By Ellie-Rose Davies, Content Executive at IMRG Over the years, weve asked retailers about their growth strategies, and customer retention always comes up as a top priority. Its seen as a key driver of growth, but when we spoke to retailers at our Christmas Connect event last December, 60% said their biggest challenge was actually acquiring and retaining customers. So, while retention is crucial, its also one of the hardest things to get right. In this blog, well explore how to tackle the challenge and share 10 practical strategies to help you keep customers coming back.

1. Use gated offers

One way to make customers feel part of a community and subsequently drive retention is through gated offers. If you provide exclusivity and show appreciation for groups of customers, they in-turn may be more likely to keep coming back to you over other retailers who do not provide appreciation in the same way. Chris Oliveira, Product Marketing Manager at SheerID says it is important to learn about these groups and their behaviour to ensure that the offerings you provide are relevant: The most successful way for brands to win the hearts and minds of GenZ shoppers is by appealing to who they are ” to the values and causes that are dear to them. He notes that To make this level of personalisation work, brands need to understand what is unique about this "audience to watch", how they are prioritising their spend in this volatile economy, and how they shop. Our Research shows that 8 in 10 Gen Z are more likely to buy from a brand that creates offers and experiences tailored to them and 93% would share it with others. With gated offers, retailers and eCommerce brands not only win new customers, but they also gather permissioned data that provides a deeper understanding of who these customers are, helping brands turn transactional shoppers into brand super fans, says Chris.

2. Optimise loyalty programmes

Another way to prompt customer retention in 2025 is through loyalty programmes. It is also important to consistently check that the loyalty programme you have meets customers needs and expectations “ or rather, exceeds them. Katie Mishner, SEO Manager at NOVOS exclaims, Loyalty programmes are making a comeback. For eCommerce stores, it feels they are more important than ever. Price will always be a motivating factor. So, give your customers a reason to make the purchase with you, let them accrue benefits for their spend. Don't forget, building community is all about nurturing, so make your rewards relevant to the audience - even ask them what they want! Katie continues, Consider how a loyalty programme may tie your brand and marketing efforts together - can you gain points for signing up to newsletters? Leaving a review? Engaging with your brand off-site? Make it worth their while. Similarly, Alexander Otto, Head of Corporate Relations at Tradebyte reflects on ensuring that loyalty-incentives are personalised to the customer to bring desired results. He says, With acquisition becoming more difficult and costly, retention is a top priority. Consumers expect brands to understand their preferences, delivering hyper-personalised experiences across all touchpoints. A unified approach”applying customer records across channels to reward and unlock loyalty perks”enhances convenience and engagement, representing a true advantage. Brands can use data intelligently to craft tailored messaging, streamline purchases, and foster emotional connections. Alexander also prompts retailers to consider Retail media networks (RMNs) to reduce consumer decision fatigue and support their loyalty strategies.