Expert strategies for building customer loyalty in 2024

As the digital marketplace grows increasingly crowded in 2024, eCommerce businesses face the crucial challenge of not just attracting customers but securing their loyalty. What strategies can be employed to achieve this? We turned to industry leaders for their insights. 

From focusing on brand identity and delivering on promises to creating standout experiences and fostering a sense of community, these expert tips will guide your business in nurturing loyalty in an ever-evolving online landscape.

Strategies for building customer loyalty in 2024

We asked: How can eCommerce businesses build and maintain customer loyalty in 2024?

Here’s what our experts had to say: 

Focus on your brand

“Focus on your brand. It sounds counter-intuitive to look inward when talking about customer loyalty.

But the truth is: points programs, rewards, perks, etc., are not what creates customer loyalty.

Customers are loyal to brands they identify with—brands that stand for something they believe in.

So take a stand, plant your flag, and be a brand that is actually for someone.

You can't be for everyone, so decide who you ARE for, and call it out every chance you get.”

- Brian Becker, Cofounder at FlowCandy

Deliver on your promises

“In 2024, the eCommerce landscape is expected to be as competitive as ever if not more.

In such a dynamic market, it is important to build and maintain customer loyalty. This means not just meeting but exceeding expectations in every aspect, from quality products to reliable delivery. Customers expect the best and trust brands that deliver on their promises.”

-  Irina Poddubnaia, Founder at TrackMage

Create a standout customer experience

“In the eCommerce space - your competitors are always a few clicks away - so building loyalty is incredibly important. And the best way to do that is through going above and beyond in customer experience - from the webpage to customer support to the shipping process to the unboxing. Even simple things like adding extra freebies to orders or a personal note can go a long way.

Another aspect of building loyalty is through engagement with the brand - by developing a narrative and set of values that resonate with the audience, building a community around the brand, and even involving the audience in product development. If you can make people fall in love with your brand - you’ll be able to outperform your competitors.”

-  Indrikis Jansons, Senior Marketing Strategist at YOCTO

Great experiences, incentives, and personalization 

“Make sure to take every opportunity to capture email and SMS subscribers, grow your social following and turn customers into evangelists through great experiences (and even incentives). Consider refer-a-friend apps, loyalty programs and product quizzes that help you collect 1st party data for better remarketing and personalization.”

- Linda Bustos, Founder of Ecom Ideas

Create a sense of community

“Give a sense of community: build something with your audience and let them have some impact on your brand. This could be interviews, quotes, UGC videos included in your product pages, etc. Give a name to your community. Make them feel like a family. Here's a nice idea: create a playlist with them at some time of the year, asking them to send you their favorite songs of the moment: you'll have an engaging asset to promote, 100% built by your community.”

- Mehdi BOUFOUS, Founder of Panoramata.co

One-size-fits-all doesn’t work

“How can eCom businesses maintain customer loyalty in 2024? Not with reward points ... that's for sure.

A one-size-fits-all approach can't work.

Research ... I know, annoying -- but you must ask.

1. Do they prefer full-sized free samples of new products to launch? (Not just a way to push cross-sells... It also adds to the foundation of loyalty, and loyalty is the biggest AOV & upsell amplifier).

2. Do they want conventional reward tiers & social bragging rights?

3. Do they want to be featured for the right reasons?

Of course, stellar customer service, truth, transparency - the good stuff. We shouldn't even have to talk about them.. they are table stakes.”

- Trina Moitra, Head of Growth at Convert.com

Post-purchasing experience is equally important

“The key to building and maintaining customer loyalty in 2024 lies in providing an exceptional post-purchase experience, with a strong emphasis on customer service.

To really win over your customers, focus on giving them more than just a product or service.

Show them how to get the most out of what they've bought with easy-to-follow guides and handy tips via email.

Adding a personal touch, like a handwritten note, can really make a difference too.

If you have a special community for your brand, invite your customers to join.

It's a great way for them to feel connected and keep engaging with what you offer.

For your big spenders, a personal phone call to see if they need any help after their purchase can go a long way.

It shows you deeply care about their experience.

Once you've built this strong relationship and support network, sweeten the deal by offering them a discount for their next buy (via email or SMS).

This encourages them to shop with you again and shows them how much you value their loyalty.”

- Ugo Balestrazzi, eCommerce Retention Marketing Consultant of Corbulo Star Media

Find a strategy that works for you 

“There are a number of ways that brands can maintain customer loyalty, for example: 

• Limited-time offers and flash sales: Create urgency and excitement among customers by offering time-limited discounts, exclusive deals, or flash sales, encouraging quick purchases.

  
  

• Upselling and cross-selling: Implement strategic upselling and cross-selling techniques by suggesting complementary or upgraded products during the purchasing process.

  
  

• Abandoned cart recovery: Utilize automated emails or notifications to remind customers about items left in their carts, offering incentives or discounts to encourage completion of the purchase.

  
  

• Seasonal campaigns and holidays: Create targeted marketing campaigns around seasonal trends, holidays, or special events to capitalize on increased buying intent during these periods.

  
  

• Free shipping and return policies: Offer free shipping or flexible return policies to alleviate concerns and barriers that may prevent customers from completing a purchase.

  
  

• Referral programs: Incentivize existing customers to refer friends and family by offering discounts or rewards for successful referrals, expanding the customer base through word-of-mouth marketing.”

- Sameer Fiaz, CRO Specialist & Full Stack Shopify Developer

Conclusion

Building customer loyalty in 2024 goes beyond traditional reward systems; it requires a holistic approach centered around customer experience, community, and personalization. The insights from our experts underscore the importance of creating a brand that resonates with customers on a deeper level. Delivering on promises, offering exceptional post-purchase support, and engaging customers through unique community-building initiatives are key. 

Additionally, personalizing experiences and understanding individual customer preferences play a crucial role in fostering loyalty. By implementing these strategies, eCommerce businesses can cultivate a loyal customer base that not only repeatedly engages with the brand but also advocates for it, ensuring sustained success in the competitive world of online retail.