How to Get Casual Shoppers to Become Loyal Brand Enthusiasts
Every brand has casual shoppers who drift in and out of their orbit. But what does it take to nurture true loyalty?
In Chapter 1, we tackled the challenge of nudging first-time buyers toward that crucial second purchase. We learned how building personal connections, collecting the right contact info, and following a well-timed outreach strategy can transform a “one-and-done” shopper into a repeat customer. In Chapter 2, we turned our gaze specifically to getting local online shoppers off their couches and into your brick-and-mortar store for the very first time, harnessing tools like in-store-only promotions, event invitations, and personalized outreach.
Now, welcome to the third installment in this series on the customer journey, where we focus on the shoppers who casually drift in and out of your brand’s orbit. Perhaps they’ve made a few purchases or visited your store a handful of times. Sure, they’re not brand-new, but they haven’t quite reached that coveted status of true brand loyalty. How does your brand win their hearts (and their repeat business) so they become genuine advocates?
Let’s dive in.
1. Understanding the Difference Between Casual Shoppers and Brand Enthusiasts
Casual shoppers are aware of your brand, maybe even intrigued, but haven’t found a compelling reason to stick around for the long haul. They may come in for a good deal, a seasonal item, or an impulse buy after seeing an online ad, but their purchase history is sporadic. They simply haven’t made enough visits or interacted with your sales associates to form a deep emotional connection with your brand.
On the other end of the spectrum are brand enthusiasts. These people don’t just shop with you—they rave about you to their friends, share their experiences on social media, and actively seek out new product lines or store events. Essentially, brand enthusiasts are walking advertisements. They feel genuinely proud to wear your logo, use your products daily, or talk you up whenever the occasion arises.
Turning casual shoppers into these brand advocates is like forging a key that unlocks long-term sales growth, word-of-mouth marketing, and a robust community around your brand.
2. The Psychology of Loyalty and Enthusiasm
The main difference between the two shoppers is that brand enthusiasts feel emotionally connected. Human psychology tells us that once someone bonds with a brand’s story (especially if it aligns with their personal values) they become far more likely to exhibit repeat behaviors like repurchasing or recommending your store. They’ve essentially said, “This brand gets me.”
And this emotional connection truly comes from their interactions with other humans, namely your sales associates. The vanilla scent and 2000s alt-rock that welcomes them into your store is all well and good, but lasting impressions come from clienteling via the human touch. We remember that Aurora gave us her full attention and helped us find the perfect pair of boots, and that fosters an emotional attachment to her and to the brand.
Also, when someone does something nice for us, we often feel compelled to return the favor. In retail, providing unexpected perks, genuine help, or thoughtful gestures can ignite a sense of reciprocity that encourages brand loyalty. Personalized thank-you notes, exclusive codes, or post-purchase follow-ups all feed into this. A small gift or extra effort from your reps can prompt a customer to think, “Wow, they really take care of me,” making them more likely to buy again (and keep that cycle of goodwill flowing).
Then, once a shopper begins to identify personally with your brand—“I’m a proud shopper of Brand X!”—they’ll work to maintain that identity. Psychology researcher Robert Cialdini refers to this as commitment and consistency: once we see ourselves in a certain way, we prefer to act consistently with that self-image. If your brand has made them feel valued, stylish, or “in-the-know,” they’re less likely to abandon it for a competitor. They want to continue being that person who shops at their favorite, “cool” brand.
Providing unexpected perks, genuine help, or thoughtful gestures can ignite a sense of reciprocity that encourages brand loyalty.
Building Your Loyalty Roadmap
Now that we understand the mental drivers behind brand enthusiasm, how do we put them to work for us? Think of your loyalty roadmap as a step-by-step plan that ushers your casual shoppers deeper into the fold. A typical journey might look like this:
- Initial Awareness
- First or Second Purchase (where we left off in Chapter 1!)
