Customer Loyalty Programs: Building a Tribe of Repeat Shoppers - Myk Baxter Marketing

In the fiercely competitive world of eCommerce, attracting new customers is essential, but retaining them is the true key to success. Customer loyalty programs have emerged as a potent tool for nurturing a tribe of repeat shoppers who not only keep coming back but also advocate for your brand. In this blog post, I will delve into the benefits of loyalty programs, offer insights into creating effective ones, and share success stories from eCommerce brands that have mastered the art of building a loyal customer base.

Benefits of Customer Loyalty Programs:

  • Increased Customer Retention: Loyalty programs keep your customers engaged and invested in your brand, making them more likely to return for future purchases.
  • Boosted Revenue:  Repeat customers tend to spend more than first-time buyers. Loyalty program members often feel incentivized to reach higher spending thresholds to unlock exclusive rewards or discounts, thus increasing your average order value.
  • Word-of-Mouth Marketing: Satisfied and loyal customers become brand advocates. They are more likely to recommend your products to friends and family, providing you with valuable word-of-mouth marketing.
  • Data Insights: Loyalty programs collect valuable data about customer preferences and behaviour. This data can be used to personalize marketing efforts, improving the overall customer experience.

Creating Effective An Loyalty Programme:

  • Set Clear Objectives: Begin by defining your loyalty program’s goals. Do you want to increase customer retention, boost average order values, or both? Having clear objectives will guide your program’s design.
  • Choose the Right Rewards: Tailor your rewards to match your target audience’s preferences. Options include discounts, exclusive access to products, free shipping, or even early access to sales.
  • Simplicity is Key: Keep your program straightforward and easy to understand. A complex program may deter customers from participating. Ensure that the earning and redemption processes are user-friendly.
  • Promote Your Program: Make sure your customers know about your loyalty program. Promote it on your website, in email campaigns, and through social media. Consider offering a sign-up incentive to kickstart participation.
  • Segmentation and Personalization: Use the data collected from your loyalty program to segment customers and personalize their experiences. Send targeted offers and rewards based on their purchase history and preferences.

Success Stories from eCommerce Brands:

Amazon Prime: Amazon’s Prime loyalty program is a classic example of success. It offers members free two-day shipping, access to streaming content, and exclusive discounts. As a result, Prime members spend an average of $1,400 per year, compared to $600 for non-members.






Sephora Beauty Insider: Sephora’s Beauty Insider program rewards customers with points for each purchase, which can be redeemed for free products. Their tiered system encourages customers to spend more to reach higher membership levels, fostering loyalty and increased spending.


Lululemon: Lululemon’s loyalty program, called “Sweat Collective,” is designed for fitness professionals. Members receive 25% off regular-priced merchandise, helping build brand loyalty among fitness instructors and trainers.



Customer loyalty programs are powerful tools for eCommerce brands looking to build a tribe of repeat shoppers. The benefits are clear: increased customer retention, boosted revenue, and a loyal customer base that promotes your brand. By following the tips for creating effective loyalty programs and drawing inspiration from successful brands, you can take the first steps toward building your own loyal customer tribe in the highly competitive eCommerce landscape.

Thanks for reading,

Myk Baxter, eCommerce Consultant

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“Myk Baxter Marketing” is a trading style of MBM UK, a company registered in England and Wales and whose registered office is situated at Mill House, Railway Road, Ilkley, Leeds, United Kingdom, LS29 8HT