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From Feedback to Rewards: How to Build a Loyalty Program that Resonates with Your Audience

Learn how to build a loyalty program that puts your audience first. We also discuss strategies for creating a customer experience that secures repeat...

Francesca Nicasio

Content Strategy Manager

Fact: Loyal customers are some of your most reliable income sources during uncertain times. 

We can see this in action in some of the top brands in the market.

Starbucks, for example, was one of the companies that quickly recovered after the Great Recession. Despite the economic downturn, Starbucks continued to invest in its loyalty program, enhancing its value proposition by offering free refills, free Wi-Fi, and special offers.

Or consider Sephora, which launched its rewards program, Beauty Insider, in 2007, and has since expanded and diversified the program to include personalized offers, exclusive events, and early access to new products. Today, the majority of Sephora’s sales come from Beauty Insider members

All this to say that rewards and loyalty programs can unlock lasting customer retention and revenue.

But there’s a catch: you’ll only achieve these benefits if your loyalty program stands out in an increasingly competitive landscape. 

In today’s crowded market, consumers are bombarded with them left and right. That’s why we’re big believers in customization—tailoring your program to meet your target audience’s preferences and needs.

In this article, you’ll learn how to build a loyalty program that puts your audience first. We also discuss strategies for creating a rewarding customer experience that secures repeat business.

 


 

Importance of customer insights in developing notable loyalty programs


Guesswork often influences strategies when developing loyalty programs. So before proceeding to launching or overhauling your loyalty program, make it a point to challenge your views.

Start with a hypothesis. Let’s say you assume your customers are motivated by discounts. Consider the variables that made you think this way. Is it based on sales performance? 

Next, look at your data and analyze your sales trends. What impact do discounts really have on your sales?

Maybe you discover that discounts do work, but not as much as they used to. Poring over customer insights may show you that many of your customers favor tangible freebies, such as complimentary samples.

In this instance, you may need to discard your original hypothesis. Markets adapt, and customer preferences shift. Use your assumptions as a framework, but refer to actual insights as you tailor your loyalty program accordingly.


Loyalty expert Rory Moss talks about getting data & survey results to customize your loyalty program and appeal to higher value customers.

 

Benefits of insight-driven customer loyalty programs

 

Learning to fine-tune your customer loyalty programs directly translates to concrete benefits for your business. These include.

  • Higher customer engagement. By basing loyalty programs on real insights, you can design initiatives that resonate with your customer base. They’ll feel a deeper connection with the tailored rewards and incentives. The more relevant you are, the better your customer relationships will be.
  • Better resource allocation. Insight-driven loyalty programs help your marketing team manage resources. You’ll avoid spending on generic incentives that may not align with customer expectations. Instead, you can direct the resources toward more enticing initiatives, maximizing the loyalty program’s long-term impact.

Customer insights ensure program success with strategic implementation. Here’s how to leverage this data to build customer loyalty programs that stand out and connect with your target demographic.

 

6 steps to develop a successful customer loyalty program

 

From getting customers on board to measuring performance, launching and managing loyalty programs take work. Follow these 6 steps below to start and gradually increase signups and engagement levels.

1. Conduct customer interviews

 

Shoppers stay loyal to brands that understand them. To get to know your customer base, conduct direct surveys and interviews. Talk to a sample of 10 to 20 customers in person or on the phone, varying between regulars and one time/new customers.

Regulars are the most engaged audience with repeat purchases. Use the interview to identify what they want from a loyalty program. 

One-time/new customers are not as engaged–at least not yet. Take the interview as an opportunity to learn their preferred incentives, offers, or experiences to keep them coming back

Keep the questions consistent across both groups to get a well-rounded perspective. Here’s a set of potential questions you can ask these individuals. 

  • How often do you purchase from our store?
  • On a scale of 1 to 10, how likely are you to participate in our loyalty program?
  • What types of rewards or perks would motivate you to join the program? (e.g., discounts, freebies, cashback promos, special offers, exclusive event access, early access to sales)
  • How important is it for you to feel valued and rewarded for your loyalty to us?
  • Do you prefer tiered membership systems or ​​points-based loyalty programs? (i.e., point-based voucher amount vs. bronze, silver, and gold tiers with more valuable rewards as you progress)
  • How likely will you recommend us to others if we offer reward/referral programs?
  • Are there any specific products or categories you’d like to see in the loyalty program rewards?
  • What communication channels do you prefer to receive loyalty program updates and offers? (e.g., email, SMS, social media, in-store notifications)
  • How do you typically redeem loyalty rewards or benefits? (e.g., online, in-store, mobile app)
  • Would you be more likely to participate if the program offered early access to new product releases or exclusive benefits?
  • Do you have any concerns or reservations about joining a loyalty membership program?
  • How likely will you continue shopping at our store with vs. without a loyalty program?
  • What additional features or benefits do you want to see in our loyalty program?

Regular and one-time shoppers have distinct preferences, motivations, and expectations. Engage with both ends of the spectrum to know what drives each group from a 360-degree standpoint. 

Pro-tip: Gather contact details, such as email addresses and phone numbers, should you require a follow-up.

2. Collate survey and feedback responses

 

You can also use surveys to get more quantitative data on your customers. The goal here is to organize and analyze customer feedback to identify recurring patterns. 

You can do it in a formal, informal, or a hybrid approach.

Formal surveys are recommended for large-scale operations. Here are the approaches to implementing this method for a more thorough understanding of survey responses.

  • Use advanced software to categorize feedback systematically. For instance, you can implement customer feedback management platforms that tag and sort responses based on common themes.
  • Statistical analysis. If you have the resources, consider applying statistical methods to identify patterns quantitatively. It involves frequency calculation of particular keywords or sentiments expressed by customers.

Informal surveys are best for small businesses with limited resources. They’re more qualitative in nature and require first-hand assessment to understand your customers. 

  • Manual review. Evaluate customer comments, emails, or survey responses. The goal is to absorb the qualitative aspects that may be overlooked in strictly quantitative analysis.
  • Key learnings. As you review feedback, jot down a few bullet points that summarize key learnings. These could be recurring themes, noteworthy suggestions, or significant areas of concern raised by customers.

You can also combine formal and informal approaches (hybrid) to maximize both methods’ strengths. Doing so balances qualitative findings with objective insights in a more accessible yet scalable manner.

3. Review and act on the data

 

Knowing what appeals to new and existing customers helps ensure your loyalty program aligns with your overall brand identity. It helps craft your Unique Value Proposition (UVP), which you can use to reinforce your brand message and create a cohesive experience across all touchpoints.

Review the preferences and needs you’ve discovered from feedback responses. Then be sure to offer customers enticing rewards to meet those needs. 

Take Amazon Prime’s paid loyalty program, for example. Industry data shows that 71.8% of its loyalty program members find the $99 annual pricing worth it for all the shipping, shopping, streaming, and reading perks. 

How does Amazon know this? Simple. The company actively creates, distributes, and collects online survey responses.

amazon prime example

Not many businesses have the same resources as Amazon. But it doesn’t mean you don’t have enough data to analyze in your hands. 

Sports retailer TennisGear actively observes their database to understand customer behavior. They grow and keep it accurate through complete visibility across their sales channels and prompts that reminds staff to update or add customer information.

Maintaining a continuous feedback loop with your customers is key to creating a loyalty program that resonates. Send out regular surveys or perform ongoing database analysis to stay current with changing preferences and market trends.

Additional tip: Look at review sites and Google Reviews to draw information about what customers might appreciate seeing more in your programs.

4. Design and optimize the program based on feedback

 

Now that you know your rewards and incentives, optimize your program’s structure and mechanics to incentivize customers to spend more. 

Choose between non-tiered and tiered programs. Non-tiered appeals to a broad audience, whereas a tiered point system suits a diverse customer base with varying spending levels.

Balance the program’s exclusivity and inclusivity if you opt for the latter. Introduce exclusive high-value perks for top-tier loyalty cardholders (e.g., premium rewards, VIP events) and accessible rewards for those in lower tiers (e.g., birthday discounts).

Lastly, decide if your customers prefer simple or gamified types of loyalty programs. Gamification adds interactive elements but often requires more resources in terms of design, development, and ongoing management. 

In Sephora’s Beauty Insider Challenges, for instance, members must first complete a series of tasks to earn rewards. Some tasks don’t involve a purchase but require active engagement. The first challenges include checking out online, picking up orders in-store, signing up for text alerts, and trying Sephora’s in-store shade-matching tool.

If you’re still testing the waters, a straightforward loyalty program can be equally lucrative. 

Melbourne-based fashion label ALPHA60 exemplifies this with a simple earn-and-redeem model: spend a thousand dollars, earn a thousand points, and receive a $50 voucher.

ALPHA60’s Brand Strategist, Kelvin, explained that ALPHA60 customers prefer simplicity. Just by understanding this tendency led to the brand enjoying a high repeat purchase rate.

Alpha60 earn options


Find what works best for your audience, and consistently seek feedback for future adjustments if needed.

 

5. Make communication personalized wherever possible

 

Before you roll out the loyalty program, establish customer-centric communication channels. Identify where they prefer to receive updates and redeem rewards. Do they prefer traditional in-store redemption like punch cards or through handy technology like an app or a digital card?

If customers raise concerns or suggestions, acknowledge and address these in your response. Show that you value their input and actively strive to improve their experience.

A one-size-fits-all approach in communication may alienate customers who seek tailored interactions. Don’t lose your regulars to more attentive competitors. Pay attention to customer behavior when launching or announcing loyalty program updates.

 

6. Choose technology to run the loyalty program

 

Invest in user-friendly technology to simplify the implementation process. It’ll help your staff to adjust fast, minimizing the learning curve and likelihood of errors.

Loyalty program software like Marsello features seamless integration with ecommerce and POS systems (e.g., Shopify, WooCommerce, Bigcommerce, and Lightspeed) to leverage data analytics.

Syncing in-store and online transactions generates insights to help you deliver consistent loyalty experiences. It’s a hands-off process you can leverage to offer custom-tailored promotions, point earning, and reward redemption across all platforms.

With the right tools, tracking your loyalty program’s performance becomes easy. Take note of the key metrics and indicators to measure in the next section.

How to Measure Your Program’s Success

 

Define key performance indicators (KPIs) that align with your goals to gauge initial success. Some KPIs to consider are customer retention, referral rates, average order values (including credit card transactions), and customer lifetime value. These metrics measure the program’s overall contribution to your revenue stream.

Tracking KPIs is more efficient with Marsello’s dashboards and automated reporting. These tools feature real-time updates with charts, graphs, and other visual elements to interpret complex data patterns. You can also set up predefined schedules to receive detailed reports.

scottys-makeup-and-beauty-insights-dashboard

Invest in technology to keep your efforts on track. Let your staff focus on refining your marketing strategy rather than spending significant hours on data gathering and reporting.

 

Streamlining Loyalty Programs with Marsello

 

The best customer loyalty program prioritizes the customer experience. So, rather than rushing to launch your rewards or loyalty program, take time to solicit shopper insights, analyze data, design a responsive program, personalize communication, and use technology wisely.

Loyalty programs shouldn’t remain static. Keep ongoing customer engagement by regularly evaluating and updating your program.

If you’re ready to reward customers on their next purchase, start with Marsello’s free trial. Build your loyalty program today while synchronizing your omnichannel strategy.

 


 

Join a community of 5,000+ retailers building sales with Marsello's customer loyalty software

 

Start free trial

 


 

Read more: 7 Steps To Building A Profitable Loyalty & Rewards Program

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    9 Best WooCommerce Plugins & Extensions To Grow Your Store in 2023

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    With over 800 plugins listed in the WooCommerce extension marketplace, it can be overwhelming to choose. Here are 9 plugins to grow your WooCommerce store.

    With over 800 plugins listed in the WooCommerce extension marketplace, it can be overwhelming to choose which ones to use. That's why we've compiled a list of the 9 best plugins to help you grow your WooCommerce store.

