Building customer loyalty with on point retail copywriting

by Colm Hebblethwaite

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There’s a science to customer loyalty, and it starts with touchpoints. Customers who have positive experiences with your company at every point in the research and buying processes are much more likely to become repeat customers and brand advocates.

Improving every one of your company’s touchpoints means getting savvy with your content strategy and retail copywriting. Here’s how to do it.

Touchpoint 1: Your website

Keep it clear and useful

Today, physical stores are only one ingredient in the retail mix. Shoppers are increasingly researching online before stepping into a shop. They may also take a look at an item in store first and then purchase it online later. Either way, purchasers are likely to come into contact with your website.

This is where your digital content strategy starts. Your website needs to be clear, easy to navigate and contain useful information that customers can engage with.

Product descriptions

Good retail copywriting can add value and drive sales at every stage of the purchase process, and product descriptions are an important example. If you’re selling a jumper, tell potential buyers how to wear it, the occasions it would work for and what it will look good with.

It’s all about inspiring people to buy, and showing the benefits of what you do is integral to successful retail copywriting. But there is a balance here. Language that is too flowery and doesn’t give people the information they need is likely to turn potential customers off. People still want to know what the jumper’s made from, the fit and whether or not they can put it in the washing machine.

Here’s an example:

This classic textured cable knit jumper is a perfect base for any winter outfit. Its twisted charcoal yarns are 100% cotton and machine washable, so you can be sure it will see you through winter for years to come.


Emblazoned with a proud stag badge on the chest, this jumper is great for chilly winter hikes or cosy nights around a campfire. 

Which is better?

Clever CTAs

Whether you want your customers to sign up to a newsletter, buy a product or get in touch to find out more, you need to make the process simple and appealing.

There are lots of creative tactics here, from choosing certain colours to making the form simple to fill out without having to give too much personal information. Generally, writing in the first person and using active verbs creates a more personal experience.

Test it

The only way to find out if your website is working well is to test it. Using web analytics and usability testing, you can see exactly how both potential and actual customers are interacting with your site. Try to identify the difference in experience between those that browse without buying and those that actually make a purchase. Here are some key questions to ask:

  • Are users having trouble finding the pages or information they want?
  • Do they understand the purchase process or the wording on the site?
  • Is the design or navigation making the purchase harder than it needs to be?

Touchpoint 2: Your company communications

Just like your visual branding, your verbal branding needs to be consistent for every touchpoint. Tone of voice and style go beyond content creation – they’re integral to all communications.

Once your tone of voice is in place, you can make sure every part of your company is communicating in the same way, with a shared set of brand values and verbal identity.

Email confirmations

The purpose of an email confirmation is to let customers know that you’ve done your job. But does it have to end there? Typically ‘functional’ communications like this are another area where effective retail copywriting can bring additional value.

For example, you can use your confirmation as an opportunity to offer more help. Digital rail and coach ticketing platform Trainline sends weather details for the user’s chosen destination. This small but useful extra helps every customer feel like they’re getting a personalised, friendly and valuable service, not just a train ticket.


Why should someone sign up to your newsletter? While newsletters have developed a reputation as thinly veiled sales tools, they do still have value if you use them correctly. Make sure yours has something helpful to offer.

From tips and advice to special deals, tell people what you will write about when they are signing up to explain the value.

Touchpoint 3: Social Media


If you’re using social media as part of your digital content strategy, you’ve got to have a reason for doing it beyond the fact that everyone else is. A well-thought-out campaign can get your company on the front page of national newspapers. Equally, a poorly thought-out one can too.

Use the platform to create a distinct brand personality. Start with your tone of voice and what it says about your brand to get you thinking about what to post, share and comment on. You can afford to be a bit more playful on social media, but ultimately it has to be a dialled up version of your existing brand/tone of voice; otherwise, people will doubt your authenticity.


Cunning shoppers are turning to social media to complain because it’s a quick way of getting a reply. By publicly airing their grievances, they’re putting your brand’s reputation at stake. Make sure you keep on top of any complaints by replying quickly, personally and with a useful answer.

Knowing when to call in the experts 

The trick with effectively building brand loyalty through every customer touchpoint is to use your retail writing as an opportunity to offer extra value. But there are no quick fixes here. Everything you do needs to be grounded in strategy and spoken with a consistent tone and brand personality.

This is where we can help. Whether you need help with your tone of voice or your social media posts, we can make sure every communication adds value and drives your commercial performance.

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