Go Back The Retention Playbook

Personalize and Predict Shopper Engagement

These days, personalization means more than just slotting a customer’s name into an email.

loyalty reward

Learn more about how Yotpo can help your brand drive stronger retention.

Personalization means recognizing a shopper as an individual, including a comprehensive view of their data: past purchases, shopping behaviors, traits, preferences, and more.

By leveraging data from multiple channels, including your loyalty program, email service provider, SMS marketing program, and so much more, your brand can get a deep understanding of a customer’s sentiment toward your brand — and you can better personalize messages to drive conversion.

Leverage loyalty data to personalize communications

With rich data behind the scenes, your brand can do more than send a birthday message to make a customer feel recognized and important. Leverage their past purchase history and product preferences to suggest relevant products, especially during a new release or collection drop.

Send over suggestions on a shopper’s preferred channel, or both email and SMS, to drive higher conversion and engagement. Over 76% of loyalty members want to receive personalized updates from their favorite brand via SMS.

Send texts when purchase likelihood is high (and low!)

With loyalty program data, your brand can get a good understanding of exactly when a shopper typically purchases, and that’s especially true for brands with a high purchase frequency, like brands in the food and beverage and CPG industries.

With this data on hand, your brand can send perfectly-timed messages, especially via SMS, reminding members that it’s time to re-up. To entice shoppers even further (and potentially increase cart size for future orders), try throwing in a free sample with their purchase. Ask them which product they’d like to try, giving you even more insight into their preferences for future suggestions. 

Alternatively, brands with low purchase frequency can still leverage cross-product data to drive engagement in between purchases. If a loyalty member has left a positive review on a past purchase, try reaching out to them to check in and see how they’re enjoying their purchase. Reward for any additional photos or videos they’d like to share. 

Message shoppers with time-sensitive updates

Sending new sales and exclusive offers, especially for loyalty program members, are key ways to drive continued engagement during both on and off buying cycles. 

“Before, we were using texts as a replenishment tool, but what we found is that people want to know about sales and offers,” says Dee Charlemagne, Co-Founder at AVEC. “We use a simple strategy: ‘What would I want to receive in my text inbox that wouldn’t annoy me?” 

Entice your most loyal shoppers, like members of your loyalty program, with a brand new product launch or brand partnership, and text them an exclusive offer or time-sensitive discount code to incentive immediate action. Over 40% of shoppers said a text with a countdown to when a sale or offer expires would encourage them to complete a purchase. These types of messages keep shoppers engaged for the long run and create excitement — they never know what exclusive perks might be next for them to enjoy. 

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