    From boosting sales and customer loyalty to improving the user experience and site performance, these plugins can help take your store to the next level in 2023.

    1. Marsello: Seamless In-store & Online Loyalty
    2. Klaviyo: Email & Text Marketing
    3. Zapier for WooCommerce
    4. WooCommerce Product Table
    5. Google Product Feed for WooCommerce
    6. LiveChat for WooCommerce
    7. Tiered Pricing Table for WooCommerce
    8. WooCommerce Wishlists
    9. Back In Stock Notifications


     

    9 Best WooCommerce Apps to Grow Your eCommerce Store in 2023.

     

    1. Marsello for WooCommerce: Seamless in-store & online loyalty

    Marsello is the best loyalty app for WooCommerce ecommerce stores

    Know your customer, no matter how they shop. Marsello is the only loyalty platform that integrates with a range of POS apps. This means you can track every sale, in-store or online, to a customer profile.

    Then, turn this 360-degree data into revenue with personalized campaigns and incentives to drive repeat sales—all with one smart loyalty marketing app.

    How it can help drive sales:

    • With a loyalty program in place, customers are more likely to return to your store and make repeat purchases in order to earn rewards.
    • Tiered rewards incentivize customers to spend more in order to reach new ‘levels’ in your loyalty program.
    • By connecting your in-store sales data and WooCommerce sales to Marsello, you’ll get deeper insights into customer behavior and preferences, allowing you to optimize your marketing and maximize sales.


    Pricing: 
    From $100/month

    Start a free trial

    Recommended Loyalty Plugin for WooCommerce
    Marsello is the best loyalty platform for WooCommerce retailers who sell in-store and online. With integrated loyalty, you'll know your customer better than ever, and keep them coming back.

    Start free trial

     

    2. Klaviyo: Email & Text Marketing for Ecommerce

    klaviyo

    A unified customer platform for email, SMS, and more. Klaviyo helps you convert data into personalized customer conversions with smart campaigns and automations. Whether you’re sending a drip campaign, a transactional email, or a special holiday campaign, ultra-relevant content can help you boost engagement—and earn more revenue.

    How it can help drive sales:

    • Personalized messages such as abandoned cart reminders, product recommendations, and post-purchase follow-ups can help you increase conversions.
    • The plugin allows you to sync your customer and order data and create more personalized and targeted campaigns.
    • Automation tools such as follow-up emails can help you automate your marketing workflows and drive more sales.


    Pricing: From $0/month (pricing scales with your business)

    View on the WooCommerce Marketplace

     

    3. Zapier for WooCommerce

    zapier-header-2022-1728x540-1

    Zapier enables you to connect your WooCommerce store to over 2,000 apps, automating tasks such as order processing, customer data management, and shipping notifications.

    How it helps you drive sales:

    • You can create custom workflows based on triggers and actions, such as sending a discount code to a customer who abandons their cart or adding a customer to a specific email list when they make a purchase.
    • Automated workflows can help you increase conversions and drive more sales.


    Pricing: $59/annum

    View on the WooCommerce Marketplace

     

    4. WooCommerce Product Table

    Product-Tables-for-WooCommerce-1-1

    The WooCommerce Product Table plugin displays products in a table format, allowing customers to view multiple products at once and compare them side by side.

    How it can help drive sales:

    • Customers can filter and sort products based on various criteria, making it easier for them to find what they are looking for and reducing the likelihood of them leaving your store without making a purchase.
    • The plugin is mobile-friendly and responsive, providing a seamless shopping experience for customers on all devices. Using the WooCommerce Product Table plugin can enhance the user experience on your store, increase conversions, and drive more sales.


    Pricing:
    Paid plans start from $59/month.

    View in the WooCommerce Marketplace

     

    5. Google Product Feed for WooCommerce

    Google Product Feed

    This plugin creates a product feed for your WooCommerce store that can be used to advertise your products on Google Shopping, allowing you to reach a broader audience and increase sales.

    How it can help drive sales:

    • This plugin can be used to increase your visibility and drive more traffic to your store.
    • It ensures that your product data is accurate, complete, and relevant, which Google favors.
    • You can easily manage your product listings and make changes to your data as needed.
    • You can tap into a large audience of potential customers who are actively searching for products online.


    Pricing:
    $79/annum

    View listing in WooCommerce Marketplace

     

    6. LiveChat for WooCommerce


    Live chat

    LiveChat provides real-time customer support and engagement through live chat, improving customer satisfaction and retention.

    How it can help drive sales:

    • Live chat support provides immediate and personalized support to customers, which can increase customer satisfaction and ultimately drive more sales and repeat business.


    Pricing:
    From $20/month.

    View in WooCommerce Marketplace

     

    7. Tiered Pricing Table For WooCommerce

    tiered pricing table

    Easily set up individual pricing for various quantity ranges, and your customers can see instantly how the price for one item changes depending on the quantity they have chosen.

    How it can help drive sales:

    • The plugin allows you to offer bulk discounts to customers who purchase larger quantities of your products.
    • By offering these discounts, you can incentivize customers to purchase more products from your store, which will increase your sales and revenue.


    Pricing:
    $79/annum

    View in WooCommerce Marketplace

     

    8. WooCommerce Wishlists

    wishlist

    This plugin enables your customers to create and manage wishlists on your WooCommerce store, increasing engagement and encouraging customers to return to your store to make a purchase.

    How it can help drive sales:

    • When a customer creates a wishlist on your site, they are more likely to return to your store to purchase the items they have saved.
    • By allowing customers to share their wishlists with friends and family, your products get more visibility and can attract new customers to your store.


    Pricing:
    $79/annum

    View on WooCommerce Marketplace

     

    9. Back In Stock Notifications

    back in stock

    The Back In Stock Notifications plugin allows customers to sign up for alerts when a product they are interested in is back in stock. This can help you gauge demand for out-of-stock products and drive sales when those products become available again.

    How it can help drive sales:

    • By providing customers with the ability to receive notifications when a product they want is back in stock, you can increase the likelihood of them making a purchase and help prevent them from going to a competitor.
    • The plugin integrates with popular email marketing platforms such as Klaviyo, allowing you to easily send targeted emails to customers who have expressed interest in specific products.
    • By providing customers with a way to receive notifications when a product is back in stock, you can build stronger relationships with them and encourage repeat business.


    Pricing:
    $49/annum

    View on the WooCommerce Marketplace

     

    So, which WooCommerce plugins should I install?

    Whether you're a new eCommerce entrepreneur or an established WooCommerce store owner, you'll want to take advantage of the many great apps the WooCommerce Marketplace has to offer.

    Before you start your Marketplace search, we suggest you take a moment to reflect on your business goals and needs. Ask yourself these simple questions:

    1. What challenges am I facing as a WooCommerce business?
    2. What specific tools do I need to address my problems?
    3. What does my ideal state look like, and will this plugin help me get there?
    4. Does this app have what I need, what is the cost, and am I willing to pay for it?

    By answering these questions, you'll gain a clearer understanding of your business objectives, and it will become easy to choose the plugins that align best with your goals.

    Remember, with the right tools at your disposal, you'll be poised for success and ready to take your WooCommerce store to new heights. Best of luck with your search!

    Next read: 7 Steps To A Profitable Loyalty & Rewards Program

    Seamless in-store & online loyalty for WooCommerce
    Marsello is the best loyalty platform for WooCommerce retailers who sell in-store and online. With integrated loyalty, you'll know your customer better than ever, and keep them coming back.

    Start free trial

    New Integration: Advanced Loyalty Plugin For WooCommerce Retailers

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    Marsello is fully integrated with WooCommerce. WooCommerce retailers can now run a powerful loyalty program in-store and online.

    WooCommerce retailers now have access to seamless in-store and online loyalty. 

    We are thrilled to announce our latest integration with WooCommerce, an open-source eCommerce platform built for WordPress.

    “WooCommerce is one of the most requested integrations we've ever had,” says CEO Brent Spicer. “Retailers want to be able to create a seamless experience for their consumers both in-store and on their WooCommerce online store through Marsello. This is game-changing for many of our current, and future, retailers.”

    Ready to get set up? Watch the video.

    With Marsello for WooCommerce, you can connect your online sales data with a range of POS providers.

    To really know your customer, you need all the data—no matter where they’re shopping. But it's notoriously difficult to track customer behavior seamlessly across in-store and online channels. Until now.

    The Marsello plugin for WooCommerce means you can…

    • Create a better shopping experience. It's easy for customers to earn and redeem points no matter how they shop.
    • Know your customers better than ever before. With all the data you need to send personalized, targeted campaigns.
    • Keep customers coming back. Loyalty, email, SMS and automation features are all designed to increase average order size and incentivize repeat sales.

    Step-by-step: How to connect Marsello and WooCommerce.

    Ready to integrate WooCommerce and Marsello?
    Run a seamless loyalty program in-store and online with Marsello and WooCommerce. Capture important customer insights, send targeted campaigns, and do smarter marketing.

    Start free trial

     

    How it works

    Marsello is an advanced loyalty and marketing platform that is powered by your eCommerce and point-of-sale integrations. Using offers, sign-up forms and a customizable loyalty program, WooCommerce merchants can now collect invaluable first-party customer data in-store and online. This data syncs to unique customer profiles so you can know your customer and their preferences better than ever before.

    As well as loyalty and list-building, Marsello also gives you tools to keep growing those customer relationships (and sales). Emails, SMS campaigns, automations, reviews and more. It’s all possible for WooCommerce and Marsello users.

    "We've created a seamless redemption process with Marsello because we’re committed to prioritizing the customer’s experience,” says Product Manager, Kat Williams. “But staff will love it too—there’s much less confusion from customers about how and where they can redeem and earn points. It all just works, whether transactions are in-store or online.”

    Senior Software Engineer, Rukshan Dangalla, agrees. "I'm so excited to see this integration launched. The end result will provide a seamless experience for our merchants, and it's a significant milestone for our company. I'm proud to have contributed to its success!"

    Your fully integrated tech stack

    With Marsello, WooCommerce sales tracking is seamless in-store and online. Marsello has direct integrations with all major POS platforms including Lightspeed Retail, Cin7, Heartland and Shopify POS.

    Getting set up

    Setting up the integration is a breeze. You can connect Marsello with just a few clicks and start using the platform to create your marketing campaigns. The integration also ensures that your data is synced between your WooCommerce store and Marsello, so you can track your progress and make informed decisions about your marketing campaigns.

     

    Ready to integrate WooCommerce and Marsello?
    Do all your loyalty and marketing in one place, and track the results in a single dashboard. See what drives sales through both your POS and WooCommerce, and do more of the marketing that counts.

    Start free trial

    Loretta

    Marsello: Seamless in-store and online loyalty.

    • Drive repeat sales with a loyalty and rewards program
    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Track the direct impact of all your marketing on revenue
    • Build a customer database

    Start free trial

                                                                                                                           

    Marsello Now Integrates With Lightspeed Retail (R-Series)

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    Marsello is now fully integrated with Lightspeed Retail (R-Series). R-Series retailers can now run their loyalty program seamlessly in-store and online.

    Marsello is now fully integrated with Lightspeed Retail (R-Series). 

    R-Series retailers can now run their loyalty program seamlessly in-store and online. Marsello helps R-Series users provide an enhanced customer experience, personalized rewards, and targeted marketing campaigns.

    "Lightspeed is a leader in the retail industry and we're proud to integrate with their R-Series platform," said Brent Spicer, CEO of Marsello. "Our partnership will empower more retailers to grow their business and foster strong relationships with their customers through personalized loyalty marketing."

     

    Why connect R-Series + Marsello?

    R-Series retailers can glean valuable customer insights with Marsello. This empowers them to make data-driven decisions with ease.

