Customer Loyalty and Retention: A Comprehensive Guide

October 30, 2023
How to Improve Customer Loyalty and Retention

Subscribe to Growave blog

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Transform your Shopify experience with Growave!

Try for Free

In the face of fierce competition and the multitude of companies offering similar goods and services, capturing and maintaining customer attention has become increasingly challenging. Retaining customers is not just about revenue; it's a strategic move for the sustained growth of your ecommerce business. Customers are the driving force behind your business – without them, there would be no business to begin with. They are the invaluable assets in your online business, deserving of recognition and reward, especially the most loyal among them.

When you consistently reward customers for their repeat purchases, you tap into their emotional connection with your brand. This simple act makes them feel valued and appreciated, fostering a sense of loyalty. Satisfied and cherished customers are more likely to become enthusiastic advocates, sharing their positive experiences with family and friends. In the world of consumer trust, word-of-mouth recommendations from loved ones carry more weight than traditional advertisements.

The key to driving higher sales and fostering company growth lies in cultivating a loyal customer base. These loyal customers not only keep returning for more but also become advocates, spreading the word about your eCommerce business. This article delves into the strategies for customer loyalty and retention, exploring the vital role they play in the success of your business.

Here's what we are going to cover:

  • Definition of customer loyalty and retention
  • Customer loyalty vs Customer retention: What’s the difference?
  • What’s the connection between customer retention and loyalty?
  • How to improve customer retention and loyalty?

Definition of Customer Loyalty and Retention

Customer loyalty and customer retention stand as integral components of a powerful business strategy. Understanding both is crucial to succeeding in any market, especially when choosing competitive markets. 

What is customer loyalty? 

As I’m writing this article, the powerful chorus from Kendrick Lamar and Rihanna’s “Loyalty” keeps ringing in my head – “All we ask is trust – Loyalty, Loyalty, Loyalty”. That dynamic duo never ceases to amaze us with their lyrics, and this song in particular, should be the go-to anthem for everyone valuing trust and loyalty. It’s not just a melody for the hearts of friends and lovers, but a resonant call for ecommerce merchants as well. We live in a world where trust is the cornerstone of meaningful interactions, be it in personal relationships or digital marketplaces. 

The term “customer loyalty” describes a customer’s long-term commitment and preference for a specific brand, product, or service. It is a measure of the likelihood that a customer will continue to do business with a company and make repeat purchases. 

To put it simply, customer loyalty is when you keep going back to the same brand or business because you’ve had a pleasant experience, find their products or services appealing, or even feel a connection to them. It’s like having a favorite coffee shop where you always grab your morning brew. They know your order by heart, and they even occasionally add a shot of espresso on the house. 

Now imagine you’re someone who’s very into organic and natural products. You stumble upon Dr. Squatch on a friend's recommendation and decide to give it a whirl. You check out this Shopify store, and after the first use, you’re sold! The soap leaves your skin smooth and fresh, and you love the quirky branding. 


Over time you find yourself exclusively buying the soap and other grooming products from Dr. Squatch, even though there are tons of other options out there. So, no matter how many ads you see for other organic soaps, you stick with Dr. Squatch. Your bathroom is a testament to your loyalty, with a neat lineup of Dr. Squatch soaps, each with a different, adventurous scent waiting to whisk you away on a mini-vacation during your morning shower routine. That right there is customer loyalty – you've found your soap brand and you're sticking to it!

Customer loyalty is essential for the long-term success of a business as it can lead to a stable customer base, increased sales, and positive word-of-mouth marketing. 

Businesses love customer loyalty because it means you’ll keep coming back, and maybe even bring along your friends and possibly even post positive reviews about them online. 

It takes constant work and attention to the needs of customers to build customer loyalty. To improve customer loyalty and establish long-term relationships, businesses often combine marketing techniques, customer relationship management (CRM), loyalty programs, and customer feedback. 

What is customer retention? 

The term “customer retention” describes a company’s ability to retain its current customers over a specific period. It includes strategies and actions a business makes to keep clients from moving to rival brands and to promote repeat business. These strategies involve providing great customer service, making customers happy and offering incentives like loyalty programs. 

In simple terms, customer retention is all about keeping your customers coming back to you after that first purchase or interaction. It’s like throwing a party and making it a blast, so your guests can’t wait for the next one. 

Imagine you are the owner of a charming cafe. You not only serve mouth-watering pastries but also remember how Mrs. Jones likes her coffee. You've created a warm and inviting atmosphere where people love to come back to. That's customer retention in action. 

