In today's dynamic world of e-commerce, building customer loyalty is key to long-term success. Loyalty programs have become an indispensable tool for e-shops trying to retain existing customers and motivate them to make repeat purchases. This report provides an in-depth analysis of loyalty programs for e-tailers, focusing on trends, tactics and specifics in the Czech Republic.
Trends in e-shop loyalty programmes internationally
Global trends in the field of e-commerce loyalty programmes are constantly evolving. One example is Finland, which with its technologically advanced and environmentally conscious consumers 1 shows how the importance of online shopping is growing rapidly. The e-commerce market there is also fragmented and characterised by strong competition, with major players such as Verkkokauppa, Zalando, Gigantti Oy and Motonet Oy emphasising innovation and partnerships1.
Key trends in loyalty programmes in general include:
Personalisation: customers expect personalised offers and rewards that match their individual needs and preferences2.
Omnichannel approach: loyalty programmes should be integrated into all sales channels, whether it is an e-shop, brick-and-mortar store or mobile app. Customers move seamlessly between the online and offline worlds and expect a consistent experience across all channels3.
Gamification: incorporating game elements such as points, levels and badges can increase customer motivation to participate in a loyalty programme and interact with the brand4.
Ethical and Sustainable Programmes: customers increasingly value brands that are committed to social responsibility and sustainability. Loyalty programmes can provide a platform for promoting ethical and environmental initiatives such as recycling or reducing carbon footprint3.
Use of mobile technology: mobile apps and notifications make it easier for customers to access the loyalty programme and track their rewards. They also allow e-tailers to personalise communications and send targeted offers5.
Technology in retail management: technology is playing an increasingly important role in retail management, including loyalty programmes. For example, modern systems enable the tracking of schedules and more efficient inventory management, leading to reduced waste and optimised processes5.
Successful tactics for building customer loyalty in e-commerce
There are a number of proven tactics for building customer loyalty in e-commerce:
Quality products and services: customer satisfaction with the quality of products and services is the cornerstone of loyalty. Customers return to e-stores that offer products that meet their expectations and needs6.
Personalised customer experience: addressing customers by name, recommending products based on their purchase history and providing relevant content. Personalisation helps build a relationship with the customer and shows that the e-shop values their individual preferences6.
Attractive benefits and rewards: discounts, gifts, exclusive access to events and other benefits for loyalty program members. Attractive rewards motivate customers to make repeat purchases and actively participate in the loyalty program6.
Excellent customer support: quick and efficient resolution of customer problems and queries. Quality customer support is key to building trust and loyalty. Customers appreciate e-shops that help them willingly and efficiently when needed6.
Collecting and using feedback: actively seeking and analysing customer feedback to improve products and services. Customer feedback is a valuable source of information that helps e-tailers identify areas where they can improve7.
Community building: creating online communities and forums where customers can share their experiences and opinions. Building a community helps strengthen the relationship between customers and the brand and creates a sense of belonging8.
Social proof: Online reviews and ratings play an important role in building trust and loyalty. Customers often make purchasing decisions based on reviews from other customers. E-shops should actively collect reviews and showcase them on their websites and social media8.
SEO for customer retention: optimising content for relevant keywords can improve customer engagement and loyalty. Customers who find relevant and useful content on an e-commerce website are more likely to return9.
Specifics of loyalty programmes in the Czech Republic
In the Czech Republic, loyalty programmes for e-shops are becoming increasingly popular. The specifics of the Czech market include:
High internet and mobile penetration: the Czechs are among the most active internet and mobile users in Europe, creating a favourable environment for online loyalty programmes10.
Growing popularity of online shopping: the Czechs are increasingly shopping online, which increases the importance of loyalty programmes for e-shops11.
Strong competition in the e-commerce market: loyalty programmes are becoming an important tool for differentiation and customer retention in a competitive environment12.
Interest in discounts and benefits: Czech customers are price sensitive and appreciate loyalty programmes that offer discounts and other benefits12.
In the Czech Republic, the loyalty programmes of major market players such as Alza (Plus+, Premium), IKEA (Family), Sportisimo (Klub) and Datart (VIP Program)13 are very popular. These programmes often combine various benefits, from discounts and free shipping to exclusive promotions and personalised offers.
The high penetration of mobile devices in the Czech Republic puts an emphasis on mobile optimization of loyalty programs. Successful e-shops invest in the development of mobile applications that make it easier for customers to access the program and track rewards. At the same time, they use notifications to inform about news and promotional offers.
Shoptet loyalty systems
There are several loyalty systems for e-shops on the Shoptet platform. Among the most popular ones is Ellity . Ellity offers a wide range of features, including:
Loyalty points: customers earn points for purchases, registration, interaction with emails and other activities. These points can then be redeemed for discounts or other rewards.
VIP programme: Allows you to create reward levels that favour loyal customers with more attractive rewards and exclusive benefits.
Referral program: motivates customers to recommend products to friends, for which they earn rewards. (This feature will be added in the second half of 2025)
Linking to email marketing: easily connect your loyalty program to popular email marketing tools.
Ellity is easy to install on Shoptet and offers unlimited orders, points and customers. With advanced features, it helps maximize long-term customer value and average order value.