    🗣️ Attn: R-Series users! You can now…

    • Sync your POS and eCommerce sales data all into one customer marketing platform
    • Attach customers to a sale on the POS sale screen to attribute purchases to a unique customer profile in Marsello
    • View a customer’s loyalty profile right from within your R-Series sales screen
    • See how your loyalty and marketing activities impact sales in-store and online
    • Get a 360-degree view of customer behavior and purchasing habits

    Try Marsello for Lightspeed R-Series.
    Run a seamless loyalty program in-store and online with Marsello and R-Series. Capture important customer insights, send targeted campaigns, and do smarter marketing.

    Start free trial

     

    Your fully integrated tech stack

    With Marsello, R-Series sales tracking is seamless in-store and online. Marsello has direct integrations with all major eCommerce platforms including Shopify, BigCommerce, Ecwid, and WooCommerce (coming soon).

    Getting set up

    Marsello users can now add R-Series in their Integrations tab in the left navigation menu in Marsello. Staff can also access customers’ loyalty and marketing profiles directly from the R-Series sales screen.

    About Lightspeed Retail (R-Series)

    Lightspeed R-Series is a point-of-sale (POS) system developed by Lightspeed, a leading provider of cloud-based commerce solutions. R-Series is a Lightspeed Retail product, designed to help retailers manage their brick-and-mortar operations, including sales processing, inventory management, customer management, and reporting.).

    Seamless loyalty for R-Series, in-store and online.
    Do all your loyalty and marketing in one place, and track the results in a single dashboard. See what drives sales through both your POS and eCommerce channels, and do more of the marketing that counts.

    Start free trial

     


     

    Loretta

    Marsello: All your marketing, in one place.

    • Drive repeat sales with a loyalty and rewards program
    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Track the direct impact of all your marketing on revenue
    • Build a customer database

    Start free trial

                                                                                                                           

    11 Best Shopify Apps to Grow Your Store in 2024

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    With thousands of apps in the Shopify App Store, it can be overwhelming to pick the one that's right for your business. Here are the 11 best Shopify apps...

    The Shopify App Store holds the key to transforming your operations and unlocking revenue growth for your business. But, with thousands of apps to choose from, it can be overwhelming to choose which apps are the right fit for your store.

    To help you get started, we’ve compiled a list of the 11 best Shopify apps to grow your business in 2024.

    1. Keeper—Recover Abandoned Carts
    2. Shopify Flow
    3. Marsello: Loyalty, Email & SMS
    4. Loop Returns & Exchanges
    5. PageFly Landing Page Builder
    6. Stamped Product Reviews & UGC
    7. Booster: Page Speed Optimizer
    8. Appstle Subscriptions
    9. Peek! Better Replay & Survey
    10. Easyship - All in one Shipping
    11. Klaviyo: Email Marketing & SMS

     

    11 Best Shopify Apps to Grow Your eCommerce Store in 2024.

     

    1. Keeper—Recover Abandoned Carts

    keeper-abandoned-carts-shopify-app

    According to the Baymard Institute, the average abandoned cart rate in 2022 was 69.99%. That means that for every 100 people that visit your online store, almost 70 of them will never make it to checkout—that’s a lot of potential revenue you’re missing out on. 

    Keeper is a one-click install Shopify app designed to recover abandoned carts and increase your store’s revenue automatically in the background. When customers log in across multiple devices they will find their abandoned shopping cart waiting for them, ready to complete their order. This makes it easy for them to pick up where they left off, resulting in more sales for your Shopify store.

    Key benefits:

    • Automatically prompt users to complete their orders.
    • Remember customers’ shopping carts across their devices.
    • Merge previously abandoned carts with current ones and drive more sales.
    • Reduce your abandoned cart rates and drive more sales.

    Pricing: Free

    Shopify Review | CHIC 414 Boutique

    “SO helpful for regaining sales and reminding our clients that they have abandoned their shopping carts. We have definitely seen an increase in our sales.”

     

    2. Shopify Flow

    flow-shopify-app

    Shopify Flow helps automate processes that solve unique challenges eCommerce store owners face. With Flow, you can easily build custom workflows to solve specific challenges and tasks that would otherwise burn precious time and resources.

    Flow is a powerful but simple automation tool. You can quickly customize unique triggers and conditions to create advanced workflows that run on autopilot, all without needing prior developer knowledge. 

    Key Benefits:

    • Create custom workflows and automate processes to streamline your operations
    • Save time by turning repetitive, time-consuming tasks into automatic workflows
    • Simple to set up: Automate workflows in a few clicks and get back to business


    Pricing: Free

    Shopify Review | Landyachtz Skateboards

    “In my opinion Flow is the single most valuable aspect of Shopify Plus! The biggest limitation of Flow is your imagination and the things I've been able to automate have been game-changers for our operations. One aspect I never expected was how effective Flow is in helping me build safety nets and redundancies for problems that would go unseen without it. Probably my favourite app.”

     

    3. Marsello

    youtube-thumbnail-loyalty-and-marketing-marsello

    Marsello is a seamless loyalty and marketing platform that helps Shopify brands drive repeat sales and engage customers, no matter how they shop. It offers a variety of marketing features, including loyalty programs, email and SMS campaigns, automations, social media management, and more.

    One of Marsello's key strengths is its omnichannel loyalty solution, which allows Shopify brands to run a seamless loyalty program across their eCommerce and brick-and-mortar channels—simplifying your customer loyalty management and improving customer experience.

    The platform's eCommerce and POS connection helps brands unify their customer data, making it easy to understand how your customers shop, and providing powerful data that can be used to run more effective marketing campaigns.

    Key benefits:

    • Run a seamless loyalty program across your in-store and online channels.
    • Save money on subscription fees by consolidating all your apps into one.
    • Get a complete view of your customer, and harness that data for smarter campaigns.
    • Incentivize customers to come back more frequently, and spend more when they visit.


    Pricing: Free plan available. Paid plans start from $135/month

    Customer Review | LEGO® Certified Stores

    “Marsello made the most sense as it offers a single loyalty program that extends to customers online and in-store. We have many customers that shop with us in both channels and expect a seamless loyalty and marketing experience.”

    Recommended app for Shopify stores
    Drive repeat sales with a loyalty program that works in-store and online.

    View on Shopify

     

     

    4. Loop Returns & Exchanges

    loop-returns-shopify-app

    Loop is a returns app that aims to simplify and automate returns, exchanges, and store credit processes for brands. With the global economy facing a potential recession in 2023, retaining customers and cutting costs are more important than ever.

    With Loop, you can analyse your customer interactions from a cost-saving lens, helping you to identify opportunities for revenue retention, and nurturing your customers through their most fragile interactions with your store. Control how and when returns get approved, optimize costs, prevent losses of returned products and retain more revenue with ease.

    Key benefits:

    • Retain customers through fragile interactions with your brand and optimize costs.
    • Save time and automatically control how and when returns and exchanges get approved.
    • Reduce refunds and negative reviews, and drive repeat purchases from happy customers.

    Pricing: Paid plans start from $59/month.

    Shopify Review | Mediclio

    “Love that this app continues to keep customers and merchants comfort in mind. They continue to vamp up the features so that returns and exchanges process can run as smoothly as possible…”

     

    5. PageFly Landing Page Builder

    pagefly-shopify-app

    Running a successful eCommerce store requires regularly creating and optimizing landing pages that help turn traffic into revenue. With PageFly, you can drag and drop your way to high-converting landing pages that engage shoppers and grow revenue for your business.

    PageFly helps bring your website pages to life with intuitive page-building features and pre-made elements that help you design your storefront how you want it. With its user-friendly interface and pre-built elements, it offers a convenient solution for new Shopify store owners looking to improve their performance.

    Key benefits:

    • Simple drag-and-drop landing page builders that help create pages that convert.
    • Build landing pages with or without code.
    • Suitable to build pages of any type and on any device.

    Pricing: Free plan available. Paid plans start from $24/month.

    Shopify Review | The Sustainable Watch Company

    “Really easy to use, similar to the Shopify page builder. Really knowledgeable, helpful support and after-sales service.”

     

    6. Stamped Product Reviews & UGC


    stamped-product-reviews-shopify-app

    When a customer has a positive interaction with your brand they’re more likely to tell other people about you.

    With Stamped, you can encourage customers to leave reviews after positive experiences with your brand, then use those reviews to improve your online reputation and stand out from the crowd.

    Key benefits:

    • Collect and showcase product reviews to build trust and transparency.
    • Improve your website’s SEO and Google Shopping rankings.
    • Gain deeper insights into what your customers think about your service.
    • Use reviews to promote your business and drive more sales via your store.

    Pricing: Free plan available. Paid plans start from $25/month.

    Shopify Customer Review, Seed Cycle Brand

    “Stamped Product Reviews is a great app if you want a more minimalist and stylish review app. Their support and technology upgrades are great also!”

     

    7. Booster: Page Speed Optimizer

    booster-page-speed-optimizer-shopify-app

    Page load speeds are everything when it comes to conversion. According to Hubspot, website conversion rates drop by an average of 4.42% which each additional second of load time. 

    Booster helps your eCommerce stores prevent lost sales by making your Shopify store pages feel like they load almost instantly. With Booster, you can pre-load landing pages and increase your website performance without needing any code.

    Key benefits:

    • Improve your store’s load speeds on desktop and mobile.
    • Reduce bounce rates and improve your chances of conversion with faster loading times.
    • Pre-load landing pages in the background when a customer hovers over a website link.

    Pricing: Free

    Shopify Customer Review, Zael Findings

    “Very friendly customer service quick to respond and if you are ever looking for a service to get a speed boost I highly recommend for you to check it out.”

     

    8. Appstle Subscriptions

    appstle-subscriptions-shopify-app

    Subscription-based selling provides a consistent, predictable revenue stream from your best customers. If you're running a subscription-based business model, then Appstle Subscriptions is the perfect solution for managing orders and driving repeat purchases.

    The app makes it easy to choose and manage subscriptions via the Shopify checkout page and encourages customers to spend more with personalized product offers, up-selling and product bundling. This helps increase customer engagement and provides reliable, recurring revenue.

    Key benefits:

    • Provide subscription plans for customers during their checkout process in Shopify.
    • Allow customers to manage their subscriptions and skip, reschedule or edit deliveries.
    • Drive consistent revenue from customers and up-sell personalized offers and bundles.


    Pricing:
    Free to install. Paid plans start from $10/month.

    Shopify Customer Review, Friendly Soap

    “This app works like a dream. It’s really popular with our customers and the support team are very responsive and helpful. Highly recommend.”

     

    9. Peek! Better Replay & Survey

    peek-better-replay-shopify-app

    Ever wonder why customers aren't converting on your website? If you do, then Better Replay can help. With free session recording and playback options, Better Replay allows you to observe how visitors interact with your site. 

    Boasting a 4.7-star rating on the Shopify App Store, Better Replay eliminates the uncertainty of why your pages aren't converting, helping you enhance your user experience and increasing conversions.

    Key benefits:

    • Learn how your visitors interact with your website with session recordings.
    • No more guesswork. See exactly why your landing pages aren’t converting to sales.
    • Gain insights into customer behavior and improve your website conversions.


    Pricing:
    Free. Paid plans start from $29/month.

    Shopify Customer Review, Smaller Living

    “I recommend gaining knowledge of what leads to a bounce rate. You can review live sessions, and it shows where you are losing customers.”

     

    10. Easyship - All in one Shipping

    easyship-shopify-app

    Online shoppers have extremely high expectations when it comes to shipping times and order management. According to a Retail Dive study, 62% of shoppers expect to receive their shipping orders to arrive in less than 3 days. 

    Easyship is an all-in-one shipping management platform that helps Shopify businesses manage their shipping operations and save time and money. The app helps customers easily compare costs and delivery times with dynamic rates during the checkout process. It helps you create a tailored shopping experience and requires little effort so you can focus on growing your business.

    Pricing: Free plan available. Paid plans start from $29/month.

