insights | 14.11.2025

Boost Brand Loyalty: 9 ways to win repeat buyers

The 9 ways

Showcase your values
Encourage customers to provide feedback
Forge an emotional connection
Make your customers feel special
Personalise your marketing
Give your customers a reason to trust you
Build a community
Provide outstanding customer service
Continuously improve and evolve

Have you ever gone to the supermarket and put a particular product in your trolley, even when there are competing products on special offer?

You’ve just experienced brand loyalty at work.

By building strong relationships with your customers, you can encourage them to be loyal to your brand and recommend you to others – even if you increase your prices.

In this article, we’ll explore what brand loyalty is and share some simple ways you can encourage your most valued customers to stick around.

What is brand loyalty?

Brand loyalty is when people choose to purchase your products or services over alternatives, even when these alternatives are cheaper or more convenient to buy.

Brand-loyal customers have a strong emotional link with your brand, buying it because it’s high-quality and because they receive excellent customer service – not because of how it’s priced.

Nearly three-quarters (72%) of shoppers are loyal to at least one brand or company. And once a customer is loyal to your brand, they’re likely to be loyal for a very long time.

Let’s take a look at nine ways you can instil brand loyalty in your customers.

1. Showcase your values

Six out of ten UK shoppers buy from brands that reflect their personal values. By purchasing from businesses that share their beliefs, people feel trusted, valued, and part of a community.

(As an added bonus, 57% of shoppers spend more with brands they have a strong connection with.)

Let’s say you value sustainability as a business. As well as promoting your values on your website, you can use green delivery methods, partner with local charities, and implement recycling initiatives in the workplace.

It’s essential that you adhere to your values and are open and transparent about what you do as a business. One in three shoppers worldwide say they have stopped buying from brands that use deceptive marketing tactics.

2. Encourage customers to provide feedback

Asking customers to leave feedback, whether in the form of a rating, review, testimonial, or case study, works on two levels.

Firstly, you’re making customers feel valued by asking for their opinion – 90% of customers want the opportunity to provide feedback about the products and services they buy.

Secondly, the feedback you generate encourages other customers to trust your brand. According to Statista, the average shopper expects to see 112 reviews in order to trust a product.

(We’ll talk more about how to grow trust in your business later in this article.)

As well as encouraging customers to leave feedback, it’s vital to respond to any comments you receive, whether they’re positive or negative.

This promotes transparency, demonstrates that you’re paying attention, and shows you’re committed to continuous improvement. 56% of customers say that a brand’s response to a review has changed their perspective.

3. Forge an emotional connection

Brand loyalty is so much more than how much your product or service costs. It’s about how you make a customer feel.

Evoking a reaction like happiness, excitement, or hope in your customers makes them feel understood and that they belong. It also makes it harder for your competitors to lure customers away, and makes them more understanding if you make a mistake. Customers with an emotional attachment to brands have a 306% higher lifetime value, meaning they buy more over a longer period of time.

Here are our top tips for making your customers feel positive about your brand:

Decide which emotions you want to bring out of your customers before you start your campaigns. Knowing your target audience is vital
It’s essential that your marketing is consistent – you don’t want to encourage positive emotions on one channel and negative emotions on another. A style guide can help ensure consistency across all your marketing channels
Tell stories about the people aligned with your business, from staff and suppliers to the customers who buy from you. User-generated content is a brilliant way to do this. You can also use influencer marketing, but be careful to choose influencers who will showcase your brand in the right way
Be genuine and authentic in your marketing. Customers can tell if you’re being dishonest

4. Make your customers feel special

Making your customers feel valued goes a long way towards encouraging brand loyalty.

Offering rewards, whether discount codes, exclusive merchandise, or VIP access to special events, shows customers that there are clear and distinct advantages of choosing your brand.

The norm of reciprocity also comes into play – as you’ve done something nice for your customers, they’ll want to do something nice for you: buy your products or services.

