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Why is Customer Loyalty Important?

Oct 17, 2023 | 6 minute read

Why is Customer Loyalty Important?

Megan Wenzl

Content Marketing Manager

Quick Takeaways

Learn six key reasons why customer loyalty is important including increased revenue and retention.

In today’s fast-paced and hypercompetitive landscape, brands are constantly seeking innovative ways to drive sales. There’s a fundamental principle that can have a profound impact on your business’s long-term success: customer loyalty.

Investing in customer loyalty has become a strategic imperative for businesses looking to thrive today and in the future. In this blog, we’ll delve into six reasons why customer loyalty is essential as the economy fluctuates, and how you can maximize your customer relationships to drive revenue and accelerate your growth.

First, let’s take a look at the heightened importance of customer loyalty as brands seek to stand out in a competitive marketplace. 

Why Invest in Customer Loyalty?

The value of customer loyalty has never been higher than it is today. The digital age has ushered in an era of unparalleled choice and convenience for consumers, presenting them with an abundance of options at their fingertips. As a result, businesses are facing heightened competition, making customer loyalty a critical factor for sustained success. 

Couple this with an uncertain economy, and the significance of customer loyalty becomes even more profound. Of course, a loyal customer base is important for profitability in times of economic prosperity. However, it’s when times are tough that the true value of customer loyalty shines through. It becomes a stabilizing force, offering brands a consistent revenue stream at a time when they face significant challenges, including fluctuating consumer spending, supply chain disruptions, and market volatility.

In fact, according to recent Okendo research on loyalty and retention, economic unpredictability has caused 80% of consumers to cut their spending to some degree. Yet, 38% admit that they won’t be cutting back on things that they currently buy, even if they aren’t necessary or essential. As for what makes a product so good that consumers will keep buying it even when they are making a concerted effort to tighten their belts, “value” (71%) was most important. This was followed by a “brand offering good incentives for them to continue buying the product” (36%), and “the way a product makes me feel” (35%). 

These statistics highlight the importance of building customer loyalty during challenging economic times. This is especially true as consumers become much more picky about how they spend their money, with more consumer money going towards experiences and services than products. In other words, brands are under huge pressure to create truly exceptional customer experiences that keep shoppers coming back for more. 


The activities a loyal Superfan takes with a brand

6 Reasons Why Customer Loyalty is Important 

The good news is that success in driving customer loyalty is as rewarding as it is challenging. Customers who return to brands spend 67% more than new customers. On the other end of the spectrum, acquiring a new customer can cost five to seven times more than retaining an old one. 

Here are 6 reasons why customer loyalty is important. 

Increased Revenue 

Loyal customers provide a steady revenue stream. They tend to make repeat purchases and tend to buy more as the relationship deepens with your brand. Because of this loyalty, your brand can depend on loyal customers to continue buying as opposed to seeking out other brands to buy from in a highly competitive landscape. 

Create and Leverage Superfans (Brand Advocates)  

When customers have consistent positive experiences with a brand, they develop a strong emotional connection that can translate into advocacy. This connection with your brand encourages them to share their positive experiences with friends and family. 

One way to show customers your value their loyalty is through an incentive-based referral program. Referred customers are more likely to become loyal themselves, and have at least a 16% higher lifetime value than non-referred customers. Harnessing the power of referrals can significantly boost your customer base and revenue.

Their genuine recommendations act as powerful testimonials that can sway potential customers more effectively than traditional advertising. Such advocacy not only helps attract new customers but also reinforces the loyalty of existing ones, creating a virtuous cycle that amplifies the brand’s reach and impact in the marketplace.

Cost Efficiency

As customers become Superfans (or highly engaged brand advocates), they help your brand acquire new customers at a lower cost than traditional marketing efforts. This dual effect of fostering repeat business and generating new leads without the high customer acquisition costs is the critical importance of customer loyalty for brand growth and sustainability. 

Increase in Customer Retention 

Loyal customers are more likely to continue to purchase from your brand over time. 

To ensure long-term customer retention, consider implementing a customer loyalty program. These programs incentivize customers to keep returning to your brand, earning rewards and reinforcing their loyalty to maximize lifetime value. Loyalty programs are a proven strategy for building stronger relationships and encouraging ongoing purchases. To provide a loyalty program that boosts customer engagement, choose a customizable product that’s easy to use and has all the loyalty features you need without paying more. 

Speaking on the value of loyalty programs, Jason Anderson, Chief Operating Officer of Andzen, says, “Something often overlooked with loyalty programs is that they give merchants the ability to reward customers for their most valuable asset, their data. With changes to security from things like iOS updates, it’s easier for people to mask their identity, which is great for the average consumer, but can make it challenging for merchants to provide personalized experiences due to an inability to tie multiple shopping events to a single user. With a loyalty program, you can use incentives to collect customer data like birthdays and gender, helping to create more personalized experiences while making the value exchange for that data an honest experience for consumers.” 

Loyal Customers Leave Reviews and Feel Part of a Community 

Encouraging customers to leave high-quality reviews goes beyond feedback; it fosters a sense of community. When customers feel their opinions matter, they become more engaged and loyal. Their reviews also act as social proof, often acting as the wheel that steers prospective customers toward a confident purchasing decision. This sense of belonging strengthens customers’ commitment to your brand.

Investing in Customer Loyalty Builds Trust 

Implementing a strategy to build customer loyalty shows your brand invests in and values your customers. And this investment builds trust. According to research by Okendo on ecommerce trust, 95% of consumers say trust is a deciding factor in what brands to do business with, and 55% say trust is a “significant” factor. 

Driving Customer Loyalty for Sustainable Success

Customer loyalty isn’t a fleeting trend. It provides strength and stability for every DTC brand today and in the future. And as you navigate the rocky terrain of today’s economic climate, investing in customer loyalty can drive lifetime value, increase revenue, and fortify your brand’s position in the market.

We understand cultivating loyalty is a challenging task. That’s why we built our comprehensive, all-in-one customer marketing platform so you can build stronger relationships with your customers. 

Brands like Luna Bronze and Naked Harvest use Okendo to drive sales — and we want to help you achieve the same. Book a demo to learn how Okendo can help you increase conversions, enhance loyalty, and maximize lifetime value.

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