Your customer loyalty data is one of the most underused growth levers in eCommerce. It tells you what keeps customers coming back and how you can get more to do the same.
But so few brands are collecting the right type of loyalty program customer data, and even fewer act on it. This data can quickly become an engine that powers smarter marketing, stronger retention, and higher customer lifetime value. This chart shows the most important data points for Shopify brands:
Learn more about how to gather and utilize this customer loyalty data to boost retention for your brand. We’ll empower you to turn insights into action below, from personalizing rewards to uncovering high-value segments and gauging your loyalty program ROI.
Brands on Rivo are seeing a 52x ROI, a 3.1x improvement in repeat purchase rate, and with integrated Shopify customer accounts, you can learn more about the people that move the needle for your brand and what they want. Take the next step today!
“The reward system setup is much simpler and more convenient compared to other apps. Even if there are aspects you’re not familiar with, the support team responds quickly and works hard to resolve any issues.” - SUNGBOON EDITOR
“Good program, easy to setup and great support. Help us a lot while setup the program.” - Netsaypro
“We have been using Rivo for just about a year now across both of our websites. We have been so happy with the Loyalty program, it's setup, and it's response from our customers!” - Struck Apparel
What is Customer Loyalty Data?
Customer loyalty data tells you why people stay loyal. It’s the behavioral and emotional footprint of your best customers: how often they shop, what motivates them to engage, and how connected they feel to your brand.
It gives Shopify brands a concrete way to understand retention, uncover high-value segments, and personalize every experience that keeps customers coming back.
How Loyalty Data Is Collected
Loyalty data is collected across every touchpoint where your brand interacts with a customer - from purchases to post-purchase engagement. Here’s where most Shopify brands get their data:
- Loyalty program activity: Points earned and redeemed, tier progression, referral participation.
- Transactional behavior: Order history, average order value (AOV), frequency of repeat purchases.
- Engagement signals: Email and SMS open rates, reward redemptions, website logins, app sessions.
- Feedback loops: Net Promoter Score (NPS), reviews, and satisfaction surveys.
These sources are synced through tools like Rivo, Shopify, and Klaviyo.
Most Important Customer Loyalty Data Points
There are quite a few KPIs you’ll want to keep track of so you can get the full picture on just how loyal your customers are and what makes them loyal:
- Repeat Purchase Rate: Measures how often customers return - the backbone of retention.
- Customer Lifetime Value Quantifies long-term revenue per customer, guiding where to invest in loyalty.
- Points Earned vs Redeemed: Shows how engaged members are with rewards and incentives.
- Tier Progression and Retention: Identifies your most loyal members and what keeps them active.
- Referral Participation: Indicates how often customers advocate for your brand.
- Average Order Value: Reveals upsell and cross-sell potential.
- Net Promoter Score: Captures emotional loyalty and satisfaction - the “would you recommend us?” moment.
While you might be most interested in a couple of these depending on your goals, each is important for its own specific reason. Let’s take a closer look at what you can do with loyalty program customer data below.
What You Can Do With Loyalty Program Customer Data
Once you’ve gathered insights from your loyalty program, you can use them to personalize experiences, strengthen retention, and even influence product strategy. Here’s how leading Shopify brands are putting that data to work.
Personalize Marketing and Rewards
Customer loyalty personalization is the most powerful way to leverage data. After all, customer retention statistics show that 64% of consumers will spend more on a brand that remembers them and offers a personalized experience!
What exactly can you do with customer loyalty data, though? This lets you segment audiences based on preferences, habits, and value to your business. You can create tailored offers that actually resonate.
For instance, a customer who buys skincare monthly could get sent early access to restocks or bundle discounts. Someone with unused points could get nudged with a reminder and a personalized product recommendation.
Integrations between Rivo, Shopify, and Klaviyo make this easy. You can effortlessly automate reward emails, birthday perks, and VIP promotions based on real-time data instead of guesswork.
Drive Product and Merchandising Insights
Every point earned, reward redeemed, or product purchased is a feedback signal. High redemption rates for certain items show what customers truly value, while low engagement can flag underperforming products or reward tiers.
