10+ Customer Retention Strategies for DTC Brands

March 12, 2024


With more businesses going online and people fighting to get our attention, it's getting more difficult and expensive for companies to acquire new customers. People have lots of choices, and they can easily switch to a different brand if they feel it treats them better.

Getting new customers by paying for ads is getting expensive. And it's normal for businesses to not make much money from the first order. So, the key to making a business profitable is to have repeat customers. Once you've spent money to get customers, you want to make sure they stick around and buy from you again.  

Furthermore, it has been discovered that obtaining a new customer can be more expensive than retaining an existing one. And it is observed that more than 80% of the customers prefer to buy from a brand that offers a great customer experience.

In this blog, will cover the following topic:

  • Why it’s important for DTC brands to keep customers,  
  • Look at ways to understand and connect with the DTC audience,
  • And share the top 10 strategies to make sure customers stick around.

The Significance of Customer Retention for DTC Brands

  1. People who have already bought from your brand know you, so you don't have to spend a lot on ads to keep them coming back. Therefore, one can make better ROI on acquisition cost paid  
  1. On average, 65% of the ecommerce revenue comes from repeat customer
  1. Repeat customers contribute highly to revenue; they are more likely to make frequent purchases.
  1. A 5% increase in customer retention can raise earnings by 25% to 95%. You don't have to get a lot of new customers to succeed. You can generate more money even if you focus on a smaller population.
  1. Satisfied customers become cheerleaders for your brand, sharing their positive experiences with friends and family. Word-of-mouth recommendations have a powerful impact, influencing potential customers to choose your brand.
  1. Existing customers offer valuable data insights. By understanding their preferences, you can tailor your products and marketing strategies effectively. Data-driven decisions based on customer behavior led to targeted and successful campaigns.
  1. In a crowded market, retaining customers sets you apart from the competition. A loyal customer base acts as a barrier to entry for competitors, especially if you consistently provide quality products and excellent service.

Understanding your DTC Audience

Understanding your audience is not simply a duty in the competitive world of direct-to-consumer (DTC) companies; it is a crucial foundation of your company strategy.

  • Knowing your audience's age, gender, geography, and economic level allows you to adjust your marketing messaging and product offerings to their preferences.
  • Track customer purchase patterns, frequency of purchases, and average order value to identify trends and optimize your offerings. For example, if customers tend to browse multiple products but abandon their carts, consider implementing abandoned cart reminders or offering discounts to entice them to complete their purchases.
  • Dig into the underlying reasons that drive your customers to purchase from your brand. Do they value affordability, quality, sustainability, or unique product features? Understanding their motivations allows you to emphasize the aspects that matter most to them.

Understanding your DTC audience gives you the ability to personalize their experiences, satisfy their requirements, and establish long-term client loyalty. Remember that your consumers are the foundation of your business, and understanding their distinct tastes is the key to gaining their loyalty and driving your company forward.

11 Top Customer Retention Strategies

  • Improve Customer Service
  • Personalized Loyalty Programs
  • Offer Discounts to Loyal Customers
  • Use Customer Accounts
  • Email Campaigns
  • Create a referral program
  • Integrate SMS Marketing Campaign
  • Develop a Social Media Marketing Strategy
  • Offer Fast Shipping and Easy Returns
  • Request Customer Feedback Frequently
  • Post- Purchase Follow – up  

1. Improve Customer Service

The ability to improve customer experience leads to increased user engagement, higher customer satisfaction, and business success. Before becoming loyal to you, a customer must feel that they have had a positive experience with your company during each interaction. This means that providing excellent customer service is critical. You can ensure that your customer service is of the highest quality by hiring skilled sales and customer service representatives to serve as the "face" of your company. Your representatives should be well-presented, knowledgeable, and attentive to each customer's needs. Customers will feel more valued and cared for as a result of this.  

Every interaction with a customer should leave a favorable impression in order to encourage repeat business.

To promote repeat business, every encounter with a customer should leave a good impression. This entails offering top-notch customer service via informed, considerate agents who actually care about the needs of the client. Putting the needs of your customers first will help you build long-term success and customer loyalty.

2. Personalized Loyalty Programs

A smartly created loyalty program can be an effective tool for increasing revenue and building client loyalty. You can show your most loyal customers how much you value and appreciate them by providing them with special incentives and benefits. This can lead to increased spending, positive word-of-mouth, and a stronger customer base for your business.  

The following advice can help you design a successful customer loyalty program:  

Keep it simple: It should be simple to comprehend and engage with the program

Offer attractive rewards: The rewards should be something that your customers value.

Make it personal: Tailor the rewards to your customers' individual interests.

Encourage participation in the program by making sure that your clients are aware of it and how to access it.  

Monitor the outcomes: Evaluate the program's performance and make necessary adjustments.  

You can build a customer loyalty program that will help you retain your best clients by using the advice in this article.

3. Offer Discount to Loyal Customers

By offering discounts to loyal customers, you make them feel valued and motivate them to continue purchasing from your brand.  

This can lead to increased Customer lifetime value [Customer lifetime value (CLV) is a metric that represents the total revenue a business can expect to generate from a single customer throughout their relationship with the company. It's calculated by multiplying the average revenue per user (ARPU) by the customer lifespan.] and reduced churn rates [Churn rate is the percentage of customers who stop doing business with a company within a given period. It's calculated by dividing the number of customers lost in a period by the number of customers at the beginning of the period.]

