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New customers and clients are great, but it’s the existing ones that will make you the most money. Repeat customers spend more and cost less. Not convinced? Check out the stats:
This tells us that brand loyalty is more important than ever. If the average customer spends 67% more in their third year as a customer than in the first year, then customer retention should be a priority. Surprisingly, less than a third of business executives consider it so. This is a big mistake.
The features, design and quality of a product or service are leading factors in determining brand loyalty. But customer service also plays a big part: research shows that customers will abruptly end their relationships with companies because of poor customer service. Businesses need to deliver the whole package to keep customers happy, and that includes impeccable service. After all, a customer who is ‘totally satisfied’ delivers 2.6 times as much revenue as one who is ‘somewhat satisfied’.
Make your products or services as accessible and as easy to use or purchase as possible. Starbucks’ Mobile Order & Pay feature in their app is a great example. Customers can order their coffee before they even arrive at the shop.
82% of consumers say they’re more likely to shop at stores that offer a rewards program, underscoring the importance of these programs in driving loyalty and repeat purchases. Loyalty members also contribute more: they generate 12–18% more incremental revenue annually than non-members, and members who redeem rewards spend over three times more than those who don’t.
So how does this translate into retention? More than 83% of consumers say belonging to a loyalty program influences their decision to buy again . Notably, 77% of consumers are more likely to make additional purchases because of a rewards program. It’s personalised and surprise rewards that build the strongest loyalty and emotional connection.
That said, understanding generational preferences remains crucial. Mid-career adults (Gen X and Millennials) tend to favour exclusive rewards (59%) and frequent purchase discounts (57%), while still valuing practical perks, but privacy concerns persist
Offering members‑only benefits like faster deliveries or better deals remains a highly effective strategy for retaining customers. Take Amazon Prime as a prime example: current data shows that approximately 93% of Prime members renew for a second year, and 96% of those continue into a third year.
Encourage customers to refer a friend and reward them with discounts, products or services. Make sure the reward is something they want – give them a strong incentive. Referral systems can be really effective for retention.
We all read reviews before we buy. We are more likely to trust opinions from family, friends, and other consumers than branded content and ads. If customers see social proof that other people just like them have the product or use the service, it makes them want it too – FOMO is a powerful marketing and retention tactic. Customer testimonials and reviews can not only attract new customers, but they can also convince existing customers to stay loyal or upgrade their products.
Show your customers how much they’re truly valued, because they notice. Approximately 77% of customers appreciate it when brands say “thank you”, particularly when gratitude is personal and genuine. Incorporating simple acknowledgements into your touchpoints can go a long way toward fostering customer loyalty and satisfaction
Don’t send out generic emails en masse; make every message personal. In fact, 44% of consumers say they’re much more inclined to engage when messages are personalised rather than generic . Moreover, a whopping 80% of consumers (ages 18–64) are more likely to buy from a company that delivers personalised shopping experiences.
Equally important, use your customers’ preferred channels. Whether that’s email, SMS, Snapchat, Twitter, or another platform, authenticity matters most. In 2025, consumers expect and respond best to communication that fits how, where, and when they want to hear from you
Once you have made a sale, take the time to build a relationship. Offer top tips on your products or services, how-to videos and blogs on relevant topics. To do this well, it’s important to have a good understanding of your customer, what they want and what challenges they face. Customers will stay loyal if they see you as a valuable source of information.
Build a reputation for honesty; don’t up-sell products or services unnecessarily. And admit mistakes when they happen, taking responsibility and finding solutions. Customers and clients will appreciate your honesty and will be more likely to stay longer.
Do what you say you’re going to do when you say you’re going to do it; be consistent and reliable. Customers like a safe pair of hands.
Most importantly, keep your customer data safe. Never misuse information; customers will ditch you immediately if personal data is used without them being notified first. Customers and clients need to know they can trust you.
At Bombora, we help brands deepen customer relationships with powerful content that educates, inspires, and keeps audiences coming back. From webinars and virtual events to content repurposing and live streaming, our production services are designed to foster connection, loyalty, and trust. Let’s craft meaningful content that builds customer retention into your marketing strategy; get in touch today.