Or picture running a nice Shopify store. Once you get a sale, you don’t just disappear. Instead, you check in with them to find out how they are liking their new purchase and even include a discount code for their next purchase. By doing these things, you’re not just selling products but building relationships making sure that your customers will stick around for the long run. 

It’s really about creating that spark, the “I’ll be back” feeling. 

The more you can make customers feel valued and satisfied, the more likely they are to return, and that, my friend, is the sweet spot of customer retention.

Customer loyalty vs Customer retention: What’s the difference? 

The terms "customer loyalty" and "customer retention" are sometimes used synonymously but they have different implications in the context of customer relationship management. While both are important for a business, loyalty refers to a customer’s willingness or preference to choose a specific brand based on positive past experiences or an emotional connection, while retention refers to techniques used to keep customers continuing to purchase or engage with a brand

Alright, so imagine you own a cool little coffee shop. Customer loyalty is when your customers are loyal to you and won’t even consider going elsewhere for their coffee fix – in addition to consistently returning for your delicious lattes – you have earned their trust. 

On the flip side, customer retention is more about the numbers. Getting customers to return over and over again and make repeat purchases is the goal. They might not be head over heels for your coffee shop, but hey, you offer a solid cup of coffee at a good price, so they keep coming back.

Here’s a more detailed breakdown of their differences: 

So, in a nutshell: Customer loyalty refers to the emotional connections with your customers and converting them into your brand advocates. Additionally, customer loyalty offers chances to upsell and cross-sell while retention focuses on tactical actions to keep customers making repeat purchases. It’s about keeping the cash register ringing by encouraging repeat business. Both are crucial for the success of your business, but loyalty is like having a bunch of cheerleaders in your corner, while retention is keeping the seats filled. 

Suggested reading: What is Upselling? Effective Upselling Techniques to Boost Your Revenue

What’s the Connection Between Customer Retention and Loyalty?

Now that you have understood the meanings of customer retention and loyalty, and the distinction between them, it’s crucial to understand how they are connected. 

The goal of customer retention is to increase sales. It's about ensuring that your customers continue to purchase from you at a rate that you’re happy with. 

Customer loyalty, on the other hand, considers the circumstances leading up to a sale. It’s about understanding why some customers aren’t happy, to keep other customers from feeling the same way. It’s about turning satisfied customers into loyal ones who not only buy from you again but also recommend you to others. 

Customer retention and loyalty reinforce each other. Loyal customers aid retention and good retention strategies improve customer loyalty. Businesses gain from this relationship by saving costs, Increasing revenue, and gaining a competitive edge through the development of trust and the acquisition of insightful customer feedback, which can be used for improvements. 

To wrap it up, loyalty and retention together form a strong, beneficial bond between customers and the business. 

Customer retention and loyalty are closely related and contribute significantly to the growth and stability of any business including ecommerce businesses. By improving customer loyalty, you also increase customer retention.

How to Improve Customer Retention and Loyalty

Showing Gratitude to your Customers with Loyalty Programs

We live in a world where we all want to feel loved and valued. Sometimes the smallest act of gratitude can completely transform someone’s day. This holds true both in real life and in business. Unfortunately, you don’t hear the words “gratitude” and “business” in the same sentence that often. Gratitude is a powerful thing and it plays a big role in building a healthy workplace culture and long-term relationships with your customers. It might create a bond that serves as the cornerstone of a strong relationship you never imagined. Therefore, it makes sense to express gratitude to customers, making them feel heard and appreciated. Customer appreciation is an amazing method of humanizing your brand, increasing customer retention, and inspiring brand loyalty for your business. How can you thank your customers?

  • Create a customer loyalty program

With a loyalty program, you can recognize and thank your most devoted clients. Customer loyalty programs are built to reward your customers. These programs have certain requirements for rewards so make it easier for customers to get rewards whenever they purchase from you. The simplest of loyalty programs are the most efficient ones.

Ecommerce loyalty programs usually offer:

  • Tiered Programs
  • Points-based Programs
  • Referral Programs

With loyalty programs, there are a lot of options from which you can choose. Many eCommerce businesses use a points system because it is the most common one and works for any business. Repeat customers win points that translate into rewards. They can redeem rewards points for cashback, discounts, free products, etc. Some online businesses use a tiered-based system. Once a customer spends a certain amount of money, he unlocks a new tier. It might be a “bronze”, “silver”, or “gold” membership, or it might look like a regular versus VIP membership. Other online businesses use referral programs. The main idea behind this points-based program is to reward customers for referring your business to their friends, family members, and co-workers.

