Eight tips for rewarding customer loyalty

It can be up to seven times more expensive to attract a new customer than to retain one.

That’s according to Emarsys, a SAP company, whose recent research  revealed rewarding customer loyalty  as the number one priority of consumers in 2023: 

Here are eight tips from Emarsys for retailers on rewarding customer loyalty.

1. Celebrate your customers. Thirty-percent of consumers surveyed by Emarsys said "I want to feel valued by retailers I shop with, not just another sales statistic" – so ensure you are treating your customers as individuals. Whether that's through showcasing your most loyal customers on your social channels, inviting them to become ambassadors or surprising them with a birthday gift. 
    
2. Offer "firsts." Reward your most loyal customers and make them feel special by allowing them to be the "first" to try things — from getting early access to deals to being the first to be able to purchase new products. 
3. Add value beyond sales. Introduce content and features that go above and beyond selling products so you can grow with your customers – whether that's instructional blogs on how to use your products, top tips via email or an engaging podcast series or app.
4. Offer discounts. Reward your most loyal customers with personalized discounts for the products they love. 
5. Ask for feedback. Let your most loyal customers know how valued they are by asking for VIP feedback on their purchases and experiences and reward them for doing so – whether that's highlighting on your channels, turning them into a star by including them in your advertising, naming a product after them or gifting their next purchase. You could even make this an engaging in-person experience.
6. Introduce Loyalty Schemes. Great loyalty schemes can keep those customers coming back – so offer incentives, rewards and unique offers. 
7. Make it personal. Sending surprise notes or gifts with orders is a great way to make your customers feel valued – whether it's to mark an anniversary, or just to show you care. 
8. Open a conversation. If you're not sure how to best reward your loyal customers — ask them! They'll appreciate being thought of, and then see that their feedback is being used and rewarded – plus, the key to customer-obsession is truly understanding your customers, and this is a great way to do so.  

Emarsys, an SAP company, is the omnichannel customer engagement platform that empowers marketers to build, launch, and scale personalized, cross-channel campaigns that drives business outcomes.