When it comes to improving Customer Lifetime Value (CLV), the same strategies tend to get repeated—loyalty programs, email marketing, and personalised experiences.
Don’t get me wrong, those are solid strategies, but if you’ve been around long enough, they probably feel a bit predictable by now.
So, if you're ready for something different, let's dig into some lesser-known tactics that can actually make a difference in keeping customers around.
These are the hacks that don’t get much attention, but they really should.
So, if you want to learn a thing or two, you need to stick around!
Turn One-Time Buyers into Product Testers
Instead of pushing another sale right after a purchase, why not invite recent customers to join a product testing group? It gives them exclusive access, makes them feel like VIPs, and gives you feedback on your new launches without spending the extra money.
One example of this is Glossier—they often send free samples of upcoming products to select customers and ask for feedback in exchange. These customers feel involved in product development, which instills a deeper connection and loyalty to the brand.
Why it works: People love feeling included, and giving them a chance to join a testing group creates a sense of involvement. Having this kind of engagement often leads to a stronger sense of commitment to your products/brand.
PRO TIP: Don’t overcomplicate the process—start with something as simple as sending out samples with a personalised note saying, “We’d love to know what you think!”
Show Them What They’re Missing
Instead of constantly promoting how much a customer has saved, flip the narrative and show them how much they could’ve saved if they were in your loyalty program.
Example: “You’ve spent $100 with us this year—did you know that could have earned you $10 in rewards?”
Why it works: It triggers a bit of FOMO and makes them realize that joining the program would help them save more next time. Sometimes it’s exactly what they need to get them on board.
Offer 'Pause' Options, Not Cancellations
For subscription services, offering a “pause” option instead of cancellation can keep customers in the loop.
Take Hulu, for example—they let subscribers pause their memberships for a few months instead of canceling. Many people end up reactivating their accounts rather than going through the hassle of starting from scratch with a new service.
Why it works: Life gets in the way sometimes, and people don’t always want to cancel but just need a break. When you give them the option to pause instead of quit, you are able to maintain that relationship and avoid losing them for good.
Segment VIPs Based on Engagement, Not Spend
A mistake I often see brands make: only focusing on big spenders. Highly engaged customers who interact with your social media or emails regularly are often your best advocates.
Take Starbucks—they segment their loyalty members based on engagement too, offering special deals and rewards to those who frequently interact with their app or content, even if they’re not the highest-spending client.
Why it works: Engaged customers are already emotionally invested in your brand, even if they aren’t high spenders. Focusing on this group of people can eventually turn them into long-term customers.
Implement the “Surprise and Delight” Strategy (But Keep It Lowkey)
“Surprise and delight” strategies work, but they’re even more effective when done discreetly.
Amazon sometimes upgrades customers to faster shipping without any notice, which is always a nice surprise. Customers get their packages sooner and it’s those little gestures that make them happier, without having to ask for any extra perks.
Example: For your business, this could mean throwing in some free samples, a discount code with their order, or maybe even upgrading their order to express shipping, but without any over-the-top promotions. The low-key nature of it makes it feel more genuine instead of something done to be promotional.
Why it works: People love getting unexpected perks, and when it’s personal and unadvertised, it’s even better!
Use Post-Purchase Surveys to Uncover Churn Risks Early
Most brands use post-purchase surveys to gather product feedback, but what about using them to find out if customers are thinking about leaving?
Warby Parker does a great job of sending surveys after a purchase that ask things like, “How likely are you to shop with us again?” and “What could we do better next time?”
Example: Include a question like, “Is there anything about your experience that would make you reconsider coming back?” The responses could clue you in on hidden churn risks that haven’t surfaced yet.
Why it works: When you address dissatisfaction early, like when a customer’s still fresh in the buying cycle, it gives you the chance to fix things before they churn. Plus, asking the right questions shows customers that you care about their entire journey, not just the sale.
Create a Low-Commitment Loyalty Program for Newbies
Loyalty programs often ask for a lot upfront, which can turn off first-time buyers.
Nordstrom offers a simple loyalty system where customers start earning points from their very first purchase, no need to sign up. It’s frictionless and easy for customers to get into without a long-term commitment.
Example: Offer immediate rewards or points that don’t require signing up for a full program. You could try something like, “Earn points with every purchase—no sign-up required! Redeem them on your next order.”
Why it works: The easier it is for new buyers to earn rewards, the more they'll feel inclined to return and make another purchase. Once they’re hooked, you can gradually introduce more perks for those loyal customers.
Extend Customer Service Beyond the Purchase Window
So, a lot of brands stop customer service efforts after the purchase window closes.
Big mistake!
Continuing to provide support goes a long way. Apple excels here. They offer extended support for products like MacBooks and iPhones months or even years after purchase, whether through tech support or Genius Bar appointments.
Example: If you sell a product like home goods or tech, follow up with a friendly email a few months down the road to check-in. Something like, “How’s your [product] working for you? If you have any questions or issues, we’re here to help!”
Why it works: When you keep supporting customers after a purchase, it demonstrates that you're invested in more than just making a sale.
People want to feel confident that they won’t be left alone if something goes wrong. Knowing there’s a safety net makes customers feel more comfortable making that initial purchase and staying with your brand over time.
This will also separate you from other brands, making buying from you feel like a much lower risk, turning them into repeat customers.
Final Words
Boosting CLV doesn't always require complex strategies or big investments. Sometimes, it's the smaller, unexpected touches that make all the difference.
The key is to keep your customers feeling supported and appreciated at every stage, even when they’re not actively purchasing. People stay with brands that aren’t always selling to them. Seems counterintuitive, I know.
It’s usually those personal touches that transform a one-time buyer into a loyal repeat customer. Try out these strategies, and you’ll likely see a stronger connection with your customers that leads to increased value over time.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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