The Cost of Shifting
While investing in customer retention takes resources, it's well worth it for the ROI impact.
Retention Marketing Manual 
Building and implementing a retention strategy can involve significant costs, including investments in technology, staffing, and marketing spend. However, the potential return on investment (ROI) and long-term value of a strong retention strategy can far outweigh these costs.
What does investing in customer retention look like in practice
- Technology investments: Investing in the right technology can be expensive, but it can also be a critical component of a successful retention strategy. For example, implementing a customer relationship management (CRM) system can help businesses to better understand their customers’ needs and preferences, and develop targeted retention initiatives that are more likely to resonate with them.
- Staffing: Building and managing a strong retention team can also involve significant costs, including salaries, benefits, and training expenses. However, by investing in knowledgeable and dedicated staff, businesses can more effectively identify and implement retention initiatives that are tailored to their customers’ needs and preferences.
- Marketing spend: Retention initiatives often require marketing spend to effectively reach and engage customers. For example, targeted email campaigns or loyalty programs may require investment in design, copywriting, and other marketing-related expenses.
Despite these costs, the potential ROI of a strong retention strategy is significant. By improving customer retention rates, businesses can increase the lifetime value of their customers, reduce churn, and ultimately drive long-term revenue growth.
For example, one study found that increasing customer retention rates by just 5% can lead to a 25-95% increase in profits. Another study found that acquiring a new customer can be up to 25 times more expensive than retaining an existing one.
Some brands that have successfully implemented retention strategies include:
- Amazon Prime: By offering free shipping, exclusive deals, and other perks, Amazon has been able to create a loyal customer base and drive repeat purchases. According to a survey by Consumer Intelligence Research Partners, Amazon Prime members spend an average of $1,400 per year, compared to just $600 for non-members.
- Starbucks Rewards: Starbucks has been able to build a loyal following through its rewards program, which offers free drinks, discounts, and other perks to members. According to a report by Business Insider, Starbucks Rewards members account for 40% of the company’s total sales.
- Sephora Beauty Insider: Sephora’s loyalty program offers members exclusive discounts, free samples, and other benefits. The program has been highly successful in driving repeat purchases and building a loyal customer base. According to a report by Forbes, Sephora’s loyalty program has over 25 million members and accounts for over 80% of the company’s sales.
Ready to be inspired by five brands embracing a retention-first mindset? Read on.
