Is eCommerce Loyalty Dead?
While many think customer loyalty is dying out in the age of eCommerce, it’s actually thriving. However, companies still have to work at fostering it.
Shopping online can sometimes feel like a post-brand landscape. When you’re on Amazon or eBay, brands stop mattering. Instead, you’re looking for the best price or the top-reviewed product. Because of this, many believe ecommerce to be nothing more than a bargain hunt, making customer loyalty a thing of the past.
However, eCommerce loyalty isn’t dead. In fact, it can be stronger than ever if companies tackle it effectively. There is still plenty of space for eCommerce customer loyalty programs as long as brands design, implement and run them correctly. Doing so can then be one of the most effective methods of staying ahead of the competition.
Loyalty points, a valued aspect of shopping
First of all, let’s bust a myth: consumer loyalty isn’t dead, dying, or a waste of time. It’s a solid foundation of any retail strategy. Almost 95% of people who experience excellent customer service go on to make a repeat purchase. This shows how crucial loyalty is when it comes to driving sales.
Nearly 60% of internet users consider earning rewards or loyalty points as one of the best aspects of shopping. These program members are more likely to spend money on their favourite brands, making them extremely valuable. And this is a trend that doesn’t seem to be going anywhere.
eCommerce loyalty more important than ever
The younger generation is even more brand loyal than older consumers. Apparel, footwear and accessories brands are especially popular among millennials, with 62% loyal to at least one brand in this category. Given that traditional advertising is much less effective with millennial and gen Z consumers, this represents an extremely important way to appeal to younger customers.
All this shows that there is a real opportunity for eCommerce brands to expand thanks to customer loyalty. With online retailers experiencing increases in both traffic and sales thanks to COVID-19, loyalty programs represent a huge chance at growth. However, they must be easy-to-use, marketed correctly and driven by customer data.
How to cultivate loyalty?
Rewards need to be simple to earn and redeem, so customers can immediately see the benefits of the program. Redeeming rewards gives them a clear reason to return and make further purchases, increasing their loyalty and chance of becoming a brand advocate. Most importantly, companies need to be able to measure the success of their eCommerce loyalty programs, adapting and changing them wherever necessary.
White Label Loyalty’s platform is a great option for eCommerce businesses, as it offers complete integration into existing systems for simple installation. Once implemented, it is fully customisable and enables brands to tailor their loyalty program to their customers. To help with this, the platform provides plenty of user data to spur on decision-making. If that sounds like something your company could make use of, get in touch to book a demo here.