Give devoted clients exclusive discounts as a thank you for their ongoing support. This could include birthday discounts, anniversary discounts, or discounts for referring friends.

4. Offer Discount to Loyal Customers

Customer Accounts can be used to make your customers feel like you know them and care about them. This can help you keep them as customers by making sure they have a good experience every time they interact with your company. Customers can track their purchases, manage their orders, and get personalized recommendations in a convenient way with it. Increased client satisfaction and loyalty may result from this.

You can use customer accounts to reward your loyal customers, keep them informed, make them feel special, make doing business with you easy, and assist them in times of need.

Encourage customers to create accounts by offering exclusive benefits, such as saved payment information, order tracking, and purchase history also send the personalized recommendations, email campaigns, and product suggestion.

5. Email Campaigns

Email campaigns remain a potent tool for businesses to connect with customers and develop long-lasting relationships. By crafting personalized and engaging messages, businesses can keep their brand top-of-mind, promote offerings, and nurture customer loyalty.

Send personalized email campaigns to customers with relevant content, such as product recommendations, abandoned cart reminders, and special offers.

6. Create a referral program

Referral programs empower businesses to tap into the power of word-of-mouth marketing, expanding their customer base and boosting brand awareness.  

Incentivize existing customers to refer their friends and family by offering attractive rewards, such as discounts, free products, or exclusive access. Simplify the referral process with clear instructions, easy-to-share links, and seamless tracking mechanisms. Actively promote the program through various channels and personalize the experience to align with customer preferences. Continuously evaluate program performance, gather feedback, and make adjustments as needed. By leveraging referral programs effectively, businesses can cultivate loyal customer advocates who drive sustainable growth.

7. Integrate SMS Marketing Campaign

SMS marketing, a powerful tool for direct customer engagement, can be seamlessly integrated into overall marketing strategies. Set clear goals, obtain consent, and craft compelling, concise messages. Optimize timing and frequency, aligning with existing marketing efforts. This can help to increase brand engagement and customer satisfaction.

Send timely SMS reminders about upcoming sales, new product launches, and exclusive offers. Track results, address customer feedback, and continuously improve.

8. Develop Social Media Marketing Strategy

Social media provides a platform for building relationships with customers and fostering a sense of community. Develop a compelling strategy by defining clear goals, understanding your target audience, selecting the right platforms, and creating engaging content. This can lead to increased brand loyalty and customer advocacy.

Engage with your customers on social media platforms by responding to comments, answering questions, and running contests or engaging content.

9. Offer Fast Shipping and Easy Returns

In online shopping today, getting your stuff quickly. And being able to return things easily is super important for making customers happy and helping the business grow.

Also, Customers are more likely to complete their purchases if they know they will receive their orders quickly, minimizing cart abandonment rates and boosting sales. This can help to reduce churn rates and increase customer lifetime value.

Provide fast and affordable shipping options to ensure customers receive their orders promptly. Additionally, make the returns process simple and hassle-free to enhance customer satisfaction.

10. Request Customer Feedback Frequently

Getting feedback from customers is like having a helpful guide for businesses to get better and grow. When businesses ask customers for feedback often, they learn what customers like, what bothers them, and what they expect. This helps businesses make decisions based on what customers want. Feedback also shows where a business can get better, making customers happier.  

Getting feedback regularly helps a business stay ahead by knowing what's popular and new before others. It Makes customers feel more connected and loyal because the business cares about what they think. Use this feedback to refine your products, services, and customer experience.

11. Post- Purchase Follow-up

Post-purchase follow-up extends the customer's journey, demonstrating ongoing care and commitment. By engaging with customers after their purchase, businesses can enhance satisfaction, prevent churn, and boost loyalty.

Personalized communication, expressing gratitude, seeking feedback, providing support, and promoting new offerings are key strategies. Post-purchase follow-up is an investment in customer relationships, driving sustainable growth.

It is important to measure the success of strategies by measuring their effectiveness. The three important metrics used to measure customer retention are:

  • Average Order Value  

The average order value represents the average amount spent per customer order. It is calculated by dividing the total revenue from sales by the number of orders placed. A higher AOV indicates that customers are purchasing more per transaction, which can translate into increased profitability for the business.

  • Repeat Customer Rate

The repeat customer rate measures the percentage of customers who make a second or subsequent purchase. It is calculated by dividing the number of repeat customers by the total number of unique customers. A high RCR indicates that customers are satisfied with the products or services and are likely to return for future purchases.

  • Purchase Frequency  

Purchase frequency refers to the average number of times a customer makes a purchase within a given period, typically a year. It is calculated by dividing the total number of purchases by the number of unique customers. A high purchase frequency indicates that customers are actively engaged with the brand and making repeated purchases.


In the D2C and e-commerce world, keeping customers happy and coming back is essential for success. Building brand loyalty requires a variety of strategies, including treating clients like people, providing excellent customer service, and interacting with them on social media. Any DTC business that wants to succeed must focus on keeping its customers.  

By implementing these strategies, companies can increase customer retention, encourage brand loyalty, increase sales, and gain online visibility. The key to succeeding in the digital world and laying the groundwork for long-term success is to satisfy your customers.

Still hesitating about prioritizing customer retention? Calculating your customer's lifetime value (CLTV) might just change your mind.

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