    Shopify Customer Review, Mokuyobi

    “I use this app to help fulfill our orders efficiently. It has worked great in the 3+ months that I have been working where I currently am. So far I have not had any real issues with Easyship.”

     

    11. Klaviyo

    klaviyo-shopify-app-recommendation

    In the world of eCommerce and retail, customer relationships are everything. Klaviyo is a unified customer marketing platform that revolutionizes the way you connect with your customers, helping you build profitable relationships with intuitive features like email marketing, SMS, automations, forms, and reviews.

    Klaviyo's intelligent marketing automation features make it easy to earn more revenue without resorting to ineffective batching and blasting. The well-known Shopify app delivers unmatched speed and time-to-value, empowering you with best-practice marketing templates that are ready to go live from the start.

    Key benefits:

    • Deliver tailored experiences to each customer, increasing the ROI of your email marketing.
    • Save time and effort with automated workflows that nurture leads and engage customers.
    • Leverage your customer data and analytics to make informed decisions that drive growth.

    Did you know? You can integrate Klaviyo's advanced customer marketing features with Marsello's loyalty software to create advanced customer segments that can be leveraged to craft highly-personalized campaigns that engage customers and grow revenue.

    Learn more about Klaviyo and Marsello's integration.

    Pricing: Free to install. Paid plans start from $30/month.

    Shopify Customer Review, Wingback

    "Klaviyo provides vastly superior data on every customer, every automation, and every campaign, helping us make better decisions and drive greater ROI each month. The support guides are really comprehensive, their team is always quick to provide guidance and the platform is constantly improving."

     

    So, which Shopify apps should I install?

    Whether you're a new eCommerce entrepreneur or an established Shopify store owner, you'll want to take advantage of the many great apps the Shopify App Store has to offer. From all-in-one marketing solutions to shipping and customer service apps, Shopify has something for everyone.

    But the truth is, there's no one-size-fits-all solution for Shopify stores. Each business is unique and faces its own set of challenges, but with the right app, you can overcome these challenges and achieve success.

    Before you start your app store search, we suggest you take a moment to reflect on your business goals and needs. Ask yourself these simple questions:

    1. What challenges am I facing as a Shopify business?
    2. What specific tools do I need to address my problems?
    3. What does my ideal state look like, and will this app help me get there?
    4. Does this app have what I need, what is the cost, and am I willing to pay for it?

    By answering these questions, you'll gain a clearer understanding of your business objectives, and it will become easy to choose the apps that align best with your goals.

    Remember, with the right tools at your disposal, you'll be poised for success and ready to take your Shopify store to new heights. Best of luck with your app store search!

    Next read: 7 Steps To A Profitable Loyalty & Rewards Program

    Recommended marketing app for Shopify
    Drive repeat sales with a loyalty program that works in-store and online. Marsello has everything you need to grow your store's revenue.

    View on Shopify

    7 Steps To A Profitable Loyalty & Rewards Program

    ClockIcon  READ
    As a retailer, a loyalty program can be one of your most important marketing tools. Here's how to build a profitable loyalty and rewards program.

    In an analysis of over 60 million purchases, Marsello found that 25% of orders come from the top 2% of customers (2022).

    While it can be tempting to focus on getting new customers, marketing to your database can be much more profitable. We call this customer marketing or loyalty marketing because it focuses on bringing back customers who already know you.

    💡 Did you know? According to the Pareto Principle, 80% of your profits come from the top 20% of your customer base.

    Loyalty programs are one of the most popular customer marketing tactics for several reasons.

    • They only reward high-value customers. Unlike discounting, loyalty programs only offer discounts and rewards to your best customers.
    • They give you valuable data and insights. Loyalty programs build a profile of your customer’s shopping behavior, in-store and online. To earn points on a purchase, customers have to identify themselves. That means you can track each sale against their unique loyalty identifier. This then adds to their profile in your database and helps you engage them with marketing.

    Done correctly, a loyalty program can be one of your most important marketing tools.

    Build loyalty. Drive sales.
    Marsello gives you all the loyalty functionality you need to keep customers coming back. Easily set up a loyalty program, capture important customer insights, and do smarter marketing.

    Start free trial

     

     

    7 steps to make your loyalty program profitable.

     

    While most loyalty apps work out of the box (with some setup time), the reality is the best results come with a bit more effort.

    To ensure you’re getting the most out of your loyalty program, follow these simple steps. Trust us, a small amount of planning and reporting each month or quarter will go a long way.

    1. Know your customer.

    Before setting up your loyalty program, look through the data and customer records you already have. What do you know about your customers? What resonates with them? Do they have any common preferences, qualities or identifiers?

    Putting in a bit of work upfront to understand your customer will help you design and structure a loyalty program that resonates with them. After all, you want the program to be enticing and engaging, and ultimately, to incentivize repeat purchases.

    Things you could consider:

    • What age bracket are your customers in? What are their interests?
    • Are they in-person shoppers, or more likely to buy online?
    • What emails worked best with your database? Did any particular imagery or copy work well?
    • What sales or offers generated the most sales? Can any of these past campaigns provide insights into what rewards might be most enticing?

    2. Make it easy to use.

    Make sure your loyalty program is user-friendly and easy to navigate so that customers will be motivated to participate. Barriers like long load times, delays in points balance updates, or a poor mobile experience will deter customers.

    We know, as consumers ourselves, that if something isn’t easy, we won’t bother!

    Before you invest in any particular software, do a bit of research. Read reviews, sign up for a few free trials, shop around. Make sure the app you go for has all the integrations you need as well (if you’re omnichannel, integrations with both your POS and eCommerce software is a must)!

    3. Promote the program.


    promote your loyalty program with a campaign

    Once you’ve designed your program, prepare a launch campaign. Whether it’s a ‘soft’ launch or a full-scale event—make sure your customers know about it.

    • Teaser campaign: Pre-launch, let people know something’s coming. Get people curious and excited for the launch date. For example, you could run contests or giveaways to generate hype.
    • Soft launch: It’s okay to do a soft launch to start off, just to test everything is working. But once you’re confident, prepare a launch campaign.
    • In-store promotion: Let your customers know about it in-store. Make sure staff are trained on your loyalty app and can answer basic questions about how to get set up, the tier structure, and what the benefits are for the customer.
    • Full marketing launch: add a pop-up to your website, send out email campaigns to your database, and promote the program on social media. You can even run a limited-time launch offer—for example, 200 extra points for signing up in the first week.

    Remember, promotion doesn’t end after launch week. Encourage new loyalty signups in-store and online on an ongoing basis (see Step 6 below).

    Marsello. Smart loyalty and marketing.
    Do all your loyalty and marketing in one place, and track the results in a single dashboard. See what drives sales, and do more of the marketing that counts.

    Start free trial

     

    4. Personalize the program.

    <First name> merge fields in a blast email campaign are old news. Now we’re all about unique customer journeys—using triggers, automations, and even AI for targeted messaging.

    To offer more tailored experiences and increase customer engagement, add some automated workflows to your loyalty program setup checklist. Birthdays, loyalty points updates, and sign-up anniversaries are all super simple to create and give a personal touch to the customer’s experience.

    5. Offer exclusive rewards.

    Provide exclusive rewards for higher-tier members to incentivize them to remain loyal and engage more frequently with your brand.

    Be clear about your tiers and what they mean, and let people know how far away they are from advancing up the ranks.

    You can also send surprise awards to delight your most loyal customers and make them feel valued.

    6. Keep it fresh.

    The promotion doesn’t stop after you launch the campaign! There are lots of light-touch, low-maintenance campaigns you can run to keep your loyalty program interesting.

    Plus, you can talk about all the cool campaigns you’re running to non-loyalty subscribers to get that FOMO going.

    run double points campaigns loyalty program

    The bCode launched this ‘double points’ campaign. This email had a 20% open rate and saw a 94% increase in customer’s average loyalty points spent.

    Need inspiration? Here are some ideas to get you started:

    • Run points campaigns: For example, you could have a double points week. These are great to run in slower sales seasons, as they incentivize loyal customers to accelerate their points growth.
    • Hype the program on social media: Use social media to promote the loyalty program and engage with customers through interactive content and contests.
    • Run limited-time offers: Offer special rewards for a short period of time to incentivize customers to participate in the loyalty program.
    • Build up a community: Foster a sense of community among loyalty program members through events, forums, or social media groups.
    • Collaborate with partners: Partner with other brands to offer joint rewards and increase the value of the loyalty program.
    • Build your mobile experience: Encourage customers to save your loyalty portal to their mobile home screen, so they can access their points balance and engage with your brand on the go.

    Build loyalty. Drive sales.
    Marsello gives you all the loyalty functionality you need to keep customers coming back. Easily set up a tiered loyalty program, run points campaigns, and more.

    Start free trial

     

    7. Track success metrics.

    Remember, the purpose of loyalty programs is to increase repeat sales, average basket size, and the average value of a customer to your business.

    So, what should you be tracking? Here are a few metrics you can use to see how well your loyalty program is performing over time:

    If you’re using a loyalty program app that integrates with your sales channels, you can also directly attribute sales to your loyalty program activities.

    Marsello made the most sense as it offers a single loyalty program that extends to customers online and in-store.
    - Hayley Greenstein, LEGO® certified stores

    Marsello’s dashboard also allows you to see how your loyalty program is performing compared to all your other marketing efforts.

    Don’t be afraid to make adjustments as needed, but make sure you test how these impact your results.

    Are loyalty programs worth it?


    Yes! Loyalty programs can boost important metrics in your business. For example, the average amount customers spend per order, the total amount they spend over time, and how often they make purchases.

    But that's not all! When done right and in line with your brand, loyalty programs can also give your customers a better experience and make them feel valued.

    To make sure the benefits of the program outweigh any costs, connect your loyalty program to both your physical and online stores. This way, you can see the direct impact your loyalty program has on revenue. 

    Read next: A complete guide to creating effective tiered loyalty programs

    Loretta

    Marsello: All your marketing, in one place.

    • Drive repeat sales with a loyalty and rewards program
    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Track the direct impact of all your marketing on revenue
    • Build a customer database

    Start free trial

                                                                                                                           

    Top Trends For Hospitality & Retail Businesses in 2023

    ClockIcon  READ
    Marketing to your most loyal customers, innovating with your products, and building your brand could be your most important investments in 2023.

    It’s no secret that the retail and hospitality sectors are in for a challenging year. The EY Future Consumer Index (November 2022) found that:

    • 62% of consumers don’t expect the economy to recover within the next 12 months
    • 58% expect their living costs to increase over the next six months

    So let’s tackle this head-on, rather than letting it become the elephant in the room. We talked to Victoria University Economics Lecturer Nathaniel Robson about economic trends, and where retail and hospitality merchants can focus their energy in order to keep business pumping. 

    We also want to take a look at how this might affect your marketing plan, and give you tips and resources you can use to inform your campaigns in coming months.

    💡 Marketing to your most loyal customers, innovating with your products, and building your brand could be your most important investments in 2023.


    What's Happening For Hospitality & Retail Businesses in 2023:


     

    1. Pressure to offer more competitive wages will continue


    Pressure on wages is driven by two main factors: a tight labor market and higher inflation expectations.

    “Because the skills of the primary workforce in hospitality and retail are highly transferable, businesses in those sectors will be competing with a range of alternative potential employers,” says Robson.

    “​​At the same time, higher costs of the materials used in hospitality and retail service provision will squeeze profit margins.”

    Both of these factors will make it harder for hospitality and retail businesses to find and retain staff.

    2. Demand from lower-income consumers will drop


    Consumers are seeing cost-of-living going up. But this doesn’t affect everyone in the same way.

    Robson explains that lower-income households will be hit the worst by inflation. Basic costs of living (rent, groceries, power, internet, etc) will use up an increasing portion of their weekly income unless minimum wages and benefits increase proportionately.

    Brands that serve higher-income households (boutique hotels, for example) might not see a significant decline in business. However, many retail and hospitality businesses serve customers in a younger, lower-income market. These customers will start looking for cheaper alternatives (looking to retail giants for cost-effective, mass-produced products).