Another advantage of Ellita is the collection of customer data such as shopping preferences and behaviour. This information helps e-shops better understand their customers and personalize offers.
Other loyalty systems on Shoptet include the one from ELEVEN sportswear . This offers registered customers benefits such as:
Simplicity: just enter the delivery address once.
Order history overview: customers have access to all their previous orders.
Special offers and promotions: registered customers have access to exclusive offers and discounts.
Bonus program: allows you to collect discounts on future purchases.
Features: what features does the system offer and how does it fit your e-shop?
Price: how much does the system cost and what is the price/performance ratio?
Integration: how easily does the system integrate with your e-shop and other tools?
Support: what level of support does the system vendor provide?
I recommend that you research different systems and compare their features and prices to choose the most suitable one for your e-shop.
The most successful loyalty systems in the Czech Republic
Alza Premium loyalty programme
E-shop: Alza.cz
Benefits: free shipping, priority order processing, extended warranty, Alza Cafe with free coffee at branches
Datart Klub loyalty programme
E-shop: datat.cz
Benefits: discounts on products and services, free shipping
Loyalty program: the Dr. Max Benefits Card
E-shop: Dr.Max
Benefits: discounts on medicines and other products
Reasons for the success of these systems
The success of the above systems is determined by several factors:
Attractive Benefits: Programs offer customers truly useful and valuable benefits that encourage repeat purchases and program participation. For example, free shipping is a highly valued benefit in the Czech Republic that can play a key role in a customer's purchase decision.
Simplicity and clarity: the systems are easy to understand and user-friendly. Customers can easily sign up for the program and track their rewards.
Availability: the programmes are available to a wide range of customers. They are not limited to specific customer groups and are open to anyone who wants to get involved.
Integration with other services: loyalty programmes are often integrated with other services such as e-commerce, mobile apps and brick-and-mortar stores. This makes it easier for customers to access the programme and allows e-shops to collect data on customer behaviour across all channels.
Features of the most successful loyalty systems
The most successful loyalty systems in the Czech Republic share several key features:
Collecting points for purchases: customers earn points for each purchase, which can then be redeemed for discounts or other rewards. This feature encourages customers to make repeat purchases and spend more.
Discounts and promotions: Members of loyalty programmes have access to exclusive discounts and promotions. This gives them a sense of exclusivity and motivates them to buy from the e-shop.
Free shipping: Many programs offer free shipping to their members. Free shipping is a very popular benefit in the Czech Republic that can greatly influence the buying behavior of customers.
Extended Warranty: Some programs provide an extended warranty on products purchased. Extended warranties give customers a sense of security and safety and may encourage them to purchase more expensive products.
Priority order processing: loyalty members often have priority order processing. This saves them time and increases their satisfaction.
Exclusive access to events and competitions: Loyalty programmes often organise special events and competitions for their members. This makes them feel special and strengthens their relationship with the brand.
Designing new features
To further improve customer loyalty, e-tailers could consider introducing new features to their loyalty programmes:
Personalised product recommendations: based on customers' purchase history and preferences, the system could recommend relevant products. This would make it easier for customers to choose and increase the likelihood of purchase.
Exclusive content and events: loyalty members could have access to exclusive content such as articles, videos and tutorials, and special events such as workshops and lectures. This would give them added value and strengthen their relationship with the brand.
Donate points: customers could have the option to donate their accumulated points to charity. This would allow them to support a good cause and also enhance the image of the e-shop.
Cooperation with partners: e-shops could cooperate with other companies and offer their customers benefits also with partners. This would expand the range of benefits and increase the attractiveness of the loyalty programme.
The future of loyalty programmes in e-commerce
The future of loyalty programmes in e-commerce is likely to be influenced by the following trends:
Greater emphasis on personalisation: loyalty programmes will become increasingly personalised and seek to reach customers with relevant offers and rewards. E-shops will use customer behavioural data to offer them the products and services they really need and want2.
Use of AI: Artificial intelligence will play an increasingly important role in data analysis and personalisation of loyalty programmes. Artificial intelligence will be able to identify patterns in customer behaviour and predict future purchases17.
Integration with smart devices: Loyalty programs will be integrated with smart devices such as smartphones, smartwatches and smart homes. This will allow e-tailers to collect customer data from various sources and personalise communications.
Emphasis on ethical and sustainable programmes: customers will increasingly prefer loyalty programmes that are ethical and sustainable. E-shops will need to consider the environmental and social impacts of their programmes and offer benefits that are aligned with customer values.
Conclusion
Loyalty programs are an important tool for building customer loyalty in e-commerce. Programs that are well-designed and effectively implemented can help e-tailers retain existing customers, increase sales and strengthen competitiveness. Programmes that offer attractive benefits such as discounts, free shipping and exclusive promotions are popular in the Czech Republic.
Trends suggest that in the future there will be an increasing emphasis on personalisation, the use of artificial intelligence and integration with smart devices. Customers will prefer ethical and sustainable programmes that offer added value and are aligned with their values. E-shops that adapt to these trends will have a significant advantage in the competitive e-commerce environment.
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