Every few weeks we’ll be focussing on one of our amazing partners - asking questions about the industry and getting to know more about their product.

This week we’re focussing on Yotpo, but more specifically their Loyalty & Referrals product.

The last two years have been a rollercoaster for acquisition and retention to attract new customers and keep them coming back:

  1. We started with a pandemic that saw virtually all consumers forced online, skyrocketing eCommerce sales. With that growth came increased competition: existing eCommerce businesses capitalised on the opportunity, doubling down on campaigns and advertising; traditional bricks and mortar businesses ramped up their online presence; manufacturers started selling direct-to-consumer (DTC); even furloughed employees were starting eCommerce businesses from home with all their extra time.
  2. As restrictions relaxed, consumers began to re-think and consider their purchasing habits. Should they return to their usual brands and shopping behaviour? Or continue with their online spending?
  3. Now we face difficult economic times and consumers are once again looking at their spending, leaving businesses justifying their share of wallets and why they should remain a brand to return to

In any eCommerce strategy reducing the cost and profitability of acquisition and retention is always a top consideration but, now more than ever, finding ways to keep users coming back shouldn’t be pushed to the bottom of a roadmap.

That’s why to us, tools like Yotpo’s Loyalty & Referrals are a key product suite to consider.

Why are loyalty and referral campaigns so important right now?

eCommerce is facing a lot of change right now. Privacy updates, increased competition, and world economics keep pushing customer acquisition costs higher. If brands can step away from the idea that acquisition is the most important thing, they’ll find that keeping their current customers loyal and happy will bring in better yields in the long run.

Loyalty programmes are a highly effective way to boost engagement and retention and, when combined with a referral programme, they’re a low-cost acquisition tool as well. We recently surveyed consumers about loyalty, and 83% said they would sign up for a loyalty programme by a brand they love if it was offered. With loyalty, brands can collect better data, create deeper personalisation, and build lifelong relationships with customers.

What is Yotpo Loyalty & Referrals?

Yotpo Loyalty & Referrals help eCommerce businesses motivate their customers with rewards and turn them into brand advocates. With our solutions, brands can quickly and easily build on-brand, customised rewards and referrals programmes to engage existing customers and reach new ones. Here are some of the features we offer:

  • Diverse reward offerings: Motivate customers with various rewards and benefits such as coupons, discounts, free shipping, and more to incentivize repeat purchases.
  • Advanced segmentation: Target customer segments based on program-related data, including point balance, number of referrals completed, last purchase date, VIP tier, and more.
  • Powerful customer insights: Unlock in-depth customer data analysis powered by full platform insights.

With Yotpo Loyalty & Referrals, you can go to market quickly and efficiently to create impactful loyalty experiences that accelerate brand growth to increase AOV, repeat purchases and customer lifetime value.

What is your favourite feature on the Loyalty & Referrals feature roadmap?

We’re working on deeper integrations and synergies between Yotpo Loyalty & Referrals and the rest of our products: Reviews, Yotpo SMSBump, and Subscriptions - watch this space!

If you could give five recommendations for a successful loyalty campaign what would they be?

  1. Have a plan:  As simple as this may sound, too many brands jump into action with little to no idea of where they’re headed and how to get there. Build your loyalty strategy to be as accessible and realistic as possible, and focus on rewards, offerings, and programme structure that will provide value to your customers.
  2. Be ready to scale: Choose a loyalty solution that’s built for scalability, and remember: you need to scale personalised experiences, too. Don’t stop treating your loyal customers like royalty just because you have more of them.
  3. Use SMS to engage and communicate: It’s timely, it’s effective, it’s the way customers want to be reached, and it’s the platform they respond to the most. From a customer survey we found that 76% of loyalty members will opt-in to engage via SMS.
  4. Incentivize customer reviews: Word-of-mouth marketing is powerful, and by rewarding your customers for their opinions, you get two-for-one marketing and data.
  5. Create high-impact customer segments: By identifying audiences like “Top Spenders,” “Winback Customers,” and “Points Soon to Expire,” you can target customers with extremely personalised experiences to drive massive ROI.

What’s the number one mistake merchants should avoid with loyalty and referrals?

The biggest mistake is building a loyalty and referral programme just to have one. Loyalty isn’t a set-it-and-forget-it channel. To drive engagement and ROI, you need to ensure that you’re providing continuous value to your loyalty members.

Loyalty is just one part of the marketing mix — it should be fully integrated with your other channels and tailored to your customers’ interests and preferences.

New challenges hit eCommerce every year, what do you think will be the biggest challenge facing merchants going into 2023?

It’s still going to be customer acquisition. It’s going to continue getting harder, and more expensive, to get new customers. Rather than burning through precious capital to acquire a handful of new people, let the customers that already love you do that work for you.

How can Yotpo help merchants meet that challenge?

Yotpo’s eCommerce retention platform helps brands of all sizes to strengthen their relationships with consumers. With unified, data-driven solutions for subscriptions, loyalty, SMS marketing, reviews, and more, Yotpo helps brands deliver winning, cohesive customer experiences that drive eCommerce growth.

In our recent survey, the majority of consumers said they had to purchase 5+ times before they considered themselves a “loyal” customer (loyal by their definition meaning they recommended the brand to others, and that they bought from the same brand multiple times). Yotpo Loyalty & Referrals is geared towards getting buyers to that 5+ purchase mark. By creating key milestones along the buyer's journey, filled with valuable rewards and personalised interactions — it becomes so much easier to move your customers into repeat purchase after repeat purchase.

There’s also the ease of Yotpo’s integrations. Yotpo integrates with the leading eCommerce platforms and apps to add even more power to your marketing. We enhance your marketing tools so you can focus your attention on your customers.

Lastly, we do not leave customers to navigate this journey alone, our Loyalty experts will guide them through the process from start to finish. Our dedicated Customer Success Team becomes an extension of your brand to help build and launch a top performing loyalty program. Once the onboarding stage is complete, they will continue to guide and optimise the program for continued success.

It’s all about engagement, community advocacy, and retention. All of the things Yotpo was built to do — seamlessly.

*from the state of brand loyalty survey conducted by Yotpo released in 2022

Interviewee

Vicky looks after UK and Nordics partnerships for Yotpo and has worked with The Pixel for many years, helping clients enable customer advocacy and increase customer retention. Here’s to many more!

Interviewer

Drew is one of the Adobe Commerce Business Practitioners here at The Pixel, working with clients to explore solutions and find the best ways to meet their eCommerce requirements, both through Magento’s core functionality as well as third party providers such as Yotpo.

Recently we’ve worked with Screwfix, successfully bringing Yotpo reviews to their French site. Adding star ratings and user reviews to their entire catalogue, driving more customer engagement and useful content generation online. All fully integrated with their website and workflows, providing a seamless solution throughout.

Contact

Vicky Beech- vbeech@yotpo.com

Drew Chamberlain- drew.chamberlain@thepixel.com