on Durability and Comfort
  For big-ticket items like sofas, mattresses, or dining sets, ask customers to share detailed reviews about durability, comfort, and quality. This helps future buyers make confident decisions.
  
• Feature Customer Reviews in Design Guides
  Use customer reviews and photos in your email or website room styling guides to inspire other customers. Highlight how real buyers use your products in their homes.
  

Subscription Engagement Strategy

• Furniture Care Subscription Plans
  Offer customers a subscription service that provides care products for maintaining their furniture. This could include wood polish, fabric protection sprays, or leather conditioners delivered on a regular basis.
  
• Seasonal Decor Subscription Boxes
  Provide a subscription service for customers who love to change their decor seasonally. Each box could include curated items like throw pillows, vases, wall art, or small furniture pieces to refresh their space with the seasons.
  
• Custom Furniture Subscription for Small Spaces
  For customers with small apartments or frequent movers, offer a subscription that allows them to receive modular or small-space furniture options. This service could rotate products as their needs change.
  

The food & bev loyalists are the 25% who drive 78% of your revenue, primarily men aged 35-44. These shoppers tend to buy frequently and prioritize price when making decisions. They’re also highly influenced by product recommendations, loyalty programs, and customer reviews.

SMS Engagement Strategy

• Exclusive Recipe and Pairing Suggestions
  Send SMS messages with exclusive recipes or tips on pairing food and beverages with items they’ve purchased. This helps enhance the customer’s experience and gives them practical ways to use your products.
  
• Restock Alerts for Consumable Products
  Many food and beverage products are consumable, so use SMS to notify customers when it’s time to restock, especially for pantry staples, coffee, wine, or snack subscriptions.
  
• Exclusive SMS Discounts for Seasonal Products
  Promote seasonal food and beverage products via SMS with exclusive discounts for subscribers, such as holiday treats, limited-edition flavors, or special event-themed items.
  

Email Engagement Strategy

• Seasonal Recipe Collections and Meal Planning Tips
  Send emails with curated seasonal recipes or meal-planning guides featuring your products. Offer tips on how to use products in multiple meals or snacks for the week.
  
• Ingredient Spotlights and Health Benefits
  Create emails that focus on specific ingredients in your food or beverage products, highlighting their health benefits or unique qualities. This can be especially useful for organic, plant-based, or functional foods.
  
• Post-Purchase Recipe Follow-Up
  After a customer buys a food or beverage product, send a follow-up email with recipes or serving suggestions for that product. This enhances the value of their purchase and encourages repeat orders.
  

Loyalty Program Engagement Strategy

• Free Samples of New Flavors or Products as Rewards
  Offer free samples of new or seasonal food and beverage items as redeemable rewards in your loyalty program. Customers can use points to try new products before they’re available for sale.
  
• Exclusive Access to Virtual Tastings or Cooking Classes
  Offer loyalty members exclusive invitations to virtual tastings or live cooking classes featuring your products. This adds value to their membership and deepens their connection with your brand.
  

Reviews Engagement Strategy

• Encourage Reviews on Flavor, Freshness, and Packaging
  For food and beverage items, encourage customers to leave reviews that highlight the flavor, freshness, and packaging quality. This helps other buyers make informed decisions, especially with perishable goods.
  
• Request Reviews with Recipe Ideas
  Ask customers to share their favorite recipes or ways they used your product in their review. This creates a sense of community around food and provides useful content for other buyers.
  
• Feature Customer Reviews in Recipe Emails and Product Pages
  Highlight customer reviews on product pages or in recipe-focused emails. For example, you can show how real customers used your products to create delicious meals or snacks.
  

Subscription Engagement Strategy

• Customizable Food and Beverage Subscription Boxes
  Offer personalized subscription boxes where customers can select their favorite products, like snacks, coffee, wine, or meal kits. Allow them to adjust their preferences based on their dietary needs or tastes.
  
• Seasonal or Specialty Food Subscription Plans
  Create subscription options that rotate based on the season or specialty themes (e.g., holiday flavors, organic products, regional delicacies). This keeps customers engaged and excited about trying new flavors.
  
• Subscription Perks like Free Shipping or Bonus Products
  Offer subscribers perks like free shipping or bonus products in their monthly box to incentivize sign-ups and encourage long-term loyalty.
  

Conclusion

There you have it! By implementing these strategies, you’re not just driving sales; you’re building a community of brand heroes.

They have a great impact—not just because they shop, but because they shape your brand through loyalty, advocacy, and influence. Those meaningful connections and experiences will keep them coming back for more.

So, go forth and tap into the full potential of your loyalists!