Loyalty program
How to build customer loyalty

February 2, 2024


4min read

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In the fiercely competitive world of shopping malls, customer loyalty is the key to success. Building and nurturing customer loyalty can significantly impact a mall’s revenue and long-term sustainability. To thrive in today’s retail landscape, mall managers must focus on creating effective customer loyalty programs that not only attract shoppers but also retain them over time.

In this comprehensive guide, we’ll explore how to build customer loyalty and create a customer loyalty program that stands out. We’ll back our insights with essential statistics to help you make informed decisions in your quest to level up loyalty and retention. Remember creating a customer loyalty program is no longer a luxury but a necessity in today’s retail landscape.

A report by Harvard Business Review states that increasing customer retention rates by as little as 5% can increase profits by 25% to 95%.

Building Blocks of Customer Loyalty

1. Understanding Your Customers

Before you can build customer loyalty, you need to understand your customers deeply. This involves collecting data, analyzing their preferences, and recognizing their shopping patterns. A survey by Epsilon found that 80% of consumers are more likely to do business with a company that offers a personalized experience. To address this, invest in data collection tools and analytics that can provide insights into your customers’ behavior and preferences.

2. Creating a Seamless Shopping Experience

A positive shopping experience is crucial for building loyalty. This includes aspects like store layout, staff friendliness, and the convenience of parking and navigation within the mall. According to PwC, 59% of consumers will walk away after several bad experiences, and 17% will do so after just one bad experience. Ensure that your mall is well-maintained, staff are trained to provide excellent customer service, and that your facilities, such as restrooms and eating areas, are clean and inviting.

3. Engaging Loyalty Programs

Loyalty programs are powerful tools for retaining customers. By offering rewards, discounts, and exclusive offers, you can encourage repeat visits and purchases.

The 2021 Bond Loyalty Report states that 79% of consumers say that loyalty programs make them more likely to continue doing business with a brand. Create a customer loyalty program that is easy to understand and offers tangible benefits. Whether it’s points-based, tier-based, or a simple punch card system, ensure that your program appeals to your target audience.4

4. Effective Communication

Communication is key to building and maintaining customer loyalty. Keep your customers informed about upcoming sales, events, and special promotions through various channels, including email, social media, and in-mall signage. According to a study by Salesforce, 73% of consumers say they are very or extremely satisfied with companies that consistently deliver excellent customer service. Consistency in your communication, both online and offline, can strengthen your brand image and keep customers engaged.

Create a Customer Loyalty Program that Stands Out by:

1. Tailored Rewards

When creating a customer loyalty program, make sure the rewards offered are relevant and appealing to your target audience. A survey by Retail Dive found that 61% of shoppers prefer discounts as loyalty rewards. Consider offering a variety of rewards, such as discounts, early access to sales, freebies, or exclusive experiences. Tailor these rewards to match the preferences of your customers.

2. Simplicity and Accessibility

Keep your loyalty program simple and easy to join. Customers should be able to sign up quickly and understand how to earn and redeem rewards. According to Oracle, 49% of consumers say they are more loyal to a brand that offers mobile loyalty rewards. Consider implementing a mobile app for your loyalty program, allowing customers to track their rewards and access special offers conveniently.

3. Surprise and Delight

Occasionally, surprise your loyal customers with unexpected rewards or personalized offers. To build customer loyalty and to keep retention of your customers, demonstrate that you value your them by offering tailored experiences and rewards. These gestures can create a strong emotional connection. A report by Capgemini found that 66% of consumers say they will switch brands if they feel treated like a number instead of an individual. Personalization is key. Use customer data to tailor surprise rewards and offers based on past shopping behavior.

5. Feedback and Adaptation

Encourage feedback from your loyal customers and use it to refine your loyalty program continuously. According to a study by BrightLocal, 91% of consumers read online reviews and 84% trust them as much as personal recommendations. Positive feedback and reviews can also serve as powerful testimonials for your program, attracting new members.

A report by InMoment revealed that 73% of consumers say a good experience is one that pays attention to their needs and preferences.

In the competitive world of shopping malls, building customer loyalty through a well-crafted loyalty program is not just an option; it’s a strategic necessity. By understanding your customers, creating a seamless shopping experience, and implementing an engaging loyalty program, you can level up loyalty and retention in your mall.