- Casual Familiarity (the stage we’re targeting now)
- Emotional Affinity (where they start caring about the brand’s story)
- Repeat Purchases & Advocacy (the payoff for all your efforts)
Our goal is to bridge that gap between casual familiarity and emotional affinity, and to do so in a way that leads directly to increased purchases, greater advocacy, and yes, that unstoppable brand enthusiasm.
3. Strategies to Convert Casual Shoppers into Enthusiasts
Let’s break down the major strategies you can deploy to nurture this transition. Feel free to tailor them to your brand’s unique identity, product range, or audience demographics.
Communicate Your Brand Story Early and Often
Your brand story isn’t just filler on your “About Us” page. It’s the spark that can ignite an emotional connection. People love narratives in books, movies, and yes, even in marketing materials. If your casual shoppers don’t know what you stand for, they won’t develop that sense of “This brand really resonates with me.”
How to Implement:
- Welcome Emails: After a shopper’s first or second purchase, consider sharing a quick, heartfelt narrative about how your brand was founded, the team behind it, or the mission you champion. Keep it personal, not corporate.
- Packaging Inserts: Use postcards or small inserts in every shipment that highlight a piece of your brand’s backstory. This might be an image of the founder in the early days, or a note about your socially responsible production.
- Retail Spaces: Turn your retail spaces into brand experiences with thoughtful touchpoints that tell your story organically. This might be through signage highlighting your values, displays of your first products, or trained staff who naturally share your brand story.
Pro Tip
Invite your casual shoppers to help shape your brand’s next chapter. If you’re launching a new collection or product line, send out a poll or invite them to vote on colors. Involving them in the creative process fosters a deeper personal stake in your brand’s success.
Personalization, Personalization, Personalization
Collecting the right data in your CRM is the key to delivering relevant, hyper-personal experiences. Casual shoppers often remain casual because they aren’t receiving enough personally relevant content or product suggestions that pique their interest beyond a one-off item.
How to Implement:
- Smart Product Recommendations: Use purchase history, browsing behavior, and known preferences (color, style, size) to spotlight items they’re genuinely likely to love.
- Segmented Campaigns: Rather than blasting your whole subscriber list with the same promo, tailor your emails or SMS by category. If you know someone only buys your footwear, show them the latest boots rather than spamming them with every new T-shirt design.
- Occasion-Based Outreach: Did they buy a gift during the holiday season last year? Next year, send them a curated “Gift Guide” just for them. Did they shop for a wedding outfit? Offer event-inspired suggestions next time.
Pro Tip
In your CRM, keep track of one or two personal details (eg. birthdays, preferred color palettes, or upcoming life events like graduation). Sending them a short note acknowledging those specifics: “Hey, we remember your birthday’s coming up—here’s 15% off a treat for yourself!” This type of message transforms your brand from a faceless retailer into a thoughtful friend.
Create a Loyalty or VIP Program That Shines
A well-structured loyalty program can be the turning point that nudges casual shoppers to stay engaged. By offering tangible rewards for repeat purchases you activate that wonderful reciprocity effect we mentioned earlier.
How to Implement:
- Points or Tiers?: Decide if you’ll have a simple “points per dollar” model or a tiered system (e.g., Silver, Gold, Platinum). Tiered systems can be extra motivating, since shoppers love “moving up” to new benefits.
- Rewards They’ll Actually Want: Don’t limit rewards to meager discounts. Offer VIP access to new collections, pre-sales, or members-only events. These can feel more exclusive than a basic coupon code.
- Easy Sign-Up: Make it ridiculously simple to join. Once casual shoppers see how easy it is to start racking up points, they’ll be more inclined to continue buying from you rather than wandering off to a competitor.
Pro Tip
Inject a bit of delight in your loyalty communications. When a casual shopper reaches a new tier or accumulates enough points for a free item, send an SMS from their favorite associate: “You’ve hit our Diamond Tier—congrats! Ready for early access to next week’s drop?” That personal vibe can spark major excitement.
