How to Turn Customers Into Advocates With Loyalty Marketing

The accelerated shift to online shopping driven by the pandemic presents ecommerce websites, retailers and brands with an opportunity to build end-to-end loyalty marketing programs that better retain current customers and increase the value of existing ones. Understanding the new building blocks of loyalty will help companies best position themselves to establish relationships with their customers and build profitable connections in the long run.

Today, Meta and GroupM, one of the world’s leading media investment companies, are releasing a new report—How to Build Profitable Customer Relationships Using Loyalty Marketing—offering new insights into how online shopping platforms and brands can reimagine their approach to digital loyalty and turn customers into advocates. It also includes practical applications advertisers can use to retain and create high-value, loyal customers.

The report¹ , commissioned by Meta and conducted by research firm Harris X, surveyed 1,204 adult (18+) online shoppers in the US between March to May 2021 to understand the impact of COVID-19 on consumer behavior and what drove repeat business to online shopping platforms. The results highlight that loyal online shoppers will continue purchasing from their go-to shopping platform and will refer their friends and family to those same platforms.

• 60% of US shoppers say they are more or equally motivated by personal connections with brands as by financial incentives when choosing where to shop online.
• People who consider themselves loyal are 1.5X more likely than other online shoppers to talk about their go-to online shopping destination with their friends and family.
• 84% of surveyed US shoppers who use the channel prefer receiving regular communications from social media versus email.

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