Like any long-term relationship, it’s no secret that creating an emotional connection with customers can lead to loyalty, brand love, and ultimately drive conversions for retailers. This often doesn’t happen overnight, and can take time, patience and strategy, but pays dividends in the long run.

To succeed in today’s competitive landscape, it’s important that retailers understand where they can leverage the right tools and techniques to gain a deeper understanding of their customers, create memorable experiences, and turn those sparks into long-term loyalty.

Whether it’s Valentine’s Day or not, prioritising customer relationships should always be at the forefront. These are just a few strategies that can build a long lasting retail relationship, well past February.

Harness unified data and personalisation to create meaningful connections

Today, consumers are seeking more than just a product—they’re looking for experiences that resonate with their individual needs, desires and habits. When retailers are able to align their offerings with a shopper’s specific preferences and behaviours, they stand out in a crowded market and foster a deeper connection that keeps customers coming back.

To achieve this, leveraging first-party data is essential. Retailers should invest in a digital infrastructure that provides access to customer data across multiple touchpoints and sales channels throughout the entire business. A unified commerce platform can provide a holistic view of the customer, from their purchase history to their browsing patterns. This data enables businesses to personalise their marketing, product recommendations, and offers, ensuring they deliver exactly what the customer wants, when they want it.

When customers feel that a brand understands them on a deeper level, they are more likely to return. Personalisation makes the shopping experience feel more relevant and enjoyable, increasing the chances of repeat purchases. 

Understand what your customers are looking for

According to the 2024 Australian Retail Report, more than half of Australians are actively seeking the best value when they shop. And while consistently low prices are seen as the top way to gain loyalty, it isn’t the only thing consumers are shopping for. High-quality goods would keep half (51%) of customers loyal, while 41% cite loyalty points as an effective way to foster loyalty. Around a third (34%) of shoppers also said they are looking for quality that lasts.

Value is not just about the sticker price—it’s about creating an experience that resonates with what matters to your customers. Outside of discounts, consider loyalty programs, rewards points, exclusive events, and even free shipping to demonstrate value to customers. This approach doesn’t just win a sale. Rather, it builds a community of loyal customers who will continue to choose a brand again and again.

Deliver delight at every touchpoint

True love for a brand is often found in the details, and it’s the seamless experiences that truly make customers fall head over heels. Customers expect smooth, uninterrupted transitions between browsing on their mobile, shopping online, or making purchases in-store. When these experiences are integrated and frictionless, it creates a journey that delights at every touchpoint. It’s about making sure customers can move effortlessly from one step to the next without encountering unnecessary hurdles or frustrations.

Creating these seamless connections requires attention to detail across every channel. Whether shoppers engage with a brand through a website, app, or in-person, they should feel like they’re getting the same high-quality experience no matter where they are. This means providing live stock and delivery updates, offering the option for in-store pick-up and returns, ensuring your commerce website is optimised for mobile and making sure rewards programs and loyalty points are synced and accessible across all sales channels. 

When customers experience this kind of unified, frictionless journey, it builds trust and satisfaction. They don’t have to think twice about switching between platforms or readjusting their schedule to purchase a product. In the end, it’s these small details that transform an ordinary shopping experience into something exceptional—one that makes customers fall in love with a brand.

Creating a long-term relationship

In the end, to succeed in today’s retail landscape, understanding the customer, appealing to their needs and creating an exceptional experience is key. When a retailer taps into the heart of their customers, they don’t just sell a product; they build a relationship founded on trust and shared values.

By embracing these strategies, retailers can transform fleeting moments into lasting loyalty. This Valentine’s Day—and beyond—Australian retailers have the chance to leave customers with a memorable experience that resonates far beyond the checkout.

Shaun Broughton is managing director for Asia Pacific & Japan at Shopify.