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According to Harvard Business Review, acquiring a new customer can cost 5-25x more than keeping an existing customer. So how do you build loyalty, spark brand advocacy, and build a lasting customer base to maximize your brand’s LTV? Brands who struggle with longevity and repeat customers may be missing valuable opportunities throughout and after the purchase experience.
Cross-selling, resale, and loyalty programs are powerful techniques to significantly boost revenue and foster long-term customer relationships. By suggesting complementary products to customers, encouraging customers to resell their shoes for store credits, and incentivizing customers with loyalty programs, footwear brands are increasing average order sizes, influencing repeat purchases, and driving more user generated content.
Sign up for a chance to win a comprehensive audit from CQL that will assess your site against footwear industry standards, usability best practices, and e-commerce benchmarks to uncover opportunities to improve your user experience, engage your customers in new ways, and boost conversions.
LOYALTY
According to Bond research, 71% of consumers say loyalty programs are a meaningful part of their brand relationships. Loyalty programs offer brand differentiation, foster inclusivity, motivate customers with perks, facilitate positive reviews, and encourage customers to return or add more items to their orders – directly impacting AOV and retention rates. Through our partnership with Yotpo, brands like Bauer and Stride Rite have built brand loyalty programs that build trust and strong relationships with customers.
BAUER
Bauer’s MVP program, built using Shopify, Yotpo, and CQL’s custom development, builds strong customer relationships by providing a practical, educational and fun way to engage with the Bauer brand. Members can earn points to unlock discounts, shipping deals, and progress to new loyalty tiers which unlock new perks. A unique feature of the Bauer MVP program is “Shots,” which can be used as entries in reward sweepstakes.
STRIDE RITE
Stride Rite engaged with CQL on a “blue-sky” design exploration, where we envisioned the future of the brand, developed ideas to deepen customer loyalty, and build a more meaningful site experience. Among these initiatives was enhancing the loyalty program and customer reviews. Leveraging Yotpo, Stride Rite was able to let their Little Loyals reward program shine and customer reviews enlighten shoppers. With branded tiers as Crawlers, Walkers, and Runners, loyalty members can earn points through birthdays, friend referrals, and games. Yotpo’s research found that 94% of purchases are for products with 4- or 5-star reviews. By offering points to customers for these product reviews and other user generated content (UGC), Stride Rite has boosted brand trust, and ultimately, sales.
Yotpo’s integrated solutions for reviews, rewards, referrals, SMS, user generated content, and subscriptions drive ecommerce growth by creating engaging experiences to build lasting customer relationships. Check it out →
increase in revenue from loyalty members
collection of more reviews
of sales in 12 months from repeat customers
CROSS-SELLING
Cross-selling can increase average order value (AOV) by 20%+ and increase revenue by 10-30%+ on average (Gitnux). Finding opportunities within primary purchase paths to inspire and inform users about relevant products all while not intruding on the current purchase path is an artform. CQL has helped Frye and TOMS successfully strike this balance on Shopify.
FRYE
Frye uses outfitting to inspire their customers to shop across product types and elevate their AOV. With visually engaging, curated product assortments around styles, leather care, or “shop the look” concepts featuring bags, belts and jackets, Frye strategically surfaces products as add-ons and cross-sells at multiple points in the purchase path where conversion probability is highest.
TOMS
From homepage through to cart, TOMS doesn’t skip a step when presenting opportunities to ensure customers find the perfect shoes – and the accessories to go with them. The home page highlights groupings of footwear which lead to new collection pages, as well as features products within that collection. From the PDP, certain products are coupled with an option to add a shoe care kit or shoe accessories like tattoos and charms. Within the minicart itself, TOMS also suggests recommended products to the shopper which use CQL-designed quick add functionality right within the interface.
RESALE
According to the U.S. Department of the Interior, 36B clothing items and at least 300M shoes are thrown away each year in the US, many of which could be reused or recycled. Footwear brands offering resale programs promote sustainability, reducing the demand for new production and the volume of shoes in landfills. With brand adoption of resale growing at 3.4x annually according to Recommerce100, retail brands are making a positive impact on our environment, building customer loyalty, and unlocking new customer segments with lower pricing options.
TOMS
TOMS teamed up with ThredUp to make it easy to give quality preloved clothes the best possible chance at a second life and boost sustainability. With a mission to keep wearable garments where they belong—in use and out of landfill, TOMS launched their preloved resale program branded (re)WEAR GOOD. This experience is fully equipped with filtering, sorting and related products; and content around sustainability inspires the benefits of contributing to this process. Users can even trade in other footwear and clothing to receive a percent discount on TOMS products. To date, 57.2K TOMS items have been recirculated and given a second chance.
FRYE
Frye boots are timeless and can be passed down for generations. With the launch of “The Frye Exchange,” Frye’s dedicated marketplace for buying and selling Frye Boots, the brand not only improved sustainability, but they also increased customer engagement and built a new revenue stream. The Frye Exchange allows shoppers to browse pre-loved boots across wear and tear, customer photos, and even filter by color and style. For easy buying and selling, the Frye Exchange integrates seamlessly with the rest of the website, allowing pre-loved boots to be added directly into the main cart page for checkout and keeping track of all of your previous purchases for a future sale (online and in-store).
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