Don’t get dumped by your customers

Retaining your customers is like dating. Play it too cool, and they’ll move on. Try too hard, and you’ll scare them off.

And yet, so many brands still get stuck in a cycle of acquisition, pouring time and budget into attracting new customers, only to lose them just as quickly. The real opportunity? Building relationships that last. That’s where retention comes in.

After 13 years in the eCom industry, I’ve seen the good, the bad, and the downright baffling, but I also know what works.

Some brands build such strong connections that customers never want to leave, while others rely on desperate discounting and wonder why they’re still getting ghosted.

In the spirit of Valentine’s Day, here are some of the retention strategies I love that actually make a difference:

Post-purchase that goes beyond email
A well-placed SMS, WhatsApp message or even a personalised insert in the order makes all the difference. Customers shouldn’t feel like the conversation ends once they’ve checked out.

Loyalty programmes that actually reward loyalty
No one is excited by a discount they won’t unlock for another couple of months. Give customers early access, exclusives or personalised offers that keep them engaged between purchases.

Unboxing experiences that feel considered
It’s not about over-the-top packaging – it’s about the little touches. A handwritten thank-you note, a QR code linking to a how-to video, or a surprise sample turns a standard order into a brand experience.

Win-back flows that feel human, not desperate
"Hey, we miss you" isn’t enough. Great win-backs acknowledge why a customer might have lapsed and offer something relevant, whether that’s inspiration, social proof or an incentive.

Retention that doesn’t rely on discounts
Brands with strong retention strategies nurture their customers through education, community, and personalisation, not just discount codes every time sales dip.

Many of the brands I work with come to me knowing they need to improve retention, but don’t know where to start. It doesn’t have to be complicated, but it does have to be intentional. You can’t expect to build loyalty if every interaction feels like a one-way transaction.

The good news?

With the right strategy, tools, and mindset, it’s absolutely possible to turn one-time shoppers into lifelong fans.

Retention isn’t about chasing customers, it’s about giving them a reason to stay. If any of this sounds familiar or you know your brand could be doing more to build lasting customer relationships this year, let’s chat.

Because if you want long-term love from your customers, it’s time to stop ghosting them after the first date.