A loyalty programme is a fantastic way to reward customers who regularly buy from your brand and encourage them to purchase more. 22% of shoppers say loyalty programmes are very important in choosing where to shop or which brands to buy.

5. Personalise your marketing

Personalising your website and other marketing channels is the equivalent of customers having their own personal shopper. It makes them feel special and encourages them to consider products they might not have otherwise bought. In fact, nearly three-quarters (74%) of customers believe brand loyalty is about feeling understood and valued.

You can make customers feel understood and personalise your shopping experience by:

Using segmentation in your email marketing to target specific groups of customers
Using existing account data to recommend relevant cross-selling and up-selling opportunities
Creating customised homepages and landing pages (for example, by using dynamic content to show customers new products that might be of interest to them)
Offering discounts on the products they’re most likely to buy
Showing personalised product descriptions, reviews, and articles
Showing relevant call-to-action buttons
Showing customised search, display, and social media adverts

Check out more ways you can use personalisation on your website.

6. Give your customers a reason to trust you

Trust is a key component in brand loyalty – people who highly trust a brand are 88% more likely to buy from it again.

When customers trust your brand, there’s a higher chance of them staying engaged, buying more, and promoting your business to others. However, customers think brands are becoming less trustworthy, with 41% of shoppers saying the relationship is getting worse. A negative experience, poor-quality products, and misleading advertising can all lead to an erosion of trust.

Here are some of the ways you can build trust with your customers online:

Use trust signals – pieces of evidence that show customers that you’re credible. For example, reviews, logos of existing clients, and accreditations you’ve achieved
Fact-check any information you use and link to reliable sources. This not only makes you more trustworthy but can help with SEO too
Monitor your brand reputation online and reply to negative feedback publicly
Keep your information accurate, consistent, and up-to-date

7. Build a community

An easy way to build brand loyalty is to create a community for your followers – a place where they can connect with other customers and get additional value from your brand. You can use

this space to gather customer feedback, share the latest news, and find UGC to use on your website and social media accounts.

This space can be a forum on your website, a community platform like Slack or Discord, or a social media platform like Facebook or LinkedIn. Snag, which is featured above, uses Facebook Groups for its online communities.

Your community can be open for anyone to join, or exclusive to specific customers. 92% of brands report that creating a community for customers has positively impacted their brand.

8. Provide outstanding customer service

Brand loyalty isn’t just about the products and services you sell, but the overall experience. Providing exceptional customer service can set you apart from other competitors in your sector and give customers a solid reason to buy from you again and again. A poor customer experience can have the opposite effect – one-third of customers say they will stop doing business with a brand they love after one bad experience.

A great example of a brand that provides brilliant customer service, shown in the screenshot above, is Get Baked. The cake store engages with customers in a fun and friendly way, and as a result, sells out quickly when it launches products online.

Here’s how you can offer an amazing customer experience to shoppers:

Understand your customers – how do they buy from you, and which marketing channels are they likely to use to get in touch? Also consider your international customers – will you be online at the same times they are?
Be proactive – some customers won’t get in touch if they have a problem, but they will stop buying your product or service. For example, you can use social listening to find out what people are saying on social media
Respond to queries in a timely manner – if you don’t know the answer, it’s okay to say you’ll find out and get back in touch as soon as possible
Keep your team up to date with what’s going on in the business so they know all the latest information when speaking to customers
Empower customers to help themselves with chatbots and knowledge bases

9. Continuously improve and evolve

And finally, brand loyalty is all about growth, using the feedback you receive from customers to shape not only your products and services, but the experience you provide.

Customer expectations often grow and change; keeping up to date means you can always keep up to speed with your customers’ needs and demands.

As well as monitoring qualitative feedback from customers, quantitative feedback can help you evolve as a business too. Here are some metrics that are worth measuring:

Customer retention rate (CRR): How many customers continue to buy from your brand over a specific time period
Customer lifetime value (CLV): How much revenue a customer will generate over the course of their relationship with your brand
Repeat purchase rate (CRR): How many customers buy more than once from your brand