In an analysis of over 60 million consumer purchases, Marsello found that 25% of all orders come from the top 2% of customers (Marsello, forthcoming).
According to research by BIA/Kelsey and Manta, regular customers spend 67% more per order than one-off or infrequent customers (BIA/Kelsey & Manta)
Loyalty statistics
Loyalty marketing is a marketing strategy that retailers of all sizes use to increase the lifetime value of their customers through incentivizing and rewarding repeat purchasing.
According to Marketing Metrics (2011), the probability of selling to an existing customer is up to 14 times higher than the probability of selling to a new customer.
When your customers feel rewarded for their purchases, they can spend more, more frequently, and even purchase products at a slightly higher price than they might be at a competitor (KPMG, 2019).
60% of consumers will buy from a store with slightly higher prices if they will earn a loyalty program reward (KPMG, 2017).
More than 65% of customers admitted making special trip to redeem a free gift from a loyalty program (KPMG, 2017).
75% of consumers would give “rave reviews” to a loyalty program they’re involved in (KPMG, 2017).
Existing customers are 50% more likely to try new products and spend 31% more, on average, compared to new customers (Crazyegg/Neil Patel, 2018).
Retailers can also send more frequent messages to those who are loyal brand followers (although you’ll see your best engagement if you don’t send more than five emails per week) (GetResponse, 2021).
77% of consumers say they are likely to stay with a brand that has a loyalty program.
70% of consumers are more likely to recommend a brand with a good loyalty program.
63% of consumers say they’re prepared to modify their spending habits in order to maximize the benefits of a loyalty program.
Smart marketing. Made simple. Manage all your marketing in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact on sales.
Segmentation statistics
Customer segmentation is the process of dividing customers into groups, allowing retailers to do more targeted and effective marketing. Segmentation is an antidote to low database engagement and declining email open rates.
78% of marketers reported segmentation as their most effective email marketing strategy (Hubspot, 2022).
In retail, automated emails see a 326.1% higher click rate than manually-sent emails, indicating 4x higher engagement and purchase intent (Epsilon, 2019).
90% of SMS messages opened within three minutes of being received (Tatango, 2020)
Pro-tip: Get even more personalized and use merge tags in your SMS campaigns—include loyalty points balance, first name and more.
Marketing automation statistics
With marketing automation, you can reach the right customers, with the right message at the right time.
Automated emails, triggered by a customer action, get 8 times more opens than manual, bulk emails (Experian)
Smart marketing. Made simple. Manage all your marketing in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact on sales.
Customer experience statistics
Send exclusive Black Friday deals and offers to your existing customers. Rubber Monkey sent customers an extra $10 voucher to use over and above their Black Friday purchases.
Referral programs reward existing customers for introducing friends, family or colleagues to your brand. They work by offering incentives such as points, discounts, or other rewards in return.
People are as much as 4x more likely to buy when referred by a friend.
Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.
Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.
To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.
