“The e-commerce market is crowded and noisy, and brands need to do everything they can to differentiate themselves from the pack,” said Eric Hansen, CTO of SiteSpect, in CRMBuyer’s latest article by Vivian Wagner. Hansen and other e-commerce experts offer valuable insights into how to think about customer loyalty in the digital world.
Think Beyond Rewards and Points
“A loyalty program can really be anything that inspires a customer to keep coming back,” explained Hansen. “With that in mind, brands would do well to broaden their thinking when they consider inspiring loyalty. The traditional loyalty programs that offer perks like loyalty points and free shipping are great, but they are by no means the only perks brands can offer customers.”
Offer a Personalized Experience
“A personalized customer experience is one of the most powerful perks out there,” said SiteSpect’s Hansen. “Presenting customers the products they want every time they visit the site — as well as providing helpful, targeted suggestions and promotions — will inspire loyalty.”
“Reward frequent shoppers by collecting data on their past purchases, preferences and recently browsed items,” said Hansen. “If a customer rarely has to search for the product they want and they feel like the company knows them well, they will be less likely to go elsewhere for their needs.”