opinion

How to Build Retail Customer Loyalty Through Connection

How to Build Retail Customer Loyalty Through Connection

The most valuable part of any business is the customer, so it’s no wonder that Get to Know Your Customers Day is celebrated not just annually, but quarterly. This year’s first installment is coming up January 18, offering a timely reminder of why understanding and engaging with your customers is so important — especially in a competitive sector like the pleasure industry.

Adult retail customers are in the market for more than just products. They’re looking for experiences that are welcoming, inclusive and empowering. Trust, comfort and discretion drive their decision-making. That’s why knowing who your customers are, what they want, how they shop and what makes them feel valued isn’t just good practice; it’s essential for standing out in a crowded market and establishing meaningful, lasting relationships that generate loyalty and repeat business.

Getting to know your customers is about creating a culture of appreciation and showing them they’re more than just a transaction.

Let’s dive into some strategies for creating an environment where customers feel seen, heard and motivated to return.

Personalize the Experience

Customers appreciate interactions that feel tailored to their needs. Even small gestures in this direction can create a big impact. To that end:

  • Use purchase history and preferences to craft personalized “thank you” messages or product recommendations. For example, send loyal customers a “We Thought You’d Love This” email featuring curated picks based on their past orders.
  • Train in-store teams to recognize and greet repeat shoppers with genuine enthusiasm. A simple “I remember you loved [product] last time — how was it?” creates a sense of connection.

Host Events That Foster Connection

In-person and virtual events offer unique opportunities to engage customers while learning more about their preferences.

  • Organize a “Getting to Know You” day where customers can provide feedback, explore new products and enjoy exclusive perks.
  • Partner with manufacturers to host interactive workshops or demonstrations. For example, a “Couples Connection” night could showcase popular Valentine’s Day items while inviting questions and conversations.
  • Use these events to collect insights, whether through casual conversations or structured surveys, to better understand what resonates with your audience.

Engage Digitally for Broader Reach

For ecommerce businesses or hybrid models, Get to Know Your Customers Day is the perfect chance to connect with online shoppers.

  • Launch a survey campaign to gather insights into what customers love about your store and what they’d like to see improved. Offer a small reward for participating, like a discount code.
  • Use social media polls or Q&A features to interact with followers. Asking “What’s your favorite product category?” or “What new features would make shopping easier?” provides valuable data while boosting engagement.
  • Highlight customer testimonials or spotlight regular shoppers to show appreciation and build community.

Empower Staff to Drive Connection

A strong customer connection starts with a motivated and informed team. The better your staff understands your customers and feels empowered to engage with them, the better everyone’s overall experience will be. Steps for helping your team connect with shoppers can include:

  • Recognition: Acknowledge your team’s contributions to customer relationships, whether through shoutouts in team meetings or small rewards for providing outstanding service.
  • Training: Equip your staff with tools to better understand customers, from product knowledge sessions to workshops on empathetic communication. Confident, informed employees create positive experiences that customers remember.
  • Empower feedback loops: Encourage employees to share their observations about customer behavior and preferences. Their insights can provide valuable data for improving operations.

Strengthen Manufacturer Partnerships

Standing right behind you and your staff, playing a critical role in helping retailers connect with customers, are manufacturers. Here are some ways to take full advantage of your manufacturing partners’ resources and expertise to enhance your efforts, particularly during events like Get to Know Your Customers Day:

  • Leverage educational tools: Use manufacturer’ product training videos, marketing kits or expert-led sessions to bolster your team’s ability to inform and engage.
  • Co-host events: Collaborate on workshops or in-store demonstrations that showcase the unique features of specific products. That way, customers gain knowledge and manufacturers build brand affinity.
  • Create co-branded offers: Partner with manufacturers to develop exclusive promotions or bundles tailored to customer preferences.

Build Relationships That Last

Ultimately, getting to know your customers is about creating a culture of appreciation and showing them they’re more than just a transaction. Get to Know Your Customers Day is an excellent starting point for accomplishing that, but the real power lies in making these practices a year-round focus. Understanding and catering to your customers is an ongoing process that involves listening, adapting and staying proactive.

Loyalty programs are one great way to keep the conversation going. Go beyond traditional discounts to offer meaningful perks, like early access to new products, invitations to exclusive events, or personalized recommendations. Similarly, follow-ups after purchases — “How are you enjoying your new…?”— demonstrate care and build trust.

Get to Know Your Customers Day isn’t just a checkbox on the calendar. It’s a chance to foster deeper connections and set the stage for long-term loyalty and growth, whether through in-store interactions, online campaigns or behind-the-scenes empowerment of your team. Loyalty is even more critical given the unpredictable ebb and flow of today’s economy. When consumers tighten spending, they become even more selective, gravitating only toward brands that provide exceptional value and connection. As the pleasure industry continues to evolve, businesses that prioritize relationships and take the time to truly know