    3. Prices will increase to pass on some costs to consumers


    Inflation expectations are also driving up costs of ingredients and materials, meaning tighter profit margins and pressure to pass on extra costs to consumers (i.e. to increase prices).

    Robson notes that this also presents an opportunity to innovate with your product line and attract higher-income, generally older, consumers.

    “New products may attract a new market of early-30s customers as the early 20s market has drifted away due to living cost rises pushing them towards more mass-produced and cheaper alternatives.”

    4. Customer loyalty and a strong brand will pay off


    Businesses that have invested in customer loyalty initiatives and brand experiences over the pandemic may be rewarded. Through the pandemic, consumers’ purchasing habits changed, with loyalty decreasing as people worked and shopped from home.

    Browsing stores and shopping on a lunch break in town was no longer a convenient option, and consumers opted to compare prices online and have goods delivered to their front door. 

    Brands that focused on customer loyalty and established a unique market position over this time will see these efforts pay off as consumer wallets tighten.

    "The opportunity ... can be met by striving for a unique market position – having a strong brand and established customer loyalty."

    Nathaniel Robson, Economics Lecturer

     

    How a make-up retailer grew a loyal database & doubled sales with Marsello


    scottys store image
    For years, Scotty’s Makeup & Beauty customers had been asking about discounts for students or industry professionals. “With the Scotty’s Rewards Program, we now have a solution that suits a lot of our customers,” says Hollie, Sales Manager. “The fact that we can run the program both online and in-store is great for building our customer database and turning one-time customers into repeat customers.”

    With the loyalty program, Scotty’s Makeup & Beauty has seen expansion beyond the industry it initially sought to serve. Now, they’re building a whole new audience of customers who come to them with all their dress-up and costume needs. Since unlocking these audiences with Marsello, they've seen EOFY sales double.

    Turn first-time shoppers into repeat customers.
    Create rewards that are designed to motivate your customers to shop, strengthen customer relationships and grow your business.

    Learn more



    5. Innovative, flexible brands may see the most success

    “Trying to hibernate until the crisis is over is not a safe strategy; it may actually involve less risk to try something bold.”

    — Nathaniel Robson, Economics Lecturer

    Learning from past recessions and economic downturns, a pattern emerges. Those brands and businesses that take a proactive approach to innovation can emerge stronger and more successful than before. We see this across every sector—just look at brands like Lego, Netflix, and Walmart, which all grew during the 2008 recession because of new products and investments.

    Yes, there may be upfront costs, Robson says, but “there is some potential long-term benefit to come from the associated innovation.”

    What does all this mean for your 2023 marketing plan?

    When budgets are tight, it’s more important than ever to stick close to your strategy. That doesn’t mean stop innovating and go back to 1950s marketing tactics — quite the opposite.

    What it does mean is being focused, considered, and clever about the way you reach your target audience, the key message, and the call to action. Planning your marketing campaigns shouldn’t be rocket science. If you stick to what’s important, it can be both simple and effective.

    To keep your campaigns focused, try our 5-Minute Campaign Plan activity. In this template, you’ll strip everything down to the strategic essentials, and you can flesh out the details later.

    Let’s run through an example, with all of the above in mind.

    Free Download: The 5-Minute Campaign Plan
    Strategy can be daunting, but it does not need to be rocket science! If you stick to what’s important, your campaign can be both simple and effective.

    Download now

     

    Question 1. What is the key insight?

    Any good campaign strategy starts with the “why”. We find that business owners have marketing ideas in spades (which is great!), but this is the time to turn on the filter. Which ideas have a sound reason for action? What is the driving insight that makes this specific idea a good one? 

    Example: Consumers are tightening their budgets as inflationary pressures hit. 

    Question 2. What campaign idea works best with your insight?

    Test your idea(s) against your “why”. Be ruthless. You might have an idea to design and launch a new luxury product, but realize that if you’re being honest with yourself, it doesn’t align with the insight at all.

    Example: A loyalty campaign, like a double points week, that drives repeat orders.

    Question 3. Who will be your campaign audience?

    Now you have your “why” and “what”, it’s time to figure out the “who”. Think about who the insight impacts, and what they have in common.

    Example: For your double points campaign, you might have a couple of audiences. First, you’ve got customers who are already in your loyalty program. They are aware of your brand, and actively engage with you. Second, you’ve got customers in your who aren’t in your loyalty program (and who may or may not be in your database).

    Question 4: How will you reach your audience with your campaign?

    Sketch out a rough plan of channels and activities. Think about where your campaign audiences are, and how you can engage with them.

    Example:

    • Loyalty members – SMS, email
    • Non-members in database – SMS, email (use double points as an incentive to purchase & join the program)
    • Other shoppers – Ask to join in-store and include in welcome pop-up online (use double points as an incentive to join the program)
    • Social followers – Instagram, TikTok ads & posts


    Read next:
    4 Simple Marketing Automations For Easy Revenue Wins [With Examples]

    Free Download: The 5-Minute Campaign Plan
    Strategy can be daunting, but it does not need to be rocket science! If you stick to what’s important, your campaign can be both simple and effective.

    Download now

     

    Manage your 2023 marketing campaigns with Marsello



    All your marketing, in one place.

    • Turn one-time shoppers into loyal customers with loyalty and rewards
    • Send email and SMS campaigns to your customer database
    • Create, schedule and publish social posts across Instagram, TikTok and Facebook
    • Create set-and-forget marketing automations
    • Plan all your campaigns in one simple marketing calendar
    • Track the direct impact of all your marketing on revenue

    Start free trial

                                                                                                                           

    Why Patagonia & Other Retailers Are Canceling Black Friday in 2023

    ClockIcon  READ
    While Black Friday works well for some retailers it's not right for everyone. Some risk cutting into margins, alienating customers or their diluting brand.

    The most hyped sales day of the year is just around the corner. But not everyone embraces Black Friday.

    While Black Friday undeniably works well for some retailers, others partake because they feel they have to. In these cases, they risk cutting into margins, alienating loyal customers or diluting brand equity.

    Since 2011, retail brand Patagonia has been subverting traditional Black Friday messaging. Now many others are following suit, symptomatic of a major shift in consumer culture. Retailers the world over are finding new ways to break consumerist cycles: promoting recycled materials, fair trade and the repair and re-use of old goods.

     

     


    Quick Links:


     

    3 Reasons Retailers Are Opting Out Of Black Friday This Year


    1. They can’t compete with big-box retail brands

    Retail giants have the purchasing power to bulk buy loss-leaders and attract Black Friday shoppers by the masses. Smaller retail brands don’t have the deep pockets to compete, so many find that running Black Friday sales just cuts into margins.

    2. Their audience is made up of conscious consumers

    The kinds of people who shop at smaller retailers are both more loyal and more conscious consumers than those that flock to the likes of Amazon. They’re more suspicious of broad-stroke sales and promotions such as Black Friday, and could be turned off or confused by hyperconsumerist marketing.

    3. Their brand values simply aren’t aligned

    Running Black Friday sales just feel antithetical to their brand. Brands with strong social or environmental purpose and values don’t feel comfortable participating in a sales day that promotes unnecessary consumption and waste.

    We’ve worked with an increasingly large number of brands who don’t want to participate in Black Friday. But you can take an anti-Black Friday position, or subvert the normal marketing messages, and still leverage the hype. 

    Our advice? Use that position to your advantage. Take the hype of Black Friday, participate in trending conversations, and build your brand and marketing strategy around it.

     

    Take a position on Black Friday


    You know your customer best. So take the time to think about what approach works best. By choosing the position that’s right for your brand, you’ll engage your customer base and build brand equity. 

    Remember: Whichever position you take, you can leverage the hype around the sales season. Even if you’re taking an avoidant or subversive position, you can leverage Black Friday keywords and trending social hashtags to get your message out to a wider audience.

    1. Avoid it: If your target market is predominantly comprised of conscious consumers, are traditional Black Friday campaigns the right fit? Some brands opt out of Black Friday altogether. Some businesses even close their stores, asking their customers to just go outside and enjoy the day rather than spending their time chasing the sales.
    2. Subvert it: Do Black Friday, but with a self-aware twist. Or leverage the hype around Black Friday to promote your purpose—for example, brands running Blue Friday campaigns to raise money for ocean clean up projects.
    3. Lean into it: If Black Friday works for you, then that’s okay too. You can still go all in for Black Friday, and use creative, unique campaigns to stand out from all the noise.

    Once you’re steadfast in your position, be consistent. Otherwise, the campaign will feel inauthentic and confused. Craft all your hooks around your core campaign message. You can use these across your social posts, email subject lines and ads.

     

    All your Black Friday marketing. In one place.
    Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.

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    Position 1: Avoid It


    Last year, the British Independent Retailers Association (BIRA) reported the highest number of smaller brands boycotting Black Friday they’d ever seen—a whopping 85%. This shows a growing movement against the likes of Amazon, who dominate the market and can offer huge discounts, bundles, deals and free shipping.

    Here are some ways you can express your anti-Black Friday position:

    • Encourage your customers to reduce waste and think about what they really need on Black Friday. 
    • Volunteer time or money to plant trees, or donate to offset some of the carbon emissions generated by Black Friday consumption.
    • You can even close your stores, like sustainable underwear brand Pantee.

    True to their vision and values, Ecolateral never runs Black Friday sales or events promoting hyperconsumerism.

    "We're about helping people to make genuine and sustainable changes in their life for the benefit of the planet. And if we're true to our vision, people respect that."

    — Jamie Stott, Ecolateral


    jamie-at-ecolateralSource: Ecolateral Instagram

    Position 2: Subvert It


    Patagonia’s “Don’t buy this jacket” campaign famously subverted traditional sales messaging around Black Friday.

    The conscious retailer is known for its clever use of marketing around sales season to boost its brand profile, PR and social media engagement. In 2016, they used Black Friday promotions to raise money for charities with environmental purpose.

    If your audience doesn’t resonate with hyper-consumerism, taking a subversive position can be an extremely clever approach.

    You might not see the same revenue success as those leaning into Black Friday, but the objective (the bet) is to build brand awareness and customer loyalty that will last longer than one day in the retail calendar.

    patagonia-dont-buy-this-jacket-1Source: Patagonia

    Here are some ways you can subvert traditional Black Friday messaging:

    • Use Black Friday to promote upcycling, repairing and reusing. Patagonia has an online store, Worn Wear, dedicated to resales of pre-loved clothing. Hoopla Kids does the same.
    • Take part in Blue Friday, an initiative pioneered by a group of small businesses as an alternative to Black Friday. All participating businesses pledge to donate a percentage of sales from Blue Friday to support ocean conservation projects.
    • Donate a percentage of sales made over Black Friday weekend to a good cause. Out of the Box Gifts donated 10% of all their 2021 Black Friday sales to a local food bank.

     

    “It’s time for us as a company to address the issue of consumerism and do it head on. The most challenging, and important, element of [Worn Wear] is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.”
    —Patagonia

     

    Position 3: Lean Into It


    If you are leaning into Black Friday this year, here are some marketing tips to help you hit your revenue targets.

    Tip #1. At peak sales season, the normal marketing guidelines don’t apply.

    Don’t send emails on the weekend? Don’t schedule social posts after 8pm? Don’t send more than 3 emails for week? Forget it.

    Consumers are receiving more emails, SMS messages and targeted ads than ever around this time. Don’t be afraid to dial up the frequency of your marketing messages. Be prepared to get some unsubscribes, but the resulting sales will more than outweigh that.

    Tip #2. Get personal with segmentation.

    This tactic has helped our retailers get more Black Friday sales, and higher average order value. 

    Slice up your database by type of products purchased. For example, if you’re a technology retailer, you could create segments for “Photographers”—people who most frequently buy photography equipment.

