Crafting a Seamless Customer Journey for Loyalty

The world preaches loyalty, but how many brands actually live it? Last month, I got an invite to something called Summer Smash, 1st Phorm International's invite-only community event in St. Louis. Think three days of HQ tours, private pre-parties, high-energy workouts, rides, and live music from artists like Ludacris, Lil' Jon, Pitbull, and Steve Aoki. The whole thing sells out in under a minute each year. Pure community building at it's finest. I couldn't make it due to personal obligations, but here's what blew me away: they still sent me a surprise box packed with over 10 of their top products (proteins, apparel, energy drinks, protein sticks), plus a handwritten note that felt genuinely personal, not like a marketing ploy. We've gotten so caught up in digital tactics that we've forgotten about the power of high-touch moments that forge actual emotional connections. This kind of follow-through is almost unheard of in today's brand world. Most companies would've moved on to the next person on their list. But 1st Phorm gets something that a lot of brands miss: real loyalty isn't built through campaigns or offers, it's built through experiences that make people feel like they belong to something bigger. That's where lifetime value really takes off. Summer Smash is far beyond just an event; it's the kind of experience that flips the loyalty script entirely, where customers don't just buy, they simply belong. Here's what I think other brands can learn from this approach: ➟ Send unexpected value for no reason. A surprise product or handwritten note shows customers they matter beyond their purchase history. ➟ Build exclusive communities around shared values, not just products. Whether it's in-person events or virtual experiences, give your best customers something they can't get anywhere else. ➟ Create moments people actually talk about. A few hours with A-list talent or behind-the-scenes access beats another discount code every time. ➟ Lead with gratitude, not growth metrics. When thank-you moments drive your strategy instead of the other way around, authenticity follows naturally. The bottom line: loyalty is earned through emotion, experience, and belonging. If your brand isn't building that, you're just another transaction in someone's day. When did you last surprise your customers with something that wasn't even on your roadmap?

I have been in business for over 17 years and made customers hundreds of millions of dollars and a theme I see holding brands back? Retention tactics that fall flat (and irritate your customers).  We often talk about things like loyalty programs, steep discounts, things you can add to an order to beg them to come back. What most of these have in common is that they feel half baked to the customer. When you execute a retention strategy there is no one size fits most. It HAS to be bespoke because your customers are unique. Let’s talk about this in the context of my favorite luxury good: eggs. I am not brand loyal to an egg seller. I buy whatever the midtier eggs are in the grocery store that look good. Yesterday I bought these Vital Farms eggs and I am very likely to go back. What has made me loyal to this brand. On shelf experience: Look at how pretty this carton is. It is recyclable etc but it is also SO pretty. Noticeable on the shelf without falling into the current screaming neon food pack trend. It's lovely and feels like the brand. Homey, pretty, reminds me of the flowers at farm stands. Surprise and delight: the chicken news pamphlet. I squealed. It’s this adorable little pamphlet that has a little chicken news article on it, a celebrated chicken and jokes?  Charming, wholesome, brought a smile to my face. This isn’t random coupons in a bag, this is both clearly effort and clearly aligned to what their customer base likes (you know kids must love these) Clear customer journey: There is a little label on the end that states what farm the eggs came from, which is there to be authentic, let you get closer to your food and be less mindless. But look at the picture, it’s blank. At first I was disappointed that I had been taken in by marketing. But look at the bottom of the white area “Not stamped? Check the other side!” THIS is how you communicate to your customers. You don’t make them figure it out on their own, you don’t leave their journey to chance. Communicate clearly. That is luxury behavior. This is how you show a customer you want them to come back.  This is how you retain a customer. The only way to do this well is to be VERY close to what your customers actually want. This is simple and not easy, of course, but when you take the time to do it, it shows. No 70% off needed. No 5 emails a day. No loyalty points to collect. Listen and respond. Karen Anderson Elizabeth Kressel would love your takes! #retention #commerce #retail #sales