These programs can boost loyalty even more and have a measurable and significant impact on your sales and retention by decreasing the value of purchases made through e-commerce competitors. You can identify your most valuable customers. What all these programs have in common is that they all aim to get clients to spend more money on your products and services. Repeat buyers are more profitable because they trust you. By rewarding your customers, you let them know that they matter to you. When they feel appreciated and important every time they buy your products and services, they’re more likely to stay with you. Thanking customers is a great way to build meaningful relationships.

So, what are the benefits of loyalty programs?

  • They improve customer retention. By providing customers with a good reason to do business with you again, these programs serve as a strategy for customer retention. Customers now base their purchases not only on pricing, but also on engagement, shared values, and their overall perception of your company. That’s why it makes sense to provide the best products and services possible.
  • They are less costly. Compared to customer retention customer acquisition costs are far higher. So, there’s no denying it, customer loyalty programs work and they can save you some money. Plus, it’s an effective way to reduce marketing spending.  
  • They increase customer referrals. If your customer loyalty program is effective and easy to understand, your customers are more likely to recommend your online business to their friends, family members, and colleagues. You don’t only attract new customers but you encourage repeat business from them. And customers trust recommendations from people they know.
  • They help you collect valuable customer data. As soon as your customers sign up for your loyalty program you can collect your data on them such as demographic information and location. You will get the full picture of customer behavior, purchasing habits, and preferences. You can use this information to improve your marketing strategy. Plus, you may discover more about your target audience using the data you collect. In addition to that you can increase loyalty and basket value.

Whether it’s a points-based, tiered, or referral program, they are all important and valuable for your business. With these programs, you can increase your customer base, customer knowledge, total sales, and brand recognition. What’s more, you can improve your marketing strategy. To retain customers or convert new buyers into loyal ones, you need a loyalty program.

By utilizing loyalty program software, you can encourage your customers to return to your store and make repeat purchases without putting in much effort. Growave is one of those apps. If you are a Shopify store owner this app is your go-to choice. It is a great marketing app that helps businesses in enhancing customer loyalty through various features. Firstly, it offers a loyalty and rewards program, which motivates customers to make repeat purchases by earning points or rewards. Secondly, Growave facilitates the creation of personalized experiences via targeted messaging and product recommendations, which can make customers feel valued and understood. Lastly, through its reviews system, Growave helps build trust and community by allowing customers to share their experiences and opinions, which in turn can foster loyalty towards the brand.

If you are a Shopify store owner and want to know what’s the best app for your eCommerce business, we’ve got you covered.

The following article will outline some of the best loyalty apps on the e-commerce market: "Best Shopify Loyalty App for Retention Marketing"

Make Great Customer Service a Priority

Sally Gronow, Head of Customer Service at Dŵr Cymru Welsh Water is right. There are statistics to support her point of view. 81% of customers have a higher chance of making another purchase after a positive customer service experience. A repeat customer already knows you and your business. So, you don’t need to spend tons of money to convince him or her to visit your e-commerce site again and buy your products and services. Acquiring a new customer is seven times more expensive than retaining an old one. Many companies aim to provide good service, but some forget that the world of customer service has evolved over the past few years. We live in a constantly changing digital world, where communication is key to success, and great customer service matters more than good customer service. The main difference between great service and good service is that in the first case, you show you care with the above and beyond customer service. Knowing when and how to deliver excellent service is the key to gaining and retaining loyal customers. In addition to that, you can turn your frequent customers into brand advocates. But in another case, good customer service means a medium point. Simply offering quality products at a competitive price just isn’t enough.

It needs no mention that people love attention. You need to be always attentive to your customers’ needs and if you manage to deliver personalized, proactive, and professional service you are more likely to stand out from the crowd. It sounds obvious, but you need to exceed your customers’ expectations. Treating your repeat customers as your most valuable asset can make your business more profitable in the long run.

Consistent customer service affects customer loyalty in several ways:

  • Fast support. To understand the customers’ problems, you must effectively communicate with them. Answer the questions they have, and respond to their comments promptly. You will boost customer satisfaction levels and service.
  • Minimize touch points. The number of encounters necessary to address a problem can be significantly decreased with excellent communication.
  • Maximize sales conversions. Real-time assistance helps clients close deals more quickly and boosts sales conversions. Customer service may pay out handsomely when done right.

