7 Ways to Keep Holiday Shoppers Coming Back for More!

In January 2024, online spending in the UK fell by 4.1% and the proportion of sales made online decreased from 26.8% in December to 24.8%.¹

One of the most effective ways to keep customers engaged is by launching or enhancing a post-Christmas loyalty programme tailored to reward new customers, drive repeat purchases, and build long-term relationships.

Loyalty programmes have been shown to increase a customer’s worth by 22 times². With that in mind, here’s how to implement a successful post-Christmas loyalty program with actionable tips for building customer engagement and loyalty during the new-year ecommerce lull. 

1. Use Shopify’s Loyalty Apps to Streamline Program Setup

Shopify offers a range of loyalty and rewards apps, like Smile.io, LoyaltyLion, and Yotpo, that integrate seamlessly with your store. These apps simplify the setup and management of loyalty programs, providing options for points-based systems, tiered memberships, and special incentives that can cater to a diverse customer base.

Implementation Tip: Choose an app that aligns with your goals, such as points-based rewards for repeat purchases or special VIP memberships for high spenders. Shopify’s loyalty apps are user-friendly and offer extensive customisation options, so you can build a program that fits your brand while ensuring that new customers find the loyalty benefits intuitive and accessible.

2. Create Tiered Incentives for Repeat Engagement

Tiered loyalty programs encourage customers to increase their engagement to unlock better rewards. For instance, a “silver” tier might reward initial purchases, while a “gold” tier could offer exclusive discounts and early access to sales for loyal, higher-spending customers.

Implementation Tip: Design three or four tiers, each offering progressively better rewards. New holiday customers can be placed in the initial tier, giving them a taste of your program's benefits and encouraging them to reach higher levels. To boost the effectiveness, you might offer points for actions beyond purchases, such as signing up for emails, following on social media, or writing product reviews.

3. Provide Exclusive Deals and Experiences for Members

Exclusivity is a powerful motivator in loyalty programs. Offering early access to new products, limited-time sales, or members-only products can make customers feel valued, especially those who joined during the holidays. Experiences, like exclusive access to holiday collections or seasonal products, can also deepen engagement.

Implementation Tip: Utilize Shopify’s email marketing tools to promote exclusive offers, ensuring that loyalty members are among the first to know about new releases or special discounts. Setting up automated email flows for members based on their purchasing patterns or tier status is an effective way to make these customers feel “in the loop.”

4. Integrate Email and SMS Marketing for Effective Engagement

After the holiday season, keep new customers engaged with personalised, timely communications that showcase the benefits of your loyalty program. Email and SMS marketing are effective tools for highlighting special deals, points balances, and rewards updates.

Implementation Tip: Use email integrations like Klaviyo or Omnisend with Shopify to set up targeted campaigns for new loyalty members. Personalized messages can be sent to remind customers of points about to expire, upcoming rewards, or a special “thank you” discount as a follow-up from their holiday purchase. SMS messages work well for high-impact announcements like limited-time promotions or exclusive deals.

5. Reward Referrals to Encourage Organic Growth

Referral incentives encourage loyal customers to spread the word about your brand. By rewarding both the referrer and the new customer, you create a win-win situation that expands your customer base while strengthening loyalty.

Implementation Tip: Set up a referral program that rewards loyalty members with points or discounts for bringing new customers to your store. With Shopify’s loyalty apps, you can easily create unique referral codes for each member, making it easy for them to share with friends and family. Highlight this option in your post-holiday communications to encourage new members to participate.

6. Highlight the Benefits of Membership Throughout the Customer Journey

Make sure customers are aware of your loyalty program and the rewards available to them at every stage of their shopping experience. For new holiday customers, creating awareness early on can increase their likelihood of joining and engaging with the program.

Implementation Tip: Use Shopify’s customisation options to add banners or pop-ups promoting your loyalty program on product pages, checkout, and thank-you pages. Clearly communicate the benefits of joining, especially if there’s an immediate reward, like a discount on their next purchase or bonus points for signing up.

7. Measure and Refine Your Program for Continuous Improvement

After implementing your post-holiday loyalty program, track its performance using Shopify’s analytics and your loyalty app’s built-in reporting tools. Metrics like repeat purchase rates, average order value (AOV), and customer lifetime value (CLV) can provide insight into your program's success and highlight areas for improvement.

Implementation Tip: Regularly review which rewards and tiers are most popular and consider introducing seasonal rewards or limited-time incentives to keep things fresh. Engage with loyal customers for feedback, and be willing to adjust the structure of the program based on their insights.

A well-structured post-holiday loyalty program can be a powerful tool for turning holiday shoppers into long-term, loyal customers. By leveraging Shopify’s apps, creating tiered incentives, and strategically integrating email and SMS marketing, you can keep new customers engaged and eager to return. When effectively implemented, loyalty programs not only increase repeat purchases but also help foster a sense of community and brand loyalty that can drive growth well into the new year and beyond.

With thoughtful design and regular updates, your loyalty program can become a cornerstone of your customer retention strategy—keeping your brand at the front of your customers’ minds, rewarding them for choosing your store, again and again.