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Growing a Business Selling Wholesale

A Simple Guide to Customer Loyalty Programs


Loyalty is trust, and trust is a valuable currency for independent businesses that rely on positive reviews and word-of-mouth above all else when it comes to reputation, without the heritage and legacy of longstanding businesses and franchises. 

As such, customer loyalty programs have emerged as a powerful tool for businesses to foster lasting relationships with their audiences, gamify the customer experience, and ultimately drive sales. In this simple guide, we will explore the fundamentals of loyalty programs, and how they can benefit your business.


Understanding customer loyalty

To understand why loyalty programs can be so effective, you must realise that customer loyalty isn’t just about repeat purchases; it's about creating a connection between your brand and your customers. 

Loyal customers are more likely to choose your products or services over competitors, become advocates for your brand, and provide valuable feedback, simply out of sheer love of your products and what you do, as well as what your brand stands for.


The benefits of customer loyalty programs

Creating a loyalty program can help incentivise repeat business with rewards such as discounts, freebies, exclusive access, or even a seat at the table when deciding on new products, design features, and launches. 

Not only that, but it can help customers feel part of your brand, or a community of fellow shoppers, while also feeling appreciated. A happy customer who feels appreciated is more likely to recommend your brand to friends and family, in turn expanding your customer base.


Types of loyalty programs

There are a few different kinds of loyalty programs, such as points-based, tiered, value-based, and paid or subscription-based models.

Points-based loyalty programs are typically the most common, and see customers earn points based on spending and engagement, that they can later redeem for a number of different rewards. 

Meanwhile, tiered programs segment customers based on factors such as engagement or spending habits, with more consistent or high spending return customers reaping greater rewards. 

Value-based programs are less about benefitting customers directly, but about communicating shared values by donating purchase percentages or translating points earned into money donated directly to causes in need of support.

Finally, paid models offer immediate benefits and rewards in exchange for a one-off or subscription-based service fee. Benefits here outweigh the fees, and engagement is typically high due to personalised advantages, member-only content, and more.


Case study: Sephora


Sephora is a French multinational beauty retailer that has made significant strides in creating seamless customer experiences. Their Beauty Insider loyalty program drives both on and offline purchases, and stores consumer preferences that allow staff to access their favourite items and make new suggestions accordingly, delivering a completely personalised in-store experience that keeps customers coming back. 

In-store, they also have scanners that match products to your skin colour and hair type. In a world where online shopping has become nearly universal, companies like Sephora that create meaningful in-store experiences make sure that brick-and-mortar stays relevant.

What makes it special?

Sephora’s omnichannel approach is one of a growing number of business strategies responding to the demand for a more personalised shopping experience. As outlined in our Seller Insights Report for 2024, AI is set to play a huge part in making this possible, with younger generations in particular appreciating personalisation when they shop.


Getting started

Implementing a customer loyalty program is a strategic investment in the long-term success of your business. By fostering strong connections with your audience, you can create a loyal customer base that not only boosts your revenue but also acts as brand ambassadors. Keep it simple, personalised, and technology-friendly, and you'll be on your way to building lasting customer relationships in no time.

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