Loyalty Programs to Encourage Repeat Purchases


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Overview of how to Implement a loyalty program where customers earn points for every purchase, which can be redeemed for discounts or exclusive rewards.


In the fiercely competitive landscape of eCommerce, businesses are constantly vying for consumers’ attention and loyalty. Amidst this clamor, loyalty programs have emerged as a potent tool for fostering lasting relationships with customers and driving sustained growth. By implementing a well-designed loyalty program, businesses can incentivize repeat purchases, encourage customer engagement, and ultimately, cultivate a loyal customer base. In this comprehensive guide, we delve into the intricacies of loyalty programs, explore their benefits, and discuss effective strategies for implementation and management.

Understanding Loyalty Programs

At their core, loyalty programs are structured initiatives designed to reward customers for their repeat business and engagement with a brand. Through these programs, customers earn points, rewards, or other incentives based on their purchasing behavior, which can then be redeemed for discounts, freebies, or exclusive perks. Loyalty programs serve as a powerful mechanism for building rapport with customers, fostering brand advocacy, and driving long-term revenue growth.

According to research by Bond Brand Loyalty, 79% of consumers say that loyalty programs make them more likely to continue doing business with brands. Additionally, the same study found that members of loyalty programs are 70% more likely to recommend the brand to others. These statistics underscore the significant impact that well-executed loyalty programs can have on customer retention and advocacy..

Benefits of Loyalty Programs

Implementing a loyalty program offers a host of benefits for both businesses and customers alike:

  1. Increased Customer Retention: Loyalty programs play a pivotal role in retaining customers by incentivizing repeat purchases and fostering a sense of allegiance to the brand. According to research by Frederick Reichheld of Bain & Company, increasing customer retention rates by just 5% can lead to a 25% to 95% increase in profits.
  2. Enhanced Customer Engagement:By rewarding customers for their engagement and interactions with the brand, loyalty programs encourage deeper engagement and interaction. Customers are more likely to explore new products, participate in promotions, and provide valuable feedback when they feel appreciated and rewarded for their loyalty.
  3. Boosted Average Order Value (AOV):Loyalty programs incentivize customers to spend more with each purchase in order to earn points or rewards. As a result, businesses can expect to see an increase in average order value (AOV) as customers strive to reach higher thresholds for earning rewards.
  4. Improved Brand Advocacy:Satisfied and engaged customers are more likely to become brand advocates, spreading positive word-of-mouth recommendations and driving new customer acquisition. Loyalty program members who feel valued and appreciated are eager to share their experiences with others, amplifying the brand’s reach and influence.
  5. Data Collection and Insights:Loyalty programs provide businesses with valuable data and insights into customer behavior, preferences, and purchasing patterns. By analyzing this data, businesses can tailor their marketing efforts, personalize customer experiences, and optimize their product offerings to better meet the needs of their target audience.

Implementing a Loyalty Program

Designing and implementing a successful loyalty program requires careful planning, thoughtful execution, and ongoing optimization. Here are some key steps to consider when implementing a loyalty program for your eCommerce business:

  1. Define Program Objectives:Clearly outline the objectives and goals of your loyalty program, whether it’s to increase customer retention, boost sales, or drive brand advocacy. Establish measurable KPIs to track the success and effectiveness of the program over time.
  2. Choose a Rewards Structure:Determine how customers will earn points or rewards through their interactions with your brand. Common methods include earning points for every dollar spent, referring friends, writing product reviews, or engaging with the brand on social media.
  3. Set Reward Levels and Thresholds:Define the value proposition for your loyalty program by establishing reward levels and thresholds that incentivize customers to participate. Consider offering tiered rewards based on different levels of engagement or spending, such as bronze, silver, and gold tiers with escalating benefits.
  4. Communicate Program Details:Clearly communicate the details and benefits of your loyalty program to customers through various channels, including your website, email newsletters, social media, and in-store signage (if applicable). Emphasize the value proposition and highlight the rewards and incentives available to members.
  5. Integrate with Your eCommerce Platform:Integrate your loyalty program seamlessly with your eCommerce platform to ensure a smooth and frictionless experience for customers. This may involve integrating with your website’s checkout process, customer account system, and email marketing platform to track and reward customer activity.
  6. Promote and Encourage Enrollment:Actively promote your loyalty program to encourage customer enrollment and participation. Offer incentives for signing up, such as bonus points or exclusive discounts, and prominently display information about the program on your website and marketing materials.
  7. Track and Analyze Performance:Monitor key metrics and performance indicators related to your loyalty program, such as member enrollment, points earned and redeemed, and overall program engagement. Use this data to identify trends, assess the effectiveness of your program, and make informed decisions for optimization and refinement.