Focus on Community-Building
People crave connections. They especially crave connections that validate their sense of style, ethics, or personal interests. By crafting a community around your brand (think forum discussions, social media groups, local events, or brand ambassadors), you make your store less like a business and more like a shared “home base” for like-minded folks.
How to Implement:
- Online Communities: Set up a Facebook or Discord group for fans to share styling tips, product hacks, or even personal success stories. Your staff can chime in occasionally to keep it lively, but let your fans chat with each other, too.
- Hashtag Campaigns: Encourage customers to post on Instagram or TikTok using a specific brand hashtag. Re-share user-generated content (UGC) in your own channels. People love seeing their content acknowledged by the brand.
- Local Events: If your brand has a strong local following, coordinate monthly events in or around your store. For example, a running brand could host local jogs. A crafts brand could run mini DIY workshops.
Pro Tip
Appoint a “community manager” on your team who can identify loyal fans, respond to questions, and occasionally spotlight casual shoppers who are showing brand love. When people feel recognized, they often deepen their engagement.
Surprise & Delight: Going Beyond Expectations
Casual shoppers expect a transactional relationship: buy product, receive product, end of story. By surprising them with small extras that they didn’t expect, you create a magical moment that’s memorable. When repeated over time, those moments build brand affection.
How to Implement:
- Random Gifts: Slip a small accessory or sample in their shipment. Don’t announce it ahead of time. The element of surprise magnifies their appreciation.
- Staff Check-Ins: If someone is a known casual shopper, have a specific sales associate drop them a text or email: “Hey, just wanted to see if you’re still loving that scarf. Let me know if you have any styling questions!”
- Holiday Surprises: Don’t wait for official gift-giving seasons. National Coffee Day or random wacky “holidays” can be an excuse to send a discount code or free shipping perk.
Pro Tip
Keep a “surprise fund” in your marketing or customer experience budget. This might be a small pot of resources designated specifically for these unexpected gestures. Train associates to occasionally award a “wow moment” to a casual shopper who’s on the brink of becoming a brand loyalist.
Encourage Authentic User-Generated Content (UGC)
Nothing cements brand enthusiasm like the act of them publicly endorsing your store. When casual shoppers start posting on social channels about your products, they’re effectively declaring, “I like this brand enough to show it off to the world.” That public statement can accelerate their internal sense of brand loyalty… not to mention the wonders it will do for bringing their circle of friends and family into your fold.
How to Implement:
- UGC Campaigns: Run contests or challenges: “Snap a pic of your favorite outfit from our new collection and tag us for a chance to be featured.”
- Spotlight Casual Shoppers: Don’t just feature your super-fans. Sometimes highlighting a less frequent but enthusiastic shopper can encourage others. They’ll think, “Hey, maybe I can be in the spotlight, too!”
- Easy Submission: Provide an obvious path for content submission. An email, a hashtag, or a direct upload link. Lower friction = more participation.
Pro Tip
When a casual shopper sees their photo featured in your Instagram feed or store signage, it sparks a powerful sense of belonging and pride. You’ll be amazed how a single repost can transform them into an outspoken champion.
4. Endear’s Brand Enthusiast Engagement Timeline
Let’s visualize a casual shopper’s transformation into a brand enthusiast using a fictional persona, “Talia.” Talia discovered your brand via a social media ad, bought a discounted sweater online, and left a decent but unremarkable review. She’s a classic casual shopper: sporadic visits and not particularly loyal, yet. Here’s how you might guide her:
Purchase + 1 Week: Talia gets a follow-up “Thank You” SMS email referencing how great the sweater pairs with the brand’s new autumn boots. She might not bite immediately, but she feels a bit more seen.
2 Weeks: Talia receives a short, heartfelt email about your brand’s origin. She learns that your brand locally sourced most of your materials.
1 Month: A personal note from “Sarah, your stylist” invites Talia to share a selfie in her new sweater for a chance to be featured on the brand’s Instagram.
2 Months: Talia gets an email about your loyalty program, showcasing actual user stories. She sees pictures of everyday fans who apparently love the brand. She signs up to get more discounts and “insider perks,” because why not?
