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In an era of economic uncertainty and fierce competition for consumer spending, customer loyalty has become a key battleground for brands. One way to continue to win customer spending is through a strong loyalty program, with the latest data from the NIQ (Nielsen IQ) Consumer Outlook Report showing that 59% of South Africans prefer to shop where loyalty and rewards programs are available. On average, middle-class South African consumers are signed up to nine loyalty programs, which have become a powerful tool for retailers to influence consumer behavior and build emotional connections with consumers.
Nicola Ashe, Strategic Business Director Digital Media Collective (TDMC) knows first-hand the power of brand loyalty, having recently worked with the team to implement a loyalty program for key client Futurelife. This isn’t the first innovative business strategy TDMC has implemented for the brand. Last year, TDMC won the MMA Smarties Gold Award, a prestigious South African digital media award, for its work on launching an e-commerce store for Futurelife, helping clients get closer to the functional food brand.
“The online retail space is highly competitive, with so many brands vying for the same customers,” Ashe explains. “It was a logical next step for us to implement a loyalty program for Futurelife, as we knew that in this kind of competition, a loyalty program would add motivation and ensure a steady stream of repeat customers. Comparison shopping competition is fierce, with online shoppers easily comparing products and prices online and switching brands with just a few clicks of the mouse. Maintaining loyalty reduces the likelihood that a customer will switch to a competitor, and by offering consistent value you strengthen loyalty, making customers less likely to leave in search of a better deal.”
Furthermore, it costs much more to acquire new customers than to retain existing ones. “Not only do loyal customers make repeat purchases, but they also tend to become brand advocates, attracting new customers through word of mouth,” she noted.
Here, Ashe shares her insights and the six key strategies TDMC used to build customer loyalty for Futurelife, including the implementation of their new Futuretribe loyalty program.
1. Omnichannel coverage
“When it comes to building a loyal customer base, it’s all about meeting customers wherever they are, whether on social media, search or in-store,” says Ashe. The key is to ensure a consistent and convenient shopping experience to drive customer satisfaction and loyalty.
2. Provide value
Brands must not underestimate value, especially in the current economic climate. “By offering customers exclusive offers, bundle deals, and products and benefits not available elsewhere, they feel they are getting value for their money, which encourages repeat purchases and fosters loyalty,” Ash said.
3. Ensure a seamless customer journey
At the heart of building online customer loyalty is ensuring that the customer journey from entry page to checkout is frictionless. “Creating a smooth and enjoyable customer experience is essential if you want to attract repeat customers. By focusing on user experience (UX), easy navigation, multiple payment options and efficient customer service, we ensure that customers leave satisfied and are encouraged to come back for more,” says Ashe.
That’s why TDMC chose to use the Smile app to implement its loyalty program. “We spent a lot of time trying different plugins and finally chose Smile.io because it integrates into the Shopify platform, is simple to use, easy to customize, and very intuitive for the end user,” said Ashe.
4. Implement an effective loyalty program
Like consumers around the world, most South African customers prefer to shop where they know they will be rewarded, which is why it made sense for Futurelife to implement its own loyalty program to enhance its online and in-store offering. “Loyalty programs allow us to reward customers for repeat purchases through point accumulation, special offers and exclusive access to new products. It incentivizes them to stay loyal to the brand and makes them feel valued,” says Ashe.
Just a few weeks after launching, Ashe says sign-ups have been strong. The loyalty program is point-based, with members earning Futurepoints that can be redeemed for coupons, as well as points earned for actions – such as liking and following social media platforms, or leaving product reviews. “The program fosters loyalty and encourages more engagement with the brand,” Ashe explains. “The Smile app makes it very simple – customers know exactly how to earn points and how to redeem them.”
5. Marketing through user-generated content
TDMC helps brands connect with new customers through relevant and informative user-generated content (UGC). Based on what we know about the power of UGC, we now have a strong strategy in place that actively leverages everyday customers to share their own authentic brand moments, says Ashe. “This relevant content from real users builds trust and community, fostering loyalty.”
6. Leverage data insights
“At TDMC, we know the value of data insights and actively use data analytics to understand customer behaviors, preferences and trends, thereby personalizing marketing and making customers feel understood and valued,” said Ashe.
Using this data to create personalized offers for program members will be an important next step for Futurelife to implement and deliver innovative rewards. “In the future, our goal is to build highly personalized offers into our loyalty program to match our customers’ lifestyle and life stage,” said Ashe.
TDMC’s strategic approach to building customer loyalty for Futurelife demonstrates the power of combining digital innovation with customer-centric practices. By implementing these strategies, TDMC has positioned the brand to not only retain existing customers but also attract new ones in a competitive market. “Building customer loyalty is all about creating a seamless, value-driven experience that resonates with consumers across all touchpoints. We have proven that by leveraging technology, data insights, and real customer connections (underpinned by a solid loyalty program), brands can cultivate a loyal customer base that drives sustainable growth and advocacy,” said Ashe.
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