Case Study: Amazon Prime

Amazon Prime stands as one of the most successful and influential loyalty programs globally, evolutionizing the eCommerce landscape and setting new standards for customer loyalty. Beyond just offering free and faster shipping, Amazon Prime has built an extensive ecosystem of benefits and services that cater to diverse consumer needs and preferences. It’s important for consumer goods companies to understand how Prime works and how to partner with Amazon using Prime to turn loyal customers into their customers. Let’s delve into the various aspects of Amazon Prime and how it has successfully cultivated a loyal customer base:

1. Free and Faster Shipping:

Amazon Prime’s free two-day shipping has been a game-changer in the eCommerce industry. According to a report by Consumer Intelligence Research Partners (CIRP), as of 2021, Amazon Prime has over 200 million members globally, with Prime members spending an average of $1,400 annually on the platform, compared to non-Prime members who spend around $600 annually. This significant difference in spending highlights the influence of Prime’s free and faster shipping on customer behavior.

2. Extensive Product Selection:

Amazon’s vast product assortment contributes to the appeal of Prime membership. With over 12 million products available for Prime delivery in the United States alone, according to Statista, Prime members have access to an unparalleled selection of goods across various categories, ensuring that their diverse needs and preferences are met conveniently.

3. Prime Video and Entertainment:

Prime Video has emerged as a formidable competitor in the streaming industry, with a rapidly growing library of content and a global reach. According to estimates from eMarketer, Amazon Prime Video’s audience in the United States alone surpassed 126 million viewers in 2020, representing over 60% of total OTT (over-the-top) video viewers in the country. This demonstrates the significant traction and engagement Prime Video has achieved among consumers.

4. Prime Music and Audible:

Amazon Prime Music boasts tens of millions of songs and thousands of playlists, catering to music enthusiasts worldwide. Additionally, Audible, an Amazon-owned audiobook platform, has over 500,000 titles in its library, attracting millions of subscribers. These services enhance the value proposition of Prime membership, appealing to consumers’ diverse entertainment preferences

5. Prime Reading and Kindle Owners’ Lending Library:

Prime Reading and the Kindle Owners’ Lending Library offer Prime members access to a vast selection of ebooks, magazines, and comics. As of 2021, Prime Reading provides access to over 1,000 ebooks and magazines, with new titles added regularly. This value-added benefit encourages avid readers to opt for Prime membership, contributing to overall customer loyalty.

6. Prime Day and Exclusive Deals:

Prime Day has become one of the most significant shopping events globally, driving unprecedented sales and engagement. In 2021, Amazon reported that Prime Day generated over $11 billion in sales worldwide, marking a new record for the event. The allure of exclusive deals and discounts motivates millions of Prime members to participate in Prime Day festivities, further solidifying their loyalty to the platform.

7. Whole Foods Discounts and Benefits:

Since Amazon’s acquisition of Whole Foods Market in 2017, Prime members have enjoyed exclusive discounts and benefits at Whole Foods locations. According to data from Brick Meets Click, as of 2021, around 68% of U.S. Prime members reported shopping at Whole Foods, citing the discounts and perks as significant incentives. This integration of Whole Foods into the Prime ecosystem enhances the value proposition for members and drives customer retention.

8. Echo Devices and Smart Home Integration:

Amazon’s Echo devices and smart home ecosystem have experienced remarkable growth, with millions of households adopting Alexa-enabled devices worldwide. According to Canalys, as of 2021, Amazon maintained a dominant position in the global smart speaker market, with a market share of over 40%. The integration of Echo devices with Prime membership offers exclusive discounts and features, incentivizing members to embrace smart home technology and deepen their engagement with the Amazon ecosystem.