    Send targeted Black Friday or Cyber Monday campaign emails and SMS messages to those segments, adding only products from their preferred category. Of course, you can add a “See All Deals” call-to-action below your product blocks to pull in more general interest to the broader sale categories.

    For higher impact, start strong with a personalized subject line:

    “Alice, get 60% off everything photography! 🤑📸”

    Tip #3. Black Friday is about more than just revenue targets.

    Did you know sales season is bigger than just hitting holiday revenue targets???

    Collect customer details over these heavy traffic periods to build your list of re-marketable customers.

    According to the Pareto principle, around 80% of a business’s profits come from just 20% of its customers. That means regular customers, who buy from you again and again, are worth A LOT to your business.

    It’s more expensive to acquire new customers to retain them, so make the most of your campaign spend and continue selling to Black Friday participants long after November has been and gone.

     

    All your Black Friday marketing. In one place.
    Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.

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    How To Use Sales Season To Acquire Lifelong Customers

    In the current economic climate, consumers are much more price-sensitive, so they’re more willing to switch brands on a whim. That’s especially true around peak sales season. Any new customers you’ve acquired over the holiday season have more than likely found you through a sale or promotion.

    So how do you keep new customers in your orbit year-round?? With a value-packed and engaging loyalty program they won’t want to leave!

    After the holiday rush, run double points days, VIP sales, personalized deals and creative in-store shopping experiences. Regularly deliver value to your loyal customers with birthday gifts, loyalty rewards and freebies—they’ll love you for it.

    As a consumer, what are your favorite loyalty programs you’re part of? There are always a few standouts you can learn from!

    Read next: Top 8 Marketing Hacks For Black Friday/Cyber Monday Campaigns

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    Marsello: All your marketing, in one place.

    • Schedule social posts
    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Track the direct impact of all your marketing on revenue
    • Build a customer database

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    5 Social Media Tips For A Scary Good Halloween 2023 Campaign

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    Halloween is the perfect opportunity for retailers to prime their audience for the upcoming sale season. Here are 5 social media tips for Halloween 2022.

    For retailers, Halloween is the perfect opportunity to prime your audience for the upcoming sale and holiday season (Black Friday, Cyber Monday, Christmas).

    Here are 5 social media tips for Halloween 2023 that can help you get more conversions.


    Quick Links:


     

    1. Encourage User-Generated Content


    User-generated content (or UGC) is one of the most powerful tools that marketers can use to drive engagement. Not only is it more authentic and relatable, but it’s also more efficient—it’s free and can generate more engagement than your own branded content.

    You can encourage people to share their photos or videos, and tagging your brand. For example, competitions or challenges. Ask them open questions and play around with their answers. Feature the best or funniest answers. 

    Looking for an even simpler competition? Ask your followers to tag their friends and share your contest post on their Instagram or Facebook story.

     

     

    Make the most out of your social media marketing; you can use marketing automation to schedule your content strategy ahead of time. Set posts across several platforms in a single calendar or even repost good user-generated content across different platforms.

     

    2. Get creative with social media posts


    Think about your brand and what kind of content and campaigns might work best. You could include Halloween-related images with your product, or it might just make sense to offer your audience a holiday discount without adding spooky flair to your brand creative.

    Halloween is the perfect holiday for Scotty’s Makeup & Beauty—who supply makeup and beauty products to the TV, film, and theatre industries.

     

     

    Every year, they make the most of the promotional period with a carefully planned calendar of social posts, email campaigns, and automations. Their in-store artists are also available to guide and advise on Halloween costume make-up and products.

     

    "Halloween is a huge selling month for us. Since using Marsello, our online sales over this period have increased dramatically as have our in-store sales – a lot of these purchases are from an average customer, not a student or pro makeup artist as well."

    Hollie, Scotty’s Makeup & Beauty

     

    If your brand is not so closely Halloween-related, you can still run photo contests on your Facebook page and encourage users to upload images. Encourage your followers to share pictures of themselves dressed up, or their kids’ trick-or-treat costumes. In exchange for their contribution, you can share their content on your page, reward them with a discount, and ask them to share the contest on their blogs.

     

    All your Halloween marketing. In one place.
    Manage all your Halloween campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, set up automations, and more. Then track the impact of your marketing on sales.

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    3. Give discounts or promo codes


    A Halloween sale or discount code can be a great way to draw in new customers ahead of Black Friday / Cyber Monday. You can host a Halloween sale on your website and promote it across your email campaigns, social accounts and even SMS.

    Remember: You don’t have to alter your brand to fit with Halloween theme! You can simply run promotions and add emojis in your captions for holiday flair.

     

     

    4. Use UTMs to track sales and run retargeting

     

    Track sales made across your Halloween social media posts and campaigns. The sales data you gather through UTM codes can also be used for retargeting. 

    Insert UTM parameters on your sale URLs and include them in your social media bios or link in bio pages. This allows you to create custom audiences for your retargeting efforts.  

    Using ads, you can retarget your website and visitors on social media. You can also see whether they make a purchase or not. In this case, the focus should be on communicating the right message to your audience and experimenting with different approaches. For example, you can vary your copy and imagery.

     

    5. Use TikToks and Reels


    Video marketing (for example, on Instagram Reels or TikTok) is a powerful social media marketing medium. It’s a great way to attract attention and engage with your target audience.  

    Videos can also be an excellent medium to authentically and genuinely connect with your audience. Break down your brand’s key messages, describe individual products, add value by creating how-to content and reviews.

    Your Halloween-themed videos don’t have to be complex. For example, create a how-to video that shares a fun technique for Halloween decorating. You can present your audience with several possibilities for decorating their homes or offices.

    Remember: UGC content works best, so if you’re creating TikToks or Reels, keep this in mind. Create videos and ads that look like they’re made by a user, not by a brand.

     

    All your Halloween marketing. In one place.
    Manage all your Halloween campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, set up automations, and more. Then track the impact of your marketing on sales.

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    Final words

    Halloween is a time that allows business owners to promote products and services. You can use user-generated content, discounts, and promo codes to generate engagement. You can also generate sales from social media by using UTM codes and retargeting. 

    Have you tried any of these tactics? Let us know!

    Read next: Social media planning for BFCM - 7 Best Practices to Implement

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    Marsello: All your marketing, in one place.

    • Schedule social posts
    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Track the direct impact of your marketing on revenue
    • Build a customer database

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    5 TikTok Trends Retailers Should Be Using This Black Friday

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    Need inspiration for your Black Friday TikTok posts? We have put together a list of 5 tried-and-tested TikTok formats that we see working over and over...

    The opportunity for sales through TikTok is colossal. 67% of TikTok users say they feel an impulse to shop while scrolling through their feed. 20.6% of consumers who have bought products through social media say they frequently purchase on TikTok.

    In addition, TikTokers use the platform as a search engine; TikTok crawls comments, tags, and captions for keywords to provide highly relevant search results.

    This illustrates a rapidly growing preference for organic, user-generated content over keyword-stuffed blog posts in traditional search engine results.

     

    black-friday-tiktok-search-trends

     

    As Black Friday approaches, users jump on the app to find deals and see what their favorite TikTokers are buying. It’s no wonder TikTok is the place every retailer wants to be this Black Friday…


    Quick Links:


     

    Why User-Generated Content Works Best


    TikTok is all about authenticity.

    TikTokers are more discerning than any other social media user. They’re social natives, raised by influencer culture and reality TV, so they know when someone’s there to sell them something.

    On the other end of the authenticity spectrum… you’ve got traditional, big-box, branded Black Friday campaigns.

    But that doesn’t mean you can’t harness the power and influence of the For You page to stand out from the crowd this sale season.

    The key? User-generated content, or UGC.  That’s right, you want to make content that looks like it was made by one of your customers, NOT by your marketing team.

    Let’s dive in!

     

    Top 5 TikTok Trends To Use This Black Friday


    These are not new or fleeting trends. (Nope, we’re not going to make you edit corn into your next collection promo video).

    TikTok moves fast, so trying to plan out content ahead of time can be a headache. You don’t want to awkwardly miss the beat on a trend, it’ll be very obvious. For quick, hot-and-fast trends, you want to jump on them right away.

    Once you’ve spent a bit of time on the platform, you will get a pretty clear idea about what kinds of trends will last a few days or weeks, and what will stand the test of time. 

    If you aren’t super au fait with TikTok just yet, never fear. We have put together some tried-and-tested successful formulae that we see working over and over again. With these trends, it’s all about creating a hook that entices the user and gets them to stop scrolling.

    1. Black Friday Hauls


    Create a video of someone shopping online or in your physical stores, then cut to them showing all their new products. Walk the viewer through the discounts, bundles, and deals.

    Example of a Black Friday haul:

     


    Some hashtags to add: 

    #blackfridaydeals #blackfriday #haul #christmashaul #shoppinghaul

     

    2. Deals You Need To Know About


    Create a video showcasing your brand’s deals. To level up the authenticity, promote some complementary deals from brands you collaborate with too. It’s all about community!

    Example of a deal finder:

     

    Some hashtags to add: 

    #cybermonday2022 #blackfriday2022 #blackfridaydeals #christmasgiftideas #giftguide2022

     

    3. Unboxing Experiences

    These work particularly well if they’re ‘oddly satisfying’ or ASMR inspired. You can add a mention that the product was on sale on a Black Friday deal.

    Example of an unboxing:

    @dermalogica Our limited-edition holiday kits just hit the site and they won't last long. 💙 #dermalogica #skintok #unboxing ♬ The Lost Stray Dog - Official Sound Studio

     

    Some hashtags to add: 

     #unboxing #blackfriday #ASMR (if applicable)

     

    All your Black Friday marketing, in one place.
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    4. Get Ready With Me (GRWM)


    Make this trend Black Friday relevant with a “GRWM: Black Friday edition” showcasing all your Black Friday deals. Mix and match with non-sale items, or do a full ‘on sale’ promotion. This works for clothes, make-up, beauty, accessories… get creative!

    Example of a GRWM:

    @merrell Take yourself out on a cute lil park date with your hydro mocs like @The Halliday Twins #hydromoc #merrell ♬ original sound - merrell

     

    Some hashtags to add:

    #outfit #winter (or any applicable season) #grwm

     

    5. Come shopping with me


    If you have a bricks and mortar store, bring the viewer "shopping" with you. Take a timelapse of walking into your store from the street, looking around, then slow down to pick up products and deals. Show the viewer you’re adding it to your basket, all while showcasing your in-store experience candidly.

    Example of a shop with me:

     

    Some hashtags to add:

    #comeshopwithme #mallshopping #shoppingaddict

     

    Dos and Don’ts for Black Friday TikTok success

     

    Don’t brand your videos.


    Use TikTok’s native fonts, instead of your own branded fonts. This will give your content a much more organic feel, and won’t stick out as “marketing” content on TikTok’s For You page.

    TikTok’s native fonts include Proxima Nova Semi Bold, Kaufmann Bold Script and Georgia Bold. You can mix and match fonts and styles.

    Do make sure your videos are well lit.


    Good lighting is essential for creating high-quality content. Every successful TikToker has this down. If you can, film in good natural light (but not direct sunlight). Golden hour (when the sun is setting) will give your content a warm, radiant glow.

    As a second-best alternative, invest in quality artificial lighting, such as a ring light. 

    Do get creative with transitions.


    If you’re feeling confident, try some creative transitions between shots. TikTokers are known for using manual camera tricks to enhance the overall feel of their videos.

     

     

    Do get familiar with editing apps.


    If you’re creating content in advance, TikTok’s native editor is not ideal. Use an editing tool like CapCut to get a cleaner final result. You can download it for your phone, tablet or desktop.

    Don’t try and tell your whole brand story.

    While it can be tempting to start talking about how great all your products are and listing all the benefits, stick to the short, hook-based formats above.

    All your Black Friday marketing, in one place.
    Manage all your Black Friday/Cyber Monday campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, set up automations, and more. Then track the impact of your marketing on sales.

