What are the best loyalty techniques to improve customer acquisition to new demographics?

Written by Tom Peace

Last week, the popular UK cosmetic chain 'The Body Shop' announced it is set to close half of its 198 shops across the UK after falling into administration.

Administrators FRP said last week: “The Body Shop remains guided by its ambition to be a modern, dynamic beauty brand, relevant to customers and able to compete for the long term. Creating a more nimble and financially stable UK business is an important step in achieving this."

The retailer was founded in 1976 and was one of the first companies to promote so-called ethical consumerism, focusing on ethically produced cosmetics and skincare products. But The Body Shop haven't been able to appeal to new customers coming into the market.

Following this news, The Loyalty People wants to investigate the reasons why many businesses have to change their strategy to retain existing customers AND expanding their reach to meet different customer demographics.


What are the best loyalty techniques to improve customer acquisition to new demographics?


Over the years, many companies have had to adapt their loyalty programs due to changes in customer behaviour. These changes may stem from various factors such as increased competition, rising living costs, lack of online presence, and more.

We've observed numerous companies employing diverse marketing and customer loyalty strategies to enhance both customer retention and acquisition, aiming to tap into new demographic segments. Below, we outline the current methods through which businesses are improving their retention and acquisition efforts.

• Instant rewards boost
• Separate benefits
• Referral programs
• Personalisation

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