Why Top Spenders Should Be Your Revenue Anchor in Retention Strategy

Most loyalty programs are broken.

They reward volume, not value. And they treat every customer the same — regardless of spend or frequency.

A comprehensive analysis of $1.2B+ in e-commerce data across 1.7M customers. The findings?

Brands that prioritize their highest-spending customers are growing 3X faster than those relying on broad loyalty.

Case in Point:

• Sephora revamped their loyalty into a tiered system, giving premium perks to Rouge members.

• Starbucks uses machine learning in their app to segment users and offer personalized deals — no more flat rewards.

This isn't about big budgets — it's about data efficiency.

Here's the science behind high-value retention:

1. CLV, AOV, Purchase Frequency → Core metrics to identify your real drivers of growth.

2. Customer Segmentation → Helps route offers, messages, and experiences based on potential.

3. Behavioral Triggers → Personalize with app notifications, emails, and loyalty incentives that align with habits.

4. Feedback Loops → Analyze mobile app data to adapt and optimize based on behavioral and purchase data.

Even smaller stores can do this with basic CRM, app analytics, and targeted outreach.

Focus less on keeping everyone happy.
Focus more on keeping your best customers hooked.

That’s how you turn customer data into a growth engine.