How to Keep Customers Coming Back: 7 Top Tips for Marketing Loyalty

Loyal customers are twice as easy to maintain as new acquisitions. In an era of digital transformation where competition continues to rise between neighboring brands, keeping your consumers close is the key to retaining revenue.

While the digital landscape has never been more competitive, it’s also never been so ripe for innovative marketing strategies and the incorporation of emerging technologies like generative AI and blockchain.

With this in mind, we’re delving into a data-driven look at some of the best ways to nurture loyal consumers. From generative AI to user-generated content, here are seven simple ways to keep customers coming back in 2024.

1. WhatsApp Integration

Instant messaging apps are on the rise, with WhatsApp leading the way forward in 2024. 

In terms of reaching the widest possible audience, statistics show that 25.3% of the global population uses WhatsApp, and this can be a valuable asset for integrating your loyalty program and nurturing returning leads. 

You can create a loyalty program directly targeted to WhatsApp users. Leveraging the power of communicating directly with your targets, you can send customized messages and promotions that are tailored effortlessly to customer needs and preferences. 

Users can even request QR codes from brands to unlock in-store promotions and loyalty-based offers to level up their loyalty with retailers and add greater convenience to their CX. 

Better still, using WhatsApp analytics, you can track the engagement of your messaging campaigns to improve customer satisfaction and boost your click-through rate.

2. Generative AI Segmentation

One key driver of customer loyalty stems from personalization. After all, why should a customer choose to be faithful to a brand that doesn’t appear to cater directly to their needs? 

Generative AI can solve this problem in a comprehensive manner. It can actively generate on-page content on the fly that directly caters to each customer's personal requirements and expectations. 

The beauty of generative AI is that it can work seamlessly with machine learning to understand customers' behavior and generate content advertising the most impactful areas of the business in a language and reading level that’s most likely to resonate with the lead. 

As you can see above, using machine learning and generative AI in your sales strategy, you can seamlessly create segments for your high-spenders, deal seekers, and first-time returners so that you can target them with precision for the sweetest conversion.

3. User-Generated Content

The great thing about user-generated content (UGC) is that it benefits both your loyal customers and your brand’s marketing efforts. 

Consider running social media competitions where your customers can share images or videos while using your products, and prizes can be offered to the most frequent user or the best content. 

Take this great example from ASOS. Their #AsSeenOnMe campaign encouraged loyal customers to upload pictures of themselves in their newest ASOS purchase for a chance to win a feature on the ASOS website as a UGC model.

When you repurpose UGC content to attract loyal engagement, every image you receive can be used as an opportunity to market your product while utilizing social proof to leverage advocacy. 

You could even promise to make the best entry the face of your next marketing campaign, which could help to provide a more authentic and wholesome feel to your ad content. 

4. Reward Frequent Customers

If your business has a model where customers can frequently purchase goods or services, your loyalty scheme must reward their loyalty. For example, you can operate on an app-based purchasing model where customers can get their 10th purchase free, or unlocking points based on the money they spend is essential.

Starbucks knows exactly how to reward its loyal customers in-store and via its app. With the ability to collect points on “Starbucks Rewards” with each purchase, loyal customers look forward to free drink customizations, bakery item offers, and even an entire lunch free of charge.

Starbucks Rewards has not only rewarded loyal customers but is responsible for a whopping 40% of the brand’s overall revenue. According to experts at The Manifest, 48% of Starbucks customers regularly use the in-app rewards program when frequenting the store. 

5. NLP Chatbots Remove Friction

To foster loyalty, it’s essential that you avoid common customer pain points or elements of friction within your services. For this reason, machine learning and natural language processing are expected to become big hits among brand loyalty programs in 2024.

In an AI-powered marketing landscape, brands can now leverage chatbots that are excellent at anticipating customer needs and offering rapid, satisfactory responses. This removes potential friction between the customer and the brand, as all communication is directly targeted to respond to personalized queries and questions. 

It’s no secret that customers like to be able to communicate with a brand 24/7. Therefore, automating your interactions is a brilliant idea for e-commerce sellers operating globally and brands dealing with large influxes of traffic day to day. This is especially important if your business is remote and you have employees in different parts of the world with different time zones. This way, customers can always receive support whenever they need it. 

6. Gamification Can Go a Long Way

Loyal customers love rewards, but in a society that’s increasingly eager for instant gratification, gamifying freebies, special offers, and impressive prizes can help to drive more engagement at scale. 

Instead of offering discounts or offers in return for repeat purchases, consider adding a game where customers get a free spin of a wheel on your app for a chance to win a selection of offers. Including a highly desirable prize like the chance to win a $100 voucher or a year of free products can help to significantly boost engagement and purchases with your brand. 

Xbox rewards is a great example of this. By accomplishing several different challenges within your favorite XBOX games, you can earn points to spend on new purchases.

This alone inspires customers to interact with your products and services for longer. At the end of the day, people will do anything for a discount, especially if it’s both innovative and interactive.

7. NFTs for Next-Generation Loyalty

The last way to level up your loyalty is by utilizing NFTs, which can be distributed and held on in-app digital wallets to be redeemed for access to VIP areas of your business website or cashed in for bespoke discounts and rewards at the checkout or in-store. 

Because NFTs are extremely flexible, you have the freedom to create non-fungible tokens that match your brand’s personality. 

For your most loyal customers, you could even add special limited NFTs that can be redeemed for meet-and-greets with brand ambassadors, lunch with the CEO, or other special events. 

Wrapping Up

While we step into a digital-first era, your loyalty marketing strategy must up its game if your brand is to compete with neighboring opponents.

As consumers embrace omnichannel shopping, in-app reward programs, and the wonders of generative AI, you must leverage all digital trends within your retargeting for a shot at success.

To keep your consumers coming back, ensure that your reward programs are both innovative and interesting and offer the customer an experience they can’t find anywhere else.