Mar 27, 2023

4 Ways to Drive Business Growth Using Loyalty and Review Data

Ellie Bradford
March 27, 2023

Discover how to use loyalty and review data to drive eCommerce growth. Learn four ways to integrate these strategies and boost revenue.


Loyalty and reviews are two integral parts of eCommerce marketing, yet so often seen as independent from each other. Whilst it’s true you can have perfectly successful programs for each one on its own, by making your loyalty and review strategies work together you can create a powerful engine that drives even greater customer engagement and revenue.

There’s a lot of crossover between loyalty and reviews. On a basic level the two are part of a profitable cycle - loyal customers are more likely to leave positive reviews, and positive reviews can encourage more loyalty. But there’s far more potential beyond this. Especially when you have marketing tools that are capable of sharing valuable data. Here’s our four top tips on how to use data from both your loyalty and review programs to drive business growth.

1. Use Zero-Party Data from Reviews for Loyalty Personalization

Personalization is another integral part of eCommerce marketing, and it’s particularly important for your loyalty program. By providing a tailored experience for loyalty subscribers you can increase engagement, retention and customer lifetime value.

And what drives personalization? Data. Or more specifically in an age of increased privacy, zero-party data (data that is given willingly by the consumer).

You can gather a lot of this from your loyalty program itself - like demographic information, purchase behavior and reward redemption - but you can also collect zero-party data through review attributes.

Review attributes are additional questions you ask as part of a review request, and they’re incredibly useful here because you can design the questions you ask with your loyalty program in mind. 

Say for example you’re a skin care brand. As part of a review request you ask the customer to specify their skin type - dry, oily, sensitive - you get the idea. 

You can then share this data with an ESP like Klaviyo and segment customers by their skin type. If those customers are enrolled in your loyalty program you can then send them special offers and discounts on products suited to their specific needs. 

It’s not just a clever use of data, it’s a growing necessity, with 52% of customers expecting personalized offers as standard.  

2. Enhance Loyalty Emails with Review Data

When a customer signs up to your loyalty program, it creates a host of additional touch points. There are multiple emails you can send throughout the relationship, including

- Welcome emails
- Points balance updates
- Special offers
- Program anniversary emails
- Tier advancement emails
- Birthday wishes

Each of these is a chance to engage and incentivise a purchase. It’s also a chance to promote your products using reviews and user-generated content (UGC).

Take our personalized skin care offer again. The loyalty subscriber has a special offer on products ideal for their skin type, and each of the products displayed in the email has an average star rating and review count next to it.

Those stars offer social proof and prove the efficacy of each product, giving the subscriber another reason to click through in addition to their personalized loyalty offer.   

As another use case, you could send a loyalty subscriber a birthday discount code and pull a dynamic gallery of shoppable UGC into the email for instant product discovery. And if you’ve followed tip one - segmenting your subscribers by specific attributes - you ensure the products displayed in those galleries are targeted to the individual. 

3. Use 5* Reviews to Trigger Referral Campaigns

Referred customers are highly valuable to your business. Mainly because they spend more often and in higher amounts. In fact, research shows a referred customer is typically 18% more loyal and has a 16% higher lifetime value than a non-referred customer - so it’s definitely worth rolling out a referral marketing campaign.

Of course the people most likely to recommend you to their family and friends are those most loyal to your brand - i.e. customers subscribed to your loyalty program. And they’re most open to making those referrals after having a positive experience themselves. 

A 5* review is a clear indication that a customer is thinking of your brand in a very positive light. Using these reviews as a trigger for a referral campaign helps you tap into that sentiment at just the right time and grow your customer base through positive word of mouth. 

4. Combine Loyalty and Review Data to Create Your Ideal Customer Profile

Creating the ideal customer profile is hard work. Market research takes time and money, but if you don’t have any data to work from you’re essentially basing your advertising strategy on who you think your ideal customer is.

With loyalty and reviews however, all the data you need is at your fingertips.

Your loyalty data tells you all about your best customers. It gives you demographic information, insight into their interests and preferences, and reliable data on purchase behavior - how often they spend, how much they spend, and what they spend on. 

If you’re collecting reviews from these loyal customers, you can also collect deeper insight through attributes. When you combine all this data, you’re left with highly detailed profiles of those customers with the highest lifetime value - and that means you can target more like them with your paid advertising. 

Even better, if you use your loyalty program to encourage your best customers to submit visual UGC - like photo and video reviews - you can really build a picture of who they are and how they use your products. And that’s marketing dynamite.

How to Marry Up Your Loyalty and Review Data

All of the tips above are easy to implement, provided you have an integrated tech stack. More specifically, if you have loyalty, review and email marketing solutions that are the best in their niche and designed to complement each other. has been built with powerful integrations in mind. It’s the ideal tool to use alongside and Klaviyo, and the combination of all three allows for the seamless transfer of customer data. Try out for free!

Build a tech stack that works today and start your data driven strategy for business growth.