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Why Invest in Customer Loyalty: Driving Lifetime Value for Increased Revenue

Oct 17, 2023

Why Invest in Customer Loyalty: Driving Lifetime Value for Increased Revenue

Megan Wenzl

Content Marketing Manager

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 the compelling 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 is Customer Loyalty Important Right Now?

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, retail and ecommerce brands are under huge pressure to create truly exceptional customer experiences that keep shoppers coming back for more. 

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. 

How Customer Marketing Affects Loyalty

Customer marketing can make a big difference when it comes to loyalty. Your customers are your most influential marketing assets, and investing in these relationships can transform them into Superfans (or highly engaged brand advocates).

The activities a Superfan takes with a brand

Here’s how customer marketing strengthens loyalty and contributes to increased revenue.


Surveys are a potent tool for cultivating customer loyalty. By collecting zero-party data through customer experience surveys, for example, you gain valuable insights into your customers’ preferences and expectations. This information enables you to deliver highly personalized experiences, demonstrating that you value their input and understand their needs. These personalized interactions foster a deep sense of loyalty, turning customers into Superfans who actively advocate for your brand.

By leveraging survey data, you can provide tailored product recommendations that resonate with individual interests and behaviors. This not only enhances the customer experience but also drives higher conversion rates and increased revenue.


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.


Implementing an incentive-based referral program is a tangible way to show customers that you value their loyalty. 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.


Quizzes offer an interactive and engaging way to provide personalized product recommendations. By guiding customers through a series of questions, you can match them with products that align with their unique needs and preferences. According to Okendo research, 58% of customers say that quizzes to get to know them better is a way to exceed their expectations today. 

Loyalty Programs

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. Loyalty programs are a proven strategy for building stronger relationships and encouraging ongoing purchases.

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.” 

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 Feastables 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. Read more: Fostering Customer Loyalty: A Guide for Growing Shopify Brands

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