Loyal Customers - how to get them

While most e-commerce brands recognise the importance of customer retention, few have a structured approach to actually improving it. This article outlines some actionable strategies to boost customer loyalty and retention—from first impressions to long-term engagement. 

Perfect the first experience 

Retention starts with the very first purchase. A smooth experience ensures customers return. Key areas to focus on include: 

• Fast-loading website (especially on mobile) 

• Easy product discovery 

• Simple and seamless checkout process 

• Well-designed, timely delivered first package 

A welcome discount can also encourage first-time buyers to take the leap. However, the real differentiator is delivering on expectations (or surpassing them) — if customers are impressed, they are far more likely to shop again. 

Omnichannel FTW 

Today’s customers often browse on one channel and buy on another. A seamless cross-channel experience strengthens retention. Some good omnichannel ideas:  

• Allowing in-store returns for online purchases (boosts upsell opportunities)

• Unifying loyalty programmes across all platforms. 

• Ensuring consistent messaging across email, ads, and social media. 

• In short, shoppers should feel like they’re interacting with one cohesive brand, no matter how they engage. 

Gather feedback and act on it 

Customers want to feel heard. Asking for reviews, post-purchase surveys, or simple feedback like "How did those jeans fit?" makes them feel valued. And NPS scores and testimonials are important first-party data. Most importantly, brands should listen to feedback and act on it, for instance by: 

• Fixing recurring complaints (e.g., slow shipping, product issues)

• Publicly acknowledging changes based on customer input ("You spoke, we listened")

• Closing the feedback loop fosters trust and increases brand attachment

Focus on delivery & unboxing 

Fast, transparent, and flexible delivery options can make or break retention. A bad delivery experience is one of the top reasons customers never return. Best practices include: 

• Tracking updates & accurate delivery estimates 

• Easy return process 

• Delivery options that suit local preferences (home delivery, parcel boxes, click & collect) 

Additionally, the unboxing experience matters. 41% of consumers say branded packaging makes them more likely to reorder, and personalised notes or sustainable packaging can increase loyalty by up to 40%. 

Deliver exceptional customer service 

Excellent customer service directly correlates with higher retention rates. 

93% of customers will return after good service, while 33% of customers are inclined to leave after just one bad experience. What defines great service? 

• Multi-channel support (chat, email, phone, social media) 

• Proactive issue resolution (e.g., fast refunds, compensations for delays) 

• Personalised recommendations based on purchase history  

Investing in customer service prevents churn and creates brand advocates. 

Build a community around your brand 

Belonging is a powerful loyalty driver. Customers engaged in a brand’s community spend up to 19% more. This works particularly well in lifestyle brands where shared identity is key and hobby-focused industries (fitness, gaming). 

Encouraging UGC (user-generated content), social engagement, and exclusive events also strengthens emotional ties with customers. 

Implement a loyalty programme that works  

Loyalty programmes can boost retention by 5% and significantly increase spending. For example, Fnac’s loyalty members generate 50% of the company’s sales, demonstrating how well-executed programmes drive repeat business. 

The best loyalty programmes offer: 

• Personalisation (tailored rewards). 

• Exclusive access (early product releases, VIP events). 

• Gamification (tiered memberships, points-based rewards). 

• Sustainability incentives (eco-friendly choices). 

 To sum up, loyalty isn’t just about discounts—it’s about experience, engagement, and trust. By optimising every touchpoint, from first interaction to repeat purchase, you can turn your e-commerce customers into long-term brand advocates. Retention isn’t just an afterthought—it should be a core business strategy. 

/David Aler, strategist