Bad customer service can hurt marketing and retention. And what’s more dangerous than an unhappy customer? An unhappy customer. He or she won’t hesitate to tell other people about their bad experiences.

Great customer service plays a major role in any business. When you are consistent with impeccable service, your customers will have enough reasons to buy from you. The sales team would be able to accomplish their objectives using the knowledge they get from customer service or support. This in turn will help you retain your customers and increase loyalty. This ultimately leads to fewer issues and increased satisfaction - says Harry Johns White, Marketing Specialist at NBAblast

If you want to know what are the main principles of great customer service, you should read the following article: 5 Key Pillars of Customer Service

Ask for Feedback

No eCommerce business owner wants to watch their customers leave their website. So, when stay and make another purchase you should be proud of yourself because you are meeting their expectations and satisfying their needs. But how do you keep your customers satisfied and happy? How do you know if they want to continue to do business with you? By asking for customer feedback. Feel free to ask your customers. They are the target market for every product and service you offer. When you ask them questions you show them an appreciation for staying with you. You also demonstrate your commitment to improving the service you provide. Today’s customers demand convenient, fast, and personalized solutions to their problems. Customer feedback helps you have a pulse on what your customers think about your products and services.

“I think it’s important for brands, especially brands [that] are consumer-centric, to stay connected. Customers tell you so much from their behavior and how they shop with you.”

Jessica Alba, founder of the Honest Company and Honest Beauty, actress, advocate, and New York bestselling author believes brands can gain valuable insights for their business and products by staying connected and listening to their customers. She is right. You cannot underestimate the power of information. You can improve their customer experience based on customer behavior and feedback. Send out surveys, ask for email reviews, use website feedback boxes, and be receptive to the comments you get.

From the moment they first visit your website, until the moment they place an order and receive their order, you can see what you are doing wrong or right. Your first-time visitors can turn into loyal customers. Then you can transform them into your powerful brand advocates. But that’s not all you can also improve your old products and new ones. In addition to that, you can reduce customer acquisition costs. When you understand your customers’ needs and wants, you can make their experience enjoyable and memorable. Knowing your target audience can help you choose the best marketing strategy. The result won’t leave you disappointed. You will gain more customers while spending less.

Thus, it’s important to listen to your customers and value their opinions. You show that you want to build long-term relationships. It also shows your human side and it can help you stay competitive for a very long time. And to top it off, you will retain more customers and increase their loyalty.

Highlight Case Studies Throughout the Sales Process

In the sales process, case studies offer concrete evidence of the efficacy of your product or service by presenting success stories that inspire trust in prospective customers. They offer a reliability factor allowing customers to see others facing similar challenges reaping benefits, fostering a connection between your business and the customers. Case studies’ education component fosters customer loyalty by teaching readers how to get the most out of your products and services. Case studies play a crucial role in building trust, which is essential for retaining customers, by providing actual results and testimonials. They offer transparency by candidly sharing both setbacks and achievements, which is something that customers appreciate and that can strengthen bonds. Case studies enhance the overall customer experience by providing insightful and useful information, leading to higher satisfaction levels. They also show your company's dedication to continuous improvement and customer satisfaction, showing a level of care that resonates with customers. A pleasant customer experience created through insightful case studies can lead to higher customer satisfaction, which in turn encourages customer loyalty and retention. Using case studies can help a business build stronger relationships with customers by showcasing its transparency and willingness to share its story. Incorporating case studies into your sales process is a strategic approach to building a loyal customer base and retaining them over time, by showcasing real-world success and building trust.


Understanding the nuances between customer loyalty and retention, and their interconnectedness, is crucial for business success. While loyalty stems from emotional attachment, retention is action-oriented. Effective strategies to enhance both include a customer-centric approach and value-driven service. By fostering positive customer experiences, businesses can build a loyal customer base, ensuring sustained growth amidst market competition. 

No items found.
No items found.

Frequently asked questions

No items found.

Book a call with our experts

Book a call with our experts to learn more about how Growave can help you create a successful loyalty program.
Aika Growave Sales

Book a call with our experts

Unlock the Secrets of Ecommerce Success. Book a Call with Our Experts Now!
Aika Growave Sales

Book a call with our experts

Let our team show you the personalized approach to cart abandonment recovery.
Aika Growave Sales

Built on Trust, Driven by Results: See Why Users Choose Growave