    Start free trial

     

    Don’t use muffled audio.


    If you’re doing voice-over style videos, it’s important to get crisp, clear sound. Invest in a small microphone you can clip to your clothing, like a lapel mic, that plugs into your recording device (i.e., your phone). These are affordable and easy to find online. 

    Most TikTokers find it’s simple and effective to record straight into Voice Memos or similar. Your phone’s inbuilt voice recording app serves the purpose just fine.

    Don’t spend thousands on equipment.


    I can’t iterate this enough. Even the best quality user-generated content doesn’t need anything more than good lighting, good audio, your smartphone (as long as it has a decent camera), and a tripod.

    Do have fun with it!

    Express your personality, and have fun—otherwise, it will become just another marketing chore, and that won’t produce good content. Making TikToks is a creative process, so enjoy it!

    Read next: Social media planning for BFCM - 7 Best Practices to Implement

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    Marsello: All your Black Friday marketing, in one place.

    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Schedule social posts
    • Track the direct impact of your marketing on revenue
    • Build a customer database

    Start free trial

                                                                                                                           

    Top Marketing Statistics For Retail & Hospitality 2022

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    We've compiled this handy reference list of retail and hospitality marketing statistics. This list will be updated on a regular basis.

    Top marketing statistics for retail and hospitality businesses 👇

    We've compiled this handy reference list of retail and hospitality marketing statistics. This list will be updated on a regular basis.

     


     


    Quick Links:


     


     


    Sales & shopping habits


    Here are some of the top trends and insights into consumer behavior in 2022.

    • The average shopping cart abandonment rate is 69.23% (Baymard Institute, 2022).

    • In an analysis of over 60 million consumer purchases, Marsello found that 25% of all orders come from the top 2% of customers (Marsello, forthcoming).

    • According to research by BIA/Kelsey and Manta, regular customers spend 67% more per order than one-off or infrequent customers (BIA/Kelsey & Manta)

     

    Social media statistics


    • Customers report spending 20%–40% more money on brands that have interacted with them on social media (OptinMonster, 2022).

    • Industry data shows that 55% of social media users ages 18 to 24 have purchased something through a social channel (Influencer Marketing Hub, 2022).

    • There were 4.26 billion active social media users across the globe in 2021. This is forecast to increase to 5.85 billion by 2027 (Statista, 2022).

    • 77% of Millennials report making a purchase either online or in-store after seeing a product on Facebook (OptinMonster, 2022).

     

    Loyalty statistics


    Loyalty marketing is a marketing strategy that retailers of all sizes use to increase the lifetime value of their customers through incentivizing and rewarding repeat purchasing.

    Watch: Loyalty Marketing Masterclass

    • According to Marketing Metrics (2011), the probability of selling to an existing customer is up to 14 times higher than the probability of selling to a new customer.

    • When your customers feel rewarded for their purchases, they can spend more, more frequently, and even purchase products at a slightly higher price than they might be at a competitor (KPMG, 2019).

    • 60% of consumers will buy from a store with slightly higher prices if they will earn a loyalty program reward (KPMG, 2017).

    • More than 65% of customers admitted making special trip to redeem a free gift from a loyalty program (KPMG, 2017).

    • 75% of consumers would give “rave reviews” to a loyalty program they’re involved in (KPMG, 2017).

    • Existing customers are 50% more likely to try new products and spend 31% more, on average, compared to new customers (Crazyegg/Neil Patel, 2018).

    • Retailers can also send more frequent messages to those who are loyal brand followers (although you’ll see your best engagement if you don’t send more than five emails per week) (GetResponse, 2021).

    • According to the 2018 Bond Brand Loyalty Report:
      • 77% of consumers say they are likely to stay with a brand that has a loyalty program.
      • 70% of consumers are more likely to recommend a brand with a good loyalty program.
      • 63% of consumers say they're prepared to modify their spending habits in order to maximize the benefits of a loyalty program.

     

    All your marketing, in one place.
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    Segmentation statistics


    Customer segmentation is the process of dividing customers into groups, allowing retailers to do more targeted and effective marketing. Segmentation is an antidote to low database engagement and declining email open rates. 

    • 78% of marketers reported segmentation as their most effective email marketing strategy (Hubspot, 2022).

    • In retail, automated emails see a 326.1% higher click rate than manually-sent emails, indicating 4x higher engagement and purchase intent (Epsilon, 2019).

    SMS marketing statistics


    When used in the right context, SMS remains one of the most powerful marketing tactics on the block.

    example-of-a-black-friday-sms-campaign

    Pro-tip: Get even more personalized and use merge tags in your SMS campaigns—include loyalty points balance, first name and more.

    Marketing automation statistics


    With marketing automation, you can reach the right customers, with the right message at the right time.

    • Automated emails, triggered by a customer action, get 8 times more opens than manual, bulk emails (Experian)

    Read more: 4 simple marketing automations for easy revenue wins 

     

    All your marketing, in one place.
    Manage all your marketing campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, set up automations, and more. Then track the impact of your marketing on sales.

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    Customer experience statistics


    Send exclusive Black Friday deals and offers to your existing customers. Rubber Monkey sent customers an extra $10 voucher to use over and above their Black Friday purchases.

    Referral & word-of-mouth statistics


    Referral programs reward existing customers for introducing friends, family or colleagues to your brand. They work by offering incentives such as points, discounts, or other rewards in return.

    • People are as much as 4x more likely to buy when referred by a friend.

    Read more: Ways to provide incentives for customer referrals


                    

    Marsello: All your marketing, in one place.

    • Send email and SMS campaigns 
    • Create set-and-forget marketing automations
    • Schedule social posts 
    • Track the impact of your campaigns on revenue
    • Build and grow your customer database

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    5 Tips for Tracking Social Media Sales

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    In this post, we’ll shed light on the key steps and best practices you must take to effectively track and measure sales you’ve generated via social media.

    Fact: social media is a major part of the lives of today’s consumers. No matter what type of business you run or who your target market is, chances are you have customers using various social apps and platforms.

    Social networks are so embedded in our daily lives that people are increasingly using apps like Instagram, Facebook, and TikTok to discover — and ultimately purchase — products. This is particularly true among younger consumers. Industry data shows that 55% of social media users ages 18 to 24 have purchased something through a social channel. 

    Social media is clearly a solid vehicle for sales, and if you’re active on platforms like Instagram, TikTok, and Facebook, then you’re likely attracting customers and sales through these channels.

    The question is, how many of your sales are actually coming from social media?

    If you find yourself shrugging your shoulders to that question, keep reading. In this post, we’ll shed light on the key steps and best practices you must take to effectively track and measure sales you’ve generated via social media

    By the end of this post, you’ll have a better understanding of the different ways to track sales on social, and you’ll walk away with tips and tools to do it right. 

    Let’s dive in.

     


     


    Quick Links:



     


    Why should you implement sales tracking on social media?


    As the saying goes, you can’t improve what you don’t measure. Actively implementing sales tracking on social media enables you to improve in the following ways.

    You can allocate resources more effectively


    Running social media accounts can take a significant amount of resources. Even if you aren’t actively spending money on ads, you and your team likely devote quite a bit of time and energy planning your posts, creating content, and publishing said content on social platforms. 

    Tracking your sales enables you to hone in on activities that are driving a positive ROI, so you can focus on doing more of what works. 

    That way, you can ensure you’re spending more time (and money) on sales-generating activities.

    It helps you refine your strategy


    In addition to enabling you budget resources more effectively, tracking your sales on social media helps improve your overall marketing strategy. 

    Let’s say you post a mix of Reels, Stories, and static photos on Instagram and notice that certain types of posts are better than others at generating sales. You can use that insight to create more content that resonates with your audience. 

    Measuring your social media sales can also tell you which channels are effective at generating revenue. If you find that you’re getting better results on Instagram versus TikTok, for example, then you can start prioritizing Instagram in your sales campaigns.

    You’ll grow your social media presence


    All of the above benefits lead to a stronger social media presence overall. When you’re able to focus your efforts on the platforms and tactics that matter, you’ll naturally connect better with your audience and gain more fans and followers.

     

    5 tips for tracking sales on social media


    Now that we’ve covered the why behind social media sales tracking, let’s look at how you can go about it. Here are a handful of tips to ensure your sales tracking efforts are successful.

    1. Start with a plan


    It can be tempting to just start posting straight away and seeing if any sales come through, but a haphazard approach to social media tracking could lead to missed opportunities, inaccurate data, and wasted time. 

    If you want to get the most out of your efforts, you need to lay the groundwork and plan accordingly. 

    Here are some of the details you need to iron out before launching your social media campaigns. 

    Time period. Map out the dates and times you’ll be running your campaign. This will make it easier to attribute sales that come through via social media. 

    Products and assets involved in the sale. What items will you be promoting? Do you have photos and videos of those products? Make sure you have the necessary assets ready beforehand so you can launch you campaign without a hitch. 

    Type of activities. Identify the specific activities or campaigns you’ll be running. Will you be working with influencers? Are you running an exclusive sale? Is it a “new arrival” type of campaign? The right method for tracking your sales will depend on the type of initiative that you’re running. 

    Social networks involved. Get clear on the social network (or networks) that you’ll be using. If you’re leveraging multiple platforms, you’ll need to tailor your efforts accordingly. 

    Resources spent. It also helps to track the time and money you’ve spent on your campaigns. Doing so will enable you to measure your social media ROI and determine whether or not the campaign is worth the effort and resources spent.

    All your marketing, in one place.
    Manage all your marketing campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, schedule social posts, set up automations, and more. Then track the impact of your marketing on sales.

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    2.Track social media sales using a special promo code


    A good way to measure social media sales is to use a dedicated promo code. This tactic is best used when you’re running a sale or partnering with an influencer to promote your products. 

    To implement this tactic, come up with a promo code that’s unique to a particular campaign or influencer and make sure the code isn’t used on other channels. These codes should be fairly easy to generate and track if you have the right ecommerce platform or marketing solution. 

    Once you launch your campaign, start looking out for transactions that contain the promo codes you created and use that data to track your sales. 

    We can see this in action in Lakanto Monkfruit Sweetener, a company that makes sugar-free sweets. Lakanto teams up with influencers like Nicole Cogan (@nobread on Instagram) to promote its products. 

    To attribute sales generated through this partnership, a specific promo code (i.e., “NOBREAD”) is used, and Nicole’s followers will get a discount when they enter the code at checkout. Meanwhile, Lakanto can track sales that resulted from the campaign by taking note of how many people entered the promo code on its website.

    no bread instagram post


    Promo codes are simple and easy to use (both for customers and the merchant). Just bear in mind that these codes also have some shortcomings. 

    For starters, promo codes may not always paint an accurate picture of sales. 

    If someone sees your product on social media but doesn’t use the code at checkout, then your system won’t be able to properly attribute that transaction. 

    In addition, if one of your brand partners decides to share their promo code outside of social media (e.g., their blog or during an in-person interaction) then this may distort the data around social media attribution. 

    Also, you can only use promo codes as a tracking tool if you’re running a sales or promotion. Customers typically expect discounts when entering a code at checkout, so if you aren’t running a sale, then you can’t really use promo codes as a tracking tool.

    💡 Pro-tip: Add promo codes to your social media posts in Marsello as one way to track sales and measure the dollar impact of your posts.

     

    3.Use special links and UTMs


    If you’re using Google Analytics to measure your web traffic, then UTMs (Urchin Traffic Monitor) can help you see which sources or campaigns are driving traffic to your site. 

    UTMs make use of parameters like website source, medium, and campaign to pinpoint where your visitors are coming from. These UTMs come in the form of special tracking codes that you attach at the end of a URL.

    They look something like this:

    https://www.example.com?utm_source=social-media&utm_medium=instagram&utm_campaign=holiday-products

    In the example above, the source of traffic is social media, the medium is Instagram, and the campaign is holiday products. 

    When you log into Google Analytics, you’ll be able to drill down on how many visitors are attributed to these parameters. 