Tracking which rewards drive repeat purchases helps you refine not just your program, but your overall product mix. Loyalty data can even reveal opportunities for cross-selling, like discovering that customers who buy candles often use points on diffusers
Strengthen Retention and Brand Advocacy
Loyalty program data also uncovers who your most loyal advocates are. You can identify top spenders, consistent redeemers, and high-referral customers - and reward them accordingly. They deserve exclusive experiences, sneak peeks, or higher-tier benefits.
On the opposite end of the spectrum, you can monitor inactivity or churn among lower-tier members and put campaigns in place to win them back before they disappear for good.
Gauge Loyalty Program Impact
You’ve probably heard all about the benefits of rolling out a Shopify loyalty program with Rivo. More than 7,000 brands use our platform, and the case studies we’ve put out are impressive:
- Rylee + Cru earned $2.4 million in loyalty-driven sales.
- Ultra Football brought in $800k in loyalty revenue in less than 6 months.
- Hexclad attributed $450k to Rivo in the first 90 days.
These are just a few of the many success stories from brands using Rivo. Without customer loyalty data, these brands wouldn’t really have any idea of just how effective their efforts have been.
Metrics like repeat purchase rate, LTV, and NPS show whether your loyalty program is actually influencing customer behavior. For example, if customers who redeem rewards buy 40% more often, you have tangible proof that the program is working.
At that point, it becomes a no-brainer to invest more time and resources into your loyalty program. Rivo’s built-in loyalty program analytics make it easy to track trends over time and easily connect loyalty performance with real revenue outcomes.
Tips to Start Using Customer Loyalty Data Smarter
Loyalty data is powerful, but only when it’s connected, analyzed, and acted on in the right way. Many Shopify brands collect the right information but never use it to drive measurable results. Here’s how to start getting more from the data you already have.
Connect All Your Data Sources
You can’t let your loyalty, marketing, and sales data live in silos. You’ll only see part of the picture. The smartest brands connect their loyalty platform with Shopify, Klaviyo, and other tools so purchase behavior, email engagement, and reward activity feed into a unified view.
That integration makes it way easier to spot trends, like how loyalty members respond to specific campaigns or which segments have the highest repeat purchase rate.
Segment Customers by Behavior
Move past basic demographic segmentation and focus on behavior-driven insights. For example, group customers by engagement level (frequent redeemers vs inactive members), lifetime value, or product category preferences.
This helps you tailor communication and rewards. For example, you could send “points expiring soon” reminders to inactive customers, or early access to limited drops for your top-tier members. This behavioral loyalty segmentation makes things more personal and measurable.
Turn Insights Into Action
So you’ve got all your data collected - now what? You have to actually act on it to get value from it. Data without action doesn’t move the needle. You need to create quick, automated feedback loops.
For instance, you can trigger a win-back campaign when loyalty members haven’t purchased in 90 days, or award bonus points when a new customer joins through referral. Tools like Rivo let you automate these workflows directly inside Shopify.
Stay Compliant and Respect Privacy
Customer loyalty data can be a tricky thing. You need to handle it responsibly. Be transparent about what data you collect and how it’s used, especially if you’re syncing between systems. Offer clear opt-ins and make privacy part of your brand trust.
Closing Thoughts on Loyalty Program Customer Data
As we bring this guide on loyalty program customer data to a close, remember that the real power of loyalty data isn’t in how much of it you collect - but what you do with it. It can shape better products, sharper marketing, and stronger customer relationships.
Shopify brands that track the right loyalty metrics can spot retention risks early, identify their most valuable customers, and fine-tune rewards that keep members engaged for the long haul.
Our blog has resources on topics like Smile.io vs Yotpo, ReferralCandy alternatives, and Friendbuy alternatives - but your search for the best loyalty program apps for Shopify brands ends here at Rivo.
Whether you want to get a Shopify referral program or loyalty program rolling (or both), we help you gather the right insights and turn them into results. You gain access to everything you need to measure and grow customer loyalty in one Shopify-native platform.
Start turning your loyalty data into real growth with Rivo!
