How to Use Customer-Centric Marketing to Increase E-commerce Sales

• February 19, 2025
• sb2b
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What makes a business’s success sustainable?

Is having a steady capital flow and unique products enough? No. Customers will turn to other brands if their experience on your website or with your campaigns is not smooth and relevant enough.

Your marketing must reflect that you understand your customers and are committed to providing the best possible shopping experience. This is the key to retaining existing buyers and attracting new ones through word-of-mouth.

That’s why a Forrester report found that 41% of companies that prioritized customers achieved at least 10% revenue growth in their last fiscal year, compared to only 10% of those that didn’t.

Being customer-focused requires more than just sending occasional surveys. Here are seven solid strategies to integrate customer-centric marketing into your e-commerce business:

1. Add Personalized Product Bundles Based on Customer Preferences

Everyone loves a great deal. By bundling and discounting products strategically, you can:

• Increase average order value and sales
• Reduce shipping costs
• Delight customers with a seamless shopping experience

For instance, Etsy sellers bundle complementary products to encourage higher sales. Even with a discount, they generate more revenue through increased order value and volume while offering convenience to customers.

The key is personalization. Analyze buyer history, demographics, and psychographics to create bundles that align with customer preferences.

Example: A pet care brand that frequently receives cat food and treats orders from a specific demographic can create a personalized bundle of a customer’s favorite products at a discounted rate.

2. Use Customer-Driven Storytelling in Your Brand Campaigns

Your campaign stories must speak your customer’s language. Whether it’s ads or social media content, customers should be at the heart of your messaging.

Example: Sportswear brand Hoka emphasizes inclusivity in athletics. Their campaigns feature real people sharing their stories of resilience, inspiring audiences and making them feel connected to the brand.

Plan content that reflects real customer experiences and organize it in a social media calendar to maintain consistency.

3. Include User-Generated Content (UGC) in Product Pages and Ads

Customers are often hesitant to try a new product. You can eliminate skepticism by integrating authentic customer content into your ads and product pages.

💡 86% of customers prefer brands that showcase user-generated content (UGC).

What to do?

• Run hashtag campaigns or contests to collect UGC.
• Prioritize content that highlights your product’s best features.
• If your product has transformative results, encourage customers to share before-and-after photos.
• Use this content in social media ads and on product pages for social proof.

Example: Colorescience features real customers using their products in carousels on their website, reinforcing trust and credibility.

4. Create Interactive Feedback Loops for Product Development

Customer preferences shift rapidly due to countless available options. Your business’s sustainability depends on how quickly you adapt to these changing demands.

A proven approach is establishing interactive feedback loops where customers communicate their needs. This fosters:
✔ A customer-centric brand image
✔ Enhanced satisfaction and retention

How to do it?

• Conduct Instagram polls and gather feedback on Facebook, Twitter, and Reddit.
• Launch a community page to collect valuable suggestions.

Example: The Lego Community allows fans to submit product ideas. If a design gains 10,000 supporters, Lego reviews it and may turn it into an actual product—giving the designer a share of the profits!

Additionally, train your customer support team through skills-based training so they can interpret feedback effectively and stay updated on industry trends.

5. Develop Community-Driven Loyalty Programs with Exclusive Rewards

Loyalty programs not only increase retention but also strengthen brand reputation and boost word-of-mouth marketing.

What works best? A community-focused rewards system where customers earn points for every purchase, which they can redeem for future shopping.

Example: Sephora’s Beauty Insider program grants points based on order value, offering perks like:
🎁 Free standard shipping
🎂 Birthday gifts
🎟️ Exclusive savings events

This encourages repeat purchases while making customers feel valued.

6. Offer Predictive Customer Support to Solve Issues Before They Arise

Customers don’t always complain—they just leave. Your goal is to identify problems before they result in churn.

How to do it?

• Monitor customer activity for unusual behavior (e.g., a loyal buyer hasn’t shopped in months).
• If engagement drops, reach out to understand their concerns.
• Use root-cause analysis to detect and remove customer journey roadblocks.

By taking proactive action, you maintain customer satisfaction and show that your brand truly cares.

7. Design Immersive Virtual Try-Ons or Product Experiences

Online shoppers often hesitate because they can’t visualize the product in real life. The solution? Virtual try-ons.

Example: Warby Parker allows customers to try on glasses virtually by accessing their device camera, ensuring the right style before purchase. Their app also offers this feature, enhancing customer confidence and increasing conversions.

The Bottom Line

Customer-centric marketing isn’t a trend—it’s a necessity. Implementing these seven strategies will help you:
✅ Enhance customer satisfaction
✅ Drive repeat purchases
✅ Boost brand loyalty and sales

By focusing on seamless experiences, personalized marketing, and proactive customer support, your business will thrive in the competitive e-commerce landscape.