The Truth About Loyalty: Why Your Shopify Customers Don’t Actually Care About Your Points Program

Let’s kick this off with a little truth bomb: your Shopify loyalty program might be... well, useless. Okay, not totally useless, but it’s probably not doing what you think it’s doing. Points, punch cards, rewards... those things nudge behavior, sure. But they don’t create actual loyalty. You know, the kind of devotion that makes customers rave about you to their friends and refuse to shop anywhere else, even if it’s less convenient.

That’s what I dove into on today’s podcast episode. And wow, this one hit a nerve. We’re talking about real customer loyalty—how it’s built, what brands get dead wrong, and the subtle art of blowing your customer’s mind with a well-timed, genuine act of kindness. And yes, we talk about free coffee, Chewy.com, dead dogs (it’ll make sense), and how your Shopify store can stop bribing people and start building relationships.

Let’s break it down.

Punch Cards and Points Aren’t Loyalty

A friend of mine told me he’s been buying the same pair of Converse sneakers for 30 years. I asked why. His answer? “They just fit well.” Not because of branding. Not because of emotional attachment. Just comfort and consistency.

That’s not loyalty. That’s convenience.

The same thing applies to Shopify merchants. Most customers aren’t coming back because of how connected they feel to your brand. They’re coming back because it’s easy, or they like your product, or you keep sending discount codes like a desperate Tinder date.

Now don’t get me wrong, rewards programs do work to encourage repeat purchases. In fact, 75 percent of consumers say they’re more likely to buy from a brand that offers a loyalty program. But here’s the kicker: only 22 percent actually feel emotionally connected to a brand. That’s a massive gap.

So how do we close it?

Real Loyalty Starts with a Human Moment

Think about this: you walk into your regular coffee shop, and instead of them stamping your punch card, the barista smiles and says, “Hey, this one’s on us today.” No reason. No catch. Just because they noticed you’ve been around.

What are the chances you tell someone about that moment? Pretty high. Probably within the hour.

That, right there, is the emotional connection we’re chasing as Shopify merchants. It’s the unexpected gesture that shifts a transaction into a relationship.

One of the best examples out there is Chewy.com. When a customer’s pet passes away, Chewy not only refunds the next subscription order but also sends flowers. That’s a $30 bouquet that creates a lifetime customer. Not because they earned points. But because the brand did something kind.

Don’t Bribe. Delight

The goal here is intrinsic motivation. You want your customers to shop with you because they genuinely want to, not because you dangle rewards in front of them like dog treats.

How do you do that? Small, thoughtful, non-transactional acts.

Here’s a killer Shopify strategy you can swipe:

• If you sell subscriptions (say, coffee), send your customer an extra bag after six months with a handwritten note. Tell them it’s not for them, it’s for a friend. Include a QR code so their friend can try a free month.
• If you sell one-time products, schedule a check-in 30 days after purchase. Offer a free upgrade or accessory that complements what they bought.
• If something goes wrong, don’t just refund and apologize. Go above and beyond. Overnight a replacement. Send a bonus gift. Fix it in a way that surprises them.
  

These things don’t have to cost a lot. They just have to feel real.

Customer Experience is the New Advertising

Here’s where it gets good.

According to Forbes, 96 percent of customers say customer service is important in their choice of loyalty to a brand. And guess what? It’s a better marketing tool than Instagram ads. A $10 gift to a customer has more staying power than $50 in Facebook traffic with a 1.2 percent conversion rate.

Why? Because your happy customer becomes your best influencer.

And here’s the magic: when you surprise them with a thoughtful gift, they’ll likely share it. With friends. On social. In your DMs. Suddenly, you’re not chasing new customers with discounts. They’re coming to you with trust already built.

Angry Customers Are a Gold Mine

Sounds backwards, right? But think about it.

Someone yells at you in ALL CAPS because their Shopify order is late. You want to blame UPS. Resist. That same emotion, rage is a signal they care. If they didn’t, they wouldn’t bother emailing.

So instead of blaming the carrier, take responsibility. Fix it. Then offer something extra. A digital gift card. A bonus item. A sincere message that shows you're human.

Nine times out of ten, you’ll turn that angry customer into your loudest advocate.

Final Thoughts

Loyalty doesn’t come from technology. It comes from thoughtfulness.

So yes, use your Shopify loyalty app. Run your punch-card program. Just don’t expect it to win hearts on its own. Layer in the human stuff. The handwritten notes. The unexpected gifts. The extra mile.

Your customers will feel it. They’ll talk about it. And most importantly, they’ll come back.

Ready to Build Real Loyalty on Shopify? Try These Tools:

• Handwrytten: https://www.handwrytten.com
• Judge.me (for killer review social proof): https://judge.me
• Gorgias Helpdesk (to personalize customer support): https://www.gorgias.com
• Shopify Loyalty Blog (for ideas that go deeper): https://www.shopify.com/blog/customer-loyalty
• VideoWise (turn customer love into video): https://www.videowise.com
• Bold Commerce for Shopify: https://www.boldcommerce.com/shopify

Let’s stop bribing customers and start giving them stories to tell. You’ve got the power to make someone’s day. Now go use it.