Your customers are individuals; show them you know them. 

According to Twilio’s The State of Personalisation Report 2021, ‘Simply put, customer loyalty and revenue will be lost to those companies that can deliver true personalisation. According to our survey, over a third of consumers say they'll return to a brand following a personalised experience, even if there are cheaper or more convenient options available elsewhere.’

But let’s be clear, customisation is not the same as personalisation. Merging someone’s preferred name into the first line of a one-size-fits-all email campaign is no longer enough. People want to be greeted and treated like they matter.

And it’s not just about how you communicate with prospective customers, but where. A genuine omnichannel marketing approach means meeting customers where they already are, not where you expect them to be.

Here’s how R360Growth can help your brand get personal and enjoy significant benefits.

Loyalty Marketing

Loyalty platform that offers more than just points and rewards have proven to be one of the most effective strategies for increasing customer lifetime value, turning existing customers into a more reliable source of revenue. 

If you’re not already in the loyalty game, you may want to pull up a chair. According to LoyaltyLion, ‘Forecasts predict that the global loyalty management market, which is currently worth around $8.6 billion USD, will be worth over $18.2 billion USD by 2026.’

Running a customer loyalty program means you need to be prepared to give something away.  To create organic growth, you will need to incentivise your insider community to recruit new members and promote their experiences with your brand, turning your existing customers into an organic growth engine.

But as Shopify explains, you stand a good chance of reaping the rewards, ‘As many as 84% of consumers say they’re more apt to stick with a brand that offers a loyalty program. And 66% of customers say the ability to earn rewards actually changes their spending behaviour.’

The upshot?

  • Organic customer referrals (reducing your reliance on discounting and expensive acquisition channels)
  • Increased repeat purchase rates 
  • Increased sales
  • Enriched brand advocacy


Loyalty strategies for your brand:

Points Based Loyalty

Points programs are the most common type of rewards programs. They let customers accumulate points they can redeem for freebies, cashback, perks, etc. Customers don’t just earn points from purchases. They can also earn points from sharing on social, leaving reviews, having a birthday, or through gamification. (Shopify)

Tiered Loyalty

Tiered programs are goal based, where customers unlock different benefits depending on metrics like sales or engagement. The higher the tier, the more exclusive the rewards.

Organisations with a loyalty program that includes tiers reported a 1.8x higher return on investment than those which don’t offer tiers. (Loyalty Lion)

Paid Loyalty

Think Amazon Prime. Fee-based loyalty programs give customers benefits for a participation fee, which can be reoccurring or one-off.

Consumers are 62% more likely to spend more on a brand after joining a paid loyalty program. (McKinsey)

Value Loyalty

The idea behind a value-based loyalty program is to connect with customers on a deeper level. It involves donating a percentage of purchases to charity or welfare programs. You can offer multiple options for different charities to choose from or have one that genuinely aligns with your customers’ values. (Shopify)

53.6% of companies planning to launch their loyalty program in the next two years said that their program would be more emotional than rational. (LoyaltyLion)

R360Growth partners with LoyaltyLion to deliver personalised shopping experiences and build longer-lasting relationships.

 

POST-PURCHASE MARKETING

What do you consider to be the most important moment in your customer’s journey with your brand? Is it the moment they take their first tentative clicks on to your website, or perhaps the first time they engage with your social media channels?

In the world of ecommerce, we believe it’s the post-purchase moments that are most pivotal for your brand, and your chance to turn that buyer from a one-click wonder into a dependable headline act.

Because the moment a customer makes a purchase from you isn’t the end of their journey – it’s the beginning.

As an omnichannel agency we’re acutely aware of how often the personalised post-purchase experience is overlooked by brands. And we get it, it takes hard work to get a customer to the point of purchase and it feels like the job is done. But by extending the customer journey post-purchase you can maximise loyalty and your customer lifetime value (CLV).

It makes good financial sense, too. As HubSpot says, ‘It's 6 to 7 times more expensive to acquire a new customer than it is to retain an existing [one].’

And thanks to clever cross-platform automations and integrations, it doesn’t have to be complicated. Here’s how we’re producing post-purchase plans for our clients:

Emails

Post-purchase emails provide your customers with all the important information about their order, but it doesn’t have to stop there. According to Klaviyo, ‘post-purchase emails see open rates that are almost 17% higher than the average email automation’. We spy an opportunity.

As well as welcome and abandonment flows, consider building a post-purchase nurture sequence that says so much more than a yawnsome “Here’s what you ordered”.

Instead, use them to tell your customers more about your brand and products, and crucially why they’ve made the right decision to buy from you.

Consider a sequence that looks something like this:

  • Order confirmation
  • Shipping confirmation
  • Delivery confirmation
  • Thank you message
  • Educational or how-to article
  • Loyalty program sign up
  • Referral program sign up
  • Review requests
  • Cross-sell or upsell products

We partner with Klaviyo and know how to maximise its powerful capabilities to make you more money.

 

In-Parcel slips

Sometimes a digital first approach means delivering something tangible to your customers. Stay with us on this one.

A glow-up of the humble delivery note, SMARTSlip is a printed fold-out with the flexibility to include bespoke promo codes, wish lists, gift messaging and more. It’s whatever you want it to be. Or more accurately, whatever your customers want it to be.

Popping one in with your customer’s purchased goodies not only elevates your customer’s unboxing experience but is the only way to guarantee a 100% open rate.

And thanks to seamless integration with our partner platforms Shopify, Klaviyo and Loyalty Lion, SMARTSlip offers a data-driven, truly personalised approach.

We use SMARTSlip’s powerful integration with R360Growth partner platforms Shopify, Klaviyo, and Loyalty Lion to offer a data-driven, genuinely personalised approach.  

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Discover how R360 Growth can fuel sustainable profitability and long-term success with a robust loyalty strategy. Connect with us at hi@r360growth.com or via our online form here.

We look forward to exploring growth opportunities with you.

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