    You can generate a UTM by heading to Google’s Campaign URL Builder. Just fill out the required fields and the tool will generate the link for you. You can then use that special URL in your corresponding campaigns and then start tracking.

     

    utms for sales tracking in social media


    If you aren’t using Google Analytics, you can opt for personalized social links instead. 

    Marsello enables you to create a custom “link in bio” page that you can include in your social media profiles. You can then track the number of people who clicked on the link to determine how many followers visited your site.

    link in bio marsello

    Links and UTMs allow you to measure page visits without the use of a promo code, so they can be helpful tracking tools when you’re not running a promotion. 

    However, one limitation of UTMs and links is they only track page visits, not sales or conversions. They can tell you how many people landed on a page and where they came from, but they won’t show you how many users completed a purchase — unless you’re using a tool like Marsello to track the entire buying journey.

     

    4. Ask your customers


    You can glean social media sales intel simply by asking your customers. At the checkout page, add a form field asking shoppers where they heard about you, and then have them select from a range of options. 

    From there, tally up the number of people who selected social media (or a specific social network — i.e., Instagram, TikTok, Facebook, etc.) and use that information to track your sales.

    This tactic is easy to implement, but it also has some downsides. For one thing, having an extra form field on the checkout page adds friction to the buying experience and may turn off some customers. 

    Additionally, some shoppers may opt to skip the question, so won’t be able to capture all the data you need.

    All your marketing, in one place.
    Manage all your marketing campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, schedule social posts, set up automations, and more. Then track the impact of your marketing on sales.

    Start free trial

     

    5. Use sales tracking tools


    While you can certainly track sales manually — i.e., by counting promo codes or tallying survey results by hand — these processes are cumbersome and can lead to human error and inaccurate data. 

    You’re far better off measuring social media sales with tools that can automate the process. Marsello, for example, streamlines social media sales tracking by connecting your POS and ecommerce sales data with your social media accounts. 

    From there, Marsello attributes a percentage of your revenue to a social media post containing a tagged product, UTM, or promo code.

    sales tracking marsello

    Here’s how it works:

    • Connect your social media accounts to your POS or ecommerce platform.
    • Create posts across Instagram, Facebook and TikTok then tag your products.
    • Use Marsello track and measure sales for a given time period.

     

    💡 Pro-tip: Measure revenue, orders, and average spend in Marsello to give you a clear picture of what social activities are actually contributing to your bottom line. This, in turn, helps you make smarter decisions that lead to more sales, profit, and followers.

     

    Bringing it all together


    You and your team likely spend a great deal of time and energy on social media, so you must ensure your efforts are put to good use. The best way to do that is to actively track your social media sales, so you can refine your efforts accordingly. 

    Need help doing just that? Marsello Social provides you with tools to easily publish social media content and track sales.

     

                

    Marsello: All your marketing, in one place.

    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Schedule social posts 
    • Track the impact of your marketing on revenue
    • Build a customer database

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    How To Turn Social Media Engagement Into Sales

    ClockIcon  READ
    Here are three strategies you can use to take that engagement and convert followers into paying customers.

    Does your engagement convert? Learn how to find out 👇

    Social media engagement is a great metric for measuring the buzz around your brand. The average Instagram engagement rate across all businesses is around 1-2% per post (depending on where you look).

    So, if you’ve got 5,000 followers, the average business could expect around 50-100 likes on any given post. Video content generally sees a much higher engagement rate—that same business could be seeing around 300 likes on a video post. Carousels also receive higher engagement, as Instagram’s algorithm will show the same post more than once to the same follower.

    But engagement is not revenue, and it doesn’t necessarily even convert to revenue in the long run. If your posts don’t drive action, generate exclusivity, or create urgency, your audience may engage with you without ever making a purchase.

    So your next question should be: how do I turn engagement into dollars and cents?

     


     


    Quick Links:



     


    How do I turn engagement into revenue?


    When I talk to merchants, there's one thing I hear a lot: "My posts get lots of comments, good reach, and heaps of likes, but I just don't know if I'm seeing sales from them." It's a common concern—you're putting all this time and effort into creating content, but it's really hard to make that content sell.

    Here are three strategies you can use to take that engagement and convert followers into paying customers.

    1. Use Product Tagging to drive social sales


    To convert followers into customers, you want to take away every possible barrier to purchase. Don’t make your followers Google your website, then manually type a product into the search bar. Every time there’s an extra step, a percentage of followers will drop off the buying journey.

    Product Tagging is perfect for this. It doesn’t have to be on a “product launch” type post either, you can tag products on lifestyle imagery, competition posts, and more. You can even use “product” stickers to tag products in your Instagram stories too.

    Take advantage of every opportunity to tag a product.

    marsello-social-launch-tiles

     

    💡 Pro-tip: Using Product Tagging means you can measure the direct impact of your social posts on sales. To see it in action, connect your social accounts, POS and/or eCommerce platforms to Marsello and instantly see how your last 100 posts have contributed to sales.

    Learn more

     

    2. Create a custom link in bio landing page


    When you only get one link, make it count. Drive followers to your store with a branded link and customizable landing page for Instagram and TikTok.

    Having a centralized landing page means you can drive all your traffic to one page with multiple products, promotions and calls-to-action. There are lots of tools out there, from free, basic products to tools with advanced features and customization. The most sophisticated tools have the ability for merchants to add forms, buttons, media and more to a fully branded page.

    link in bio marsello

    Premium link in bio features.
    Marsello’s very own link in bio feature brings all the advanced customization you’re looking for to keep brand experience seamless.

    Learn more

     

    3. Plan campaigns and posts ahead of time


    Sometimes, even the best post with the most amazing offer and relevant call-to-action just won’t work. 

    Imagine this. You’re a retailer selling mountain bikes. You’ve also got a workshop and you sell replacement parts and accessories. It’s the middle of winter and things are quiet, but you know come spring all your customers will be wanting to replace their knackered bearings to hit the trails as soon as possible.

    You make a post offering half price bearings in-store hoping to see some service bookings off the back of it (thinking that you’ll be able to upsell when people are in the right frame of mind). But you don’t see any uptake so you assume you were wrong, and that the idea was a flop.

    Here’s how you could do it differently:

    You want to target existing customers, but also other riders in your local community. You know the large portion of your social followers are local mountain bike riders. So plan and schedule a series of posts each with different creative, and do a candid video post on your stories too. 

    You could build the hype by sending out an email or two as well to your local database. 

    Create a discount code people need to use in-store so you can track the impact of the campaign (I’ll get to that shortly). It might even make sense to send an SMS out as well, driving people to one of your social media posts for more info.

    social-email-announcement-tile-graphics


    All this planning can be on the back of an envelope:

    • Insight: There’s always a spring rush for parts and servicing because people leave it til the last minute, and the workshop is really busy
    • Objective: Sell bearings, drive foot traffic, and get people thinking about booking in a service early
    • Offer: 50% off all bearings (put a time limit on this for urgency-for example, “This month only”)
    • Target audience: Customers and other local riders
    • Channels: Social media, email and SMS
    • Success measure(s): In-store bearing sales, foot traffic increase, service bookings

    Once you’ve got your basic campaign plan, spend a couple of hours getting everything set up.

    • Create a discount code and/or UTM to track bookings from your campaign.
    • Use a social media scheduling tool to schedule campaign posts over your campaign time period.
    • Schedule an email blast to customers, and maybe a reminder email or two.
    • Schedule an SMS to reach people directly to their mobile (around 98% of SMS messages are opened, so it’s a great channel for a short, snappy and time-sensitive campaign).

    Taking a step back to plan means you can get your channels working together to increase the impact of your social media posts, and drive more sales.

    How do I know what posts generate sales?


    To understand how your engagement converts, you need a way to track sales that come from your social posts. This can be a bit tricky, so I've pulled together a handy list of ways to measure your results.

    Get a social media analytics tool to track sales


    The easiest and most effective way to track sales made from organic social media is to use analytics software that connects your POS, eCommerce, and social media data (you can do this all in Marsello).

    This doesn’t just track when someone clicks on a tagged product, it also tracks if someone likes, comments on or shares a post with a product tagged in it, and buys it later. This is called organic social media sales tracking.


    sales tracking marsello

    Using a tool like this, you can see:

    • What posts have generated the most revenue
    • Which creative type (images, videos, etc) leads to more sales
    • How many orders you get from social media over a certain period of time
    • Which social media platform works best for your business
    • What percentage of revenue comes from organic social media

    By tracking sales and revenue, and seeing what kinds of social posts and which channels work best, you can improve the performance of your accounts over time.

    Convert social followers into customers.
    Schedule, tag, post, sell. Start a free trial today and see it in action—Marsello automatically syncs your last 100 posts. Simply tag products in your posts, and see how many sales came directly from social.

    Learn more



    Include discount codes in social posts


    Discount codes are one of the simplest ways to see where traffic and sales are coming from. These have become popular for tracking sales from organic social media posts and campaigns, as merchants struggled to see the impact of their efforts in Facebook, Instagram, TikTok etc.

    Simply create a unique discount or offer code for each channel, and you’ll be able to track how many sales you generated from those posts.

     

    Use UTMs to track links back to your online store

     

    What is a UTM? UTMs (Urchin Tracking Modules) are short bits of code you can use to track how effective a campaign is. UTMs can track up to five parameters (aspects): campaign, source, medium, content and term.

    That might sound complex, but UTMs are actually incredibly easy to use. And unless you’re drilling into deep testing and measuring, you really only the first three parameters.

    The easiest way to show you how to build a UTM is by using an example.

    Say we are running a campaign that goes to http://marsello.com. We are using Facebook ads, and the campaign is to get sign ups for our social media scheduler.

    Let’s put that in simple terms:

    Campaign: Social Media
    Source: Facebook
    Medium: Paid Ads

    When you build your link, make sure you don’t use spaces. Instead, replace your space with a dash symbol (-). Aside from that, use only plain text for labeling (avoid hashtags, ampersands, percentage symbols or anything else that could break the link).

    Campaign: Social-Media-Sign-Ups
    Source: Facebook
    Medium: Paid-Ads

    Now, we want to add these to the link in UTM format.

    1. First, add a question mark (?). This indicates that the body of the link is complete, and Google Analytics, or your tracking tool, should read the following part as tracking information.
    2. Add “utm_campaign=” then your campaign name.
    3. Add an ampersand symbol (&). This tells your tracking tool that your campaign name is complete.
    4. Add “utm_source=” then your source. 
    5. Add another ampersand symbol (&).
    6. Finally, add “utm_medium=” then your medium. 

    It’s that easy! Here’s how ours would look:

    http://marsello.com?utm_campaign=Social-Media-Sign-Ups&utm_source=Facebook&utm_medium=Paid-Ads 

    For each different source or medium you want to differentiate, change the UTM parameters. For example, you might differentiate visitors coming from a Facebook source by medium. You could state “utm_medium=organic-post” or “utm_medium=story-video” to separate traffic coming from different parts of the platform.

    The more specific you go, the more you know what particular channel, content and post type works best. But it’s always good to have broader parameters too, for example, you will still want to be able to compare all Facebook traffic from all Instagram traffic.

    Final words


    If you're putting a lot of resource into social media, but aren't sure if all the likes and comments are actually growing your business, you're not alone.

    Start making your social media work harder by taking away barriers to purchase (product tagging, using a link in bio, etc) and track the results directly using UTMs, promo codes and sales tracking.

    It's also important to have a clear plan, while leaving some wiggle room in your calendar for jumping on trends as they come up.

    Looking for an all-in-one social planning, scheduling and sales tracking tool? Marsello provides you with tools to easily create, schedule and publish social media content.

     

                      

    Marsello: All your marketing, in one place.

    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Schedule social posts and track the impact on sales
    • Track the direct impact of all your marketing on revenue
    • Build a customer database

    Start free trial

                                                                                                                                     

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