3 Months: Talia’s second purchase triggers a gift in her package: a small matching scarf. Also included is a handwritten note from Sarah, who says, “Couldn’t resist sending you something to complete your cozy autumn look.” Talia shares it on her Instagram.
4 Months: Talia is invited to your brand’s local holiday event. She decides to drop by, because she’s feeling good about your brand since she’s wearing your scarf and sweater regularly. In-store, she finally meets Sarah and another staffer. They make her feel welcome, show her new items, and mention that Talia’s loyalty tier has advanced.
6 Months: Talia is now an active online group member, occasionally posting her own styling tips. She receives a “You’re Officially a VIP!” email with a code for 20% off. She’s excited to share a brand referral code with her best friend, who’s been eyeing Talia’s outfits.
8–12 Months: Talia’s brand enthusiasm is now self-sustaining. She’s likely to keep shopping, checking your community for updates, and sharing her experiences. Mission accomplished!
5. Training Your Team for Clienteling Experiences
No matter how perfect your CRM segmentation or loyalty program may be, your in-store and online support teams are the real heroes actually executing these strategies. A shopper might receive the best welcome email in the world, but if they visit your store and get a lukewarm reception, the spell can be broken.
Onboard Staff to the Brand Mission
Ensure every team member understands your brand story, values, and tone. If a casual shopper asks, “Why should I keep shopping here?” your staff should respond with a genuine, heartfelt answer that aligns with your brand’s ethos.
Empower Teams with CRM Data
Tools like Endear allow sales associates to see a shopper’s purchase history, preferences, or even notes about previous interactions. Train your staff to reference this data naturally in conversation:
- “I saw you got that denim jacket last time—you might love these matching boots.”
- “Last time, you mentioned you were into minimalistic jewelry. Let me show you our newest line!”
Incentivize Relationship-Building
Consider rewarding sales associates not just for raw sales numbers, but for goals (or KPIs, even) such as:
- Positive Customer Feedback
- Retention Rates (Did the shoppers they assisted come back?)
- Loyalty Program Sign-ups
When your employees are motivated to cultivate relationships rather than merely ring up transactions, the entire brand experience feels friendlier and more genuine.
6. Measuring Progress and Refining Your Approach
You know what they say: you can’t improve what you don’t measure. While your ultimate goal is to cultivate a tribe of brand enthusiasts, you’ll want some practical metrics to see how you’re doing.
Key Metrics to Track to Gauge Loyalty
- Repeat Purchase Rate: How many of your casual shoppers return for another transaction within a set period (e.g., 3 or 6 months)?
- Loyalty Program Conversion: Of the shoppers who sign up, how many actually engage with the program to earn points or redeem rewards?
- Average Order Value (AOV): Does it increase over time for repeat shoppers? Enthusiasts often spend more per order.
Net Promoter Score (NPS): Survey your audience periodically. Those who give you a high rating (9 or 10) are your brand enthusiasts. Are these numbers trending upward?
Test and Iterate
Don’t be afraid to experiment. The best brands are trailblazers, not just followers. Try an event-based approach one quarter, then pivot to heavier personalization the next. See which campaigns yield spikes in store visits, loyalty memberships, or user-generated content. The beauty of having a solid CRM like Endear is that you can track these changes and respond nimbly. If a new tactic flops, you’ll know quickly. If it succeeds, double down.
Casual Today, Enthusiast Tomorrow
Converting casual shoppers into die-hard brand enthusiasts is no small feat. It requires a blend of psychology, timing, story-driven marketing, and genuine human interactions. From the moment they drop by your store or website, you want to communicate that your brand is more than just products—it’s an experience, a story, a community, and a relationship.
Above all else, this process should feel authentic. Forced hype or generic discount blasts may momentarily boost sales, but they rarely inspire loyalty. Instead, focus on empathy, understanding, and a genuine desire to make your shoppers’ lives better (or more fun!) with your products and brand ethos. That’s true clienteling and that's how you win over hearts.