In summary, the success of Amazon Prime in building customer loyalty is evident through its expansive ecosystem of benefits and services, supported by compelling facts and figures. With a growing membership base, robust product offerings, and unmatched convenience, Amazon Prime continues to set the standard for loyalty programs in the eCommerce industry, driving sustained growth and customer retention for the company.

Case Study: Lazada, Southeast East’s Leading ecommerce platform

Lazada, one of the leading eCommerce platforms in Southeast Asia, has established a strong reputation for customer loyalty through a combination of innovative strategies, personalized experiences, and value-added services. There are various ways in which consumer goods companies can partner with Lazada to incentivize purchase and build loyalty around their brands. Let’s delve into some key aspects of how Lazada has built and maintained customer loyalty:

  1. Diverse Product Selection:Lazada offers a vast array of products across multiple categories, ranging from electronics and fashion to household goods and groceries. By providing customers with access to a wide selection of products from both local and international brands, Lazada caters to diverse preferences and ensures that customers can find what they need all in one place.
  2. Seamless Shopping Experience: Lazada prioritizes user experience and has invested heavily in creating a seamless and intuitive shopping platform. The website and mobile app feature user-friendly interfaces, streamlined navigation, and robust search functionality, making it easy for customers to find and purchase products with minimal friction.
  3. Competitive Pricing and Promotions:Lazada frequently offers competitive pricing and promotions, including flash sales, discounts, vouchers, and exclusive deals. These incentives not only attract new customers but also encourage repeat purchases and foster loyalty among existing customers who appreciate the value for money offered by the platform.
  4. Personalized Recommendations:Lazada leverages data analytics and machine learning algorithms to deliver personalized product recommendations to customers based on their browsing and purchasing history. By tailoring recommendations to individual preferences and interests, Lazada enhances the relevance of product suggestions and increases the likelihood of conversion.
  5. Lazada has introduced a loyalty rewards program called Lazada Wallet, which allows customers to earn points for their purchases and redeem them for discounts or vouchers on future transactions. This incentivizes repeat purchases and encourages customers to remain loyal to the platform.
  6. Convenient Payment Options:Lazada offers a variety of payment options to cater to the diverse needs and preferences of its customers. In addition to traditional payment methods such as credit/debit cards and bank transfers, Lazada also supports alternative payment methods like e-wallets, cash on delivery (COD), and installment plans, making it convenient for customers to complete their transactions.
  7. Fast and Reliable Delivery:Lazada places a strong emphasis on providing fast and reliable delivery services to ensure customer satisfaction. The platform partners with a network of trusted logistics providers and employs advanced tracking technologies to keep customers informed about the status of their orders every step of the way.
  8. Responsive Customer Support:Lazada places a high priority on customer service and provides responsive support through various channels, including live chat, email, and phone support. The platform’s customer service team is trained to address inquiries and resolve issues promptly, helping to enhance the overall customer experience.
  9. Community Engagement and Events:Lazada actively engages with its customer community through social media channels, online forums, and interactive events. The platform organizes special promotions, contests, and live streaming sessions featuring influencers and celebrities to foster a sense of community and excitement among customers.
  10. Continuous Innovation and Adaptation:Lazada continuously innovates and adapts to evolving
    market trends and customer preferences. The platform regularly introduces new features, services, and initiatives to enhance the shopping experience and stay ahead of the competition.

Lazada’s Coin and Wallet ecosystem

Lazada’s use of Coins is a key aspect of its loyalty program, known as Lazada Wallet. Coins serve as a virtual currency that customers can earn and accumulate through various activities on the platform. These Coins can then be used to offset the overall purchase amount or redeemed for discounts on future transactions. Let’s explore how Lazada effectively utilizes Coins to enhance customer loyalty:

1. Earning Coins Through Purchases:

Lazada allows customers to earn Coins for every purchase they make on the platform. The number of Coins earned is typically based on the total amount spent, with customers receiving a certain number of Coins for every dollar (or local currency equivalent) spent. This incentivizes customers to shop more frequently and spend more on Lazada to accumulate Coins faster.

