October 3, 2022
5 Ways to Deliver a Personalized Customer Experience Through Your Loyalty Program

Grow your brand with Influence.io an affordable loyalty solution to improve customer experience personalization & loyalty that helps eCommerce brands grow efficiently. The combination of loyalty points and review attributes is a clear winner for personalization because 57% of consumers are happy to provide personal data if they see a benefit.

Personalization matters. Far from being a marketing buzzword, it’s a powerful strategy that’s driving growth for top eCommerce brands. With a loyalty program, you have scope to deliver personalization at scale and foster profitable customer relationships.

As an eCommerce brand you face a pretty demanding consumer market. Today’s shoppers aren’t just looking for products - they’re looking for connections. They want to be seen as individuals, they want authentic experiences, and they want the convenience of a brand that knows them well:

  • 80% of consumers say they’re more likely to buy from a brand if that brand provides them with a personalized experience.
  • 44% of consumers say they’re likely to make a repeat purchase after a personalized shopping experience with a brand.
  • Studies have found that eCommerce personalization can increase revenue by up to 30%.

The stats speak for themselves. Consumers want personalization.

But those same consumers also want privacy, and with the death of third party data brands are having to get smarter with their personalization efforts.

That’s where a loyalty program comes in. With the right tools and techniques in place you can create a customer experience that is authentic, personal and - most importantly - profitable. Here’s how.

1. How to Set Yourself Up With an Integrated Tech Stack

The two most important things to note about personalization is that it covers the entire customer lifecycle and is primarily driven by data.

A loyalty program is an excellent source of zero-party data (data given freely by the customer in return for rewards and benefits), but to use it effectively that data needs to be shared between all your eCommerce tools - your ESP in particular. You should also combine loyalty data with data from other sources like review collection and customer support.

2. Make Your Loyalty Program an Essential Part of Your Brand

If you want to connect with a customer on a personal level you have to maintain a consistent identity at every touchpoint - something they instantly recognize and relate to.

Make sure the visual aesthetic and tone of voice of your loyalty program matches everything else in your brand toolkit, from the design of your store to your marketing emails. 

This is easy with Influence.io's advanced, code free customizations. Both widgets and email templates can be edited to suit, with customization options for almost all CSS properties. 

3. Implement Loyalty Tiers

Compared to a generic earn and redeem points system, a tiered loyalty program opens up far greater potential for personalization. 

First up there’s the psychology of it all. The more a customer interacts with your brand the higher up the tiers they climb, and the more exclusive their connection with you becomes. Instead of being rewarded on the same level as everyone else, they feel valued for their personal engagement.

Then there’s the additional touchpoints a tiered program creates. Moving up the levels, exclusive benefits and promotions, access to brand events - there are multiple opportunities to send relevant communications that feels as though they’re designed specifically for the individual recipient. 

4. Why Loyalty Data can improve Segmentation

Smart segmentation is what allows for true personalization, and with tools like Influence.io and Klaviyo in your tech stack it’s easy to achieve. Use your loyalty program to collect that zero-party data, build detailed customer profiles, and create Klaviyo flows for highly targeted campaigns.

For example, with Influence.io’s sliding scale discounts, you could award a customer a free gift or a certain amount off their next purchase in recognition of their birthday. Product recommendations based on past purchase behavior are another obvious example, but there’s plenty of engagement opportunities to be had.

Take cleaning products or pet food. These items are bought at regular intervals, so you could use a customer’s purchase frequency data to trigger email reminders that their stock might be running low. It’s a simple gesture that feels like a personalized service, keeping the customer engaged with your brand.

5. Incentivise Detail Rich Review Content

By integrating Influence.io and REVIEWS.io, you can award points for every product review given. How does this help with personalisation? Well, with the use of review attributes it gives you another source of zero-party data.

By asking additional questions in review requests you can build even more finely tuned customer segments. Take the cleaning product example again. You may have gathered general data on a customer’s cleaning rituals through your loyalty program, but with product reviews you can get really specific. If they’re reviewing a bathroom cleaner, do they live in a hard or soft water area? That’s a big distinction that can inform the messages you deliver and the products you recommend. 

57% of consumers are happy to provide personal information if they see a benefit in doing so, making the combination of loyalty points and review attributes an absolute winner for personalization.  

Grow Your Brand with Loyalty and Personalization

Influence.io is an affordable loyalty solution that helps eCommerce brands grow at scale. Its seamless integration with Shopify and Shopify Plus or via our open API, helps deliver a personalized experience across the whole customer lifecycle.

Already working with another provider? You can import your existing loyalty program and points balances over to Influence.io hassle free. Try without risk with our free Start Up plan.

Read more
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