How to build brand loyalty and encourage repeat business

Create an Exclusive VIP Club

Honestly, one thing that really worked for me (and my tiny four-legged CEO approves) was creating a VIP pup club—but not the cringey, generic kind. It’s invite-only and super personal. I started by identifying my most engaged customers—like the ones who always comment on our IG stories or reorder seasonal items without me even sending a reminder.

Instead of blasting out a loyalty “program,” I messaged them directly, thanked them for being awesome, and gave them early access to drops and one-off limited editions (like that pumpkin spice hoodie we only made 12 of—gone in a day). I also randomly send surprise gifts—like a bandana that matches the hoodie they bought 6 months ago.

It’s less about points and discounts and more about making them feel like insiders. Like, their dog is on the guest list. People love that. I’ve had customers tell me they wait to buy gifts for their friends’ dogs from me just because of how personal everything feels. It’s wild.

Showcase Top Performers as Brand Ambassadors

One of the most powerful things we’ve done to drive repeat business is to shift the focus away from transactions and towards transformation by building aspirational clients into the core of our brand.

To clarify, customers don’t just want to use a product; they want to become the kind of person who gets results from it. We created a model in our business that actively promotes and celebrates our top-performing clients and, in doing so, made those results the standard, not the exception.

We showcase them as brand ambassadors through video testimonials, behind-the-scenes case studies, interviews, and photo shoots. We break down exactly how they succeeded in using our product and position them as visible examples of what’s possible. This does two things:

        1. It recognizes and rewards outstanding performance.

        2. It creates a benchmark that others want to reach.

Loyalty is built not with points or discounts but with identity. When your clients see themselves as part of a winning circle, something flips: they stop thinking about cost and start thinking about potential.

This strategy triggered what we now call our R-Flywheel:

Results, Referrals, Renewals, Reviews, Reputation, Revenue, Repeat.

It’s a compounding effect. One standout client, marketed well, becomes the growth engine for dozens more. You don’t need thousands of customers talking about you; you need a handful of top performers whose story everyone else wants to replicate.

If you’re running a brand with a tangible outcome, this strategy is a game-changer. You turn customer success into your best marketing asset. You turn users into advocates. And you build a brand where repeat business is the byproduct of clear, consistent aspiration.

Personalize Campaigns Based on Purchase Timing

When I was E-commerce and CRM Director for Pandora in LATAM, one of the most effective strategies I used to drive brand loyalty and repeat purchases was customer segmentation based on purchase timing.

We analyzed when people were most likely to buy—during sales, for birthdays, or other personal occasions—and used that data to personalize our campaigns. For example, if someone typically shopped during sales, we would start targeting them weeks in advance to prepare them for their next purchase. For those who made birthday-related purchases, we offered special discounts around their loved ones’ birthdays.

This approach felt personal to customers and significantly increased our repeat purchase rate—by 17%.

Reconnect with Inactive Customers Personally

One of my unconventional strategies is what I call “customer comeback care.” Instead of focusing solely on repeat, loyal customers, I’m particularly interested in those who have mysteriously disappeared. If a customer hasn’t ordered in a very long time but was a good customer in the past, we call them personally.

We don’t contact them with a discount coupon or sales letter, but with a human message like, “Hi, I haven’t seen you in a while. Are you struggling with something? Do you need help with a product or method?” Sometimes, we send a video tutorial, sometimes a sample, and sometimes just a word of encouragement.

This approach has created some of our most loyal repeat buyers. It shows them that we don’t just track their purchases—we’re interested in their success.

The key learning?

Most companies pursue the next purchase. I’ve discovered that if you take the time to actually connect with someone who nearly went away, they’ll remember it longer than a lightning sale. It’s not scalable in the old-fashioned way, but it’s effective. And it creates loyalty that lasts much longer than a cart checkout.

Transform Customers into Sauna Enthusiasts

At SelectSaunas.com, we utilize a strategy called “Identity Loop Marketing”—the concept is straightforward: we don’t merely sell saunas—we assist our customers in perceiving themselves as “sauna enthusiasts.” This identity transformation is what drives long-term engagement.

One initiative we implemented is the Sauna Circle Program, a members-only experience that unlocks after a customer’s first purchase. Instead of basic discounts, we offer CURATED CONTENT such as monthly “heat routines” and recovery tips from experts. The goal is transformation, and more importantly, RETENTION. We’ve observed that customers who joined Sauna Circle spend 2.4 times more on repeat purchases within six months!

I’ve discovered that loyalty grows when your product becomes part of someone’s personal narrative. Identity Loop Marketing is about making your customers feel as though they’ve become something new because of you and your product.

My advice: help your customers narrate their lives through your brand. If you do that effectively, repeat business doesn’t need to be pursued—it returns naturally.

Build Genuine Relationships Beyond Transactions

One strategy we use to build brand loyalty is making our customers feel seen and valued beyond the transaction. We’re intentional about following up—asking about their recent trips, how their families are doing, or how a project wrapped up. We also support their charitable giving efforts when we can, and we’re thoughtful with how we show appreciation. For example, during Women in Construction Week, we send curated boxes to the inspiring women we work with. And when we deliver lunch, it’s not just for the office staff—it’s for the entire yard crew, too. At the heart of it all, our goal is simple: build real relationships that last.

Implement Continuous Quality Assurance Program

One of our most effective loyalty-building strategies at Fulfill is our continuous vetting and quality assurance program. Unlike traditional one-and-done marketplace models, we’ve built a system that constantly monitors performance metrics across our network of 500+ 3PLs.

When I founded Fulfill, I noticed a critical gap in the industry—brands would get matched with a 3PL, but then be left to fend for themselves if issues arose. That’s why we collect over 100 different data points during onboarding and continuously track performance metrics to ensure our partners maintain excellence. This ongoing oversight creates tremendous trust with our eCommerce clients.

The results speak for themselves. We’re now matching over 300 brands monthly with their ideal fulfillment partners, and our retention rates consistently outperform industry standards. Clients stay with us because they know we’re not just making a quick match—we’re invested in their long-term success.

We’ve also implemented a referral kickback program that creates what I call a “flywheel effect.” Our 3PL partners receive a 10% lifetime kickback when they refer opportunities to us. This incentivizes everyone in our ecosystem to maintain quality relationships and deliver exceptional service.

What’s fascinating is how this approach has transformed the traditional vendor-client dynamic in fulfillment. Instead of the typical transactional relationship, we’ve created a community where continuous improvement and data-driven decisions build lasting partnerships. In an industry plagued by churn and fulfillment headaches, this commitment to quality throughout the entire customer journey has become our strongest competitive advantage.