2. Coins Rewards for Specific Products:

In addition to earning Coins for purchases, Lazada often offers bonus Coins for specific products or categories. By purchasing these designated items, customers can earn additional Coins on top of the standard earn rate. This encourages customers to explore new products and incentivizes them to make purchases within certain product categories, driving overall sales and engagement.

3. Mini Games and Challenges:

Lazada frequently hosts mini games, challenges, and interactive activities on its platform that allow customers to win Coins as rewards. These games may include trivia quizzes, puzzles, or virtual treasure hunts, where customers can earn Coins by completing specific tasks or achieving certain milestones. By gamifying the loyalty experience, Lazada enhances customer engagement and encourages repeat visits to the platform.

4. Exclusive Promotions and Offers:

Lazada often runs special promotions and offers that reward customers with bonus Coins. These promotions may include limited-time deals, flash sales, or holiday-themed events where customers can earn extra Coins for their purchases. By leveraging the scarcity and exclusivity of these promotions, Lazada drives excitement and urgency among customers, motivating them to participate and earn more Coins.

5. Redemption Options and Flexibility:

Once customers have accumulated a sufficient number of Coins, they can choose to redeem them for discounts on future purchases. Lazada offers flexibility in how customers can use their Coins, allowing them to offset the overall purchase amount or apply them towards specific products or promotions. This flexibility enhances the value proposition of the loyalty program and encourages customers to continue earning and redeeming Coins.

6. Transparency and Clarity:

Lazada maintains transparency and clarity regarding the earning and redemption process for Coins. The platform provides clear guidelines and instructions on how customers can earn Coins, track their balance, and redeem rewards. This transparency builds trust and confidence among customers, ensuring a positive experience with the loyalty program.

7. Integration with Lazada Wallet:/strong>

Coins are seamlessly integrated into Lazada Wallet, the platform’s digital wallet solution. Customers can easily view their Coin balance, track their transaction history, and manage their rewards directly within the Lazada app or website. This integration streamlines the user experience and makes it convenient for customers to participate in the loyalty program.

Lazada’s use of Coins as part of its loyalty program is instrumental in driving customer engagement, incentivizing purchases, and fostering long-term loyalty. By offering multiple avenues for customers to earn and redeem Coins, as well as incorporating gamification elements and exclusive promotions, Lazada creates a compelling loyalty experience that encourages repeat business and strengthens its relationship with customers.

In summary, Lazada has successfully built and maintained customer loyalty through a combination of factors, including diverse product selection, seamless shopping experience, competitive pricing and promotions, personalized recommendations, loyalty rewards program, convenient payment options, fast and reliable delivery, responsive customer support, community engagement, and continuous innovation. By prioritizing customer satisfaction and delivering value-added services, Lazada has established itself as a trusted and preferred eCommerce destination for millions of customers across Southeast Asia.


Loyalty programs represent a powerful strategy for cultivating lasting relationships with customers, driving repeat purchases, and fostering brand loyalty in the competitive landscape of eCommerce. By implementing a well-designed loyalty program that rewards customers for their engagement and loyalty, businesses can differentiate themselves from competitors, drive long-term revenue growth, and build a community of loyal brand advocates.

As consumers continue to seek personalized experiences and meaningful interactions with brands, loyalty programs offer a compelling avenue for businesses to connect with their audience on a deeper level and create memorable experiences that inspire loyalty and advocacy. By investing in the design, implementation, and management of a loyalty program tailored to the needs and preferences of their target audience, businesses can position themselves for sustained success and growth in the ever-evolving eCommerce marketplace.

author avatar
Alan Yong CEO / Founder
Alan Yong is a distinguished eCommerce expert with an impressive career spanning over 30 years, primarily focusing on the consumer goods sector across multiple global markets, including the two largest consumer markets, China and the United States. With a deep expertise in multi-channel eCommerce, big data & analytics, performance marketing, and consumer-based supply chain and logistics, Alan has held pivotal roles as CEO and Global General Manager for multinational consumer packaged goods companies, driving significant digital transformations and eCommerce success.