The Ultimate eCommerce Retention Playbook
Top strategies for strengthening customer relationships from leading brands.
Chapter 1
Use Loyalty Programs to Drive Stronger Retention
Loyalty programs are a key retention strategy to lock in loyal shoppers and drive higher value with every action they take, including both transactions and engagements.
3 Lessons
Lesson 1
How Loyalty Creates Long-Term Brand Lovers
For eCommerce brands looking to drive retention from their shoppers, a loyalty program is an obvious — and highly effective — first choice for a long-term strategy.
Lesson 2
Strengthen Emotional Bonds With a Loyalty Program
Emotional loyalty goes beyond earning points and moving up to higher VIP tiers; it means tapping into shoppers' genuine connection with their favorite brands.
Lesson 3
Create Loyalty Experiences that Drive Value
By rewarding for the behaviors you’d like your customers to take, your brand can drive more value from each shopper, extending lifetime value with every interaction.
Chapter 2
Personalization at Scale: Engage & Retain Shoppers With Segmentation
What types of customer experiences drive retention? Experiences that are exactly what customers want — no hiccups or friction. On the customer side, everything should feel easy and seamless, no matter the channel or touchpoint.
3 Lessons
Lesson 1
Cater to the Influx of Mobile Shoppers
One of the best ways to leverage SMS marketing to maximize retention? Integrate all of your marketing strategies together with your mobile channel to create better experiences.
Lesson 2
Personalize and Predict Shopper Engagement
Personalization means more than just slotting a customer’s name into an email. It means recognizing a shopper as an individual, including a comprehensive view of their data: past purchases, shopping behaviors, traits, preferences, and more.
Lesson 3
Show Customers You Recognize Them
Without rich data from across your brand’s tech stack, it can be difficult to get a complete picture of your customers or understand their sentiment toward your brand, resulting in experiences that feel incomplete or disconnected.
Chapter 3
Focus on Community Advocacy
Brands need to double down on advocacy and engagement to build customer relationships that last. It's essential for brands to create opportunities that allow their customers to speak for them to build and engage community.
3 Lessons
Lesson 1
Engage on Social Media
Social platforms are a place to build niche followings, engaged communities, and highly personal and interactive relationships with customers and fans.
Lesson 2
Educate, Inform, and Reward
If a shopper just made a purchase and isn’t ready to make another, or your brand offers a product or service with a low purchase frequency, try engaging shoppers in between purchases with educational content.
Lesson 3
Incentivize Customers to Refer Friends
If shoppers love your brand, they also want to share the love with their community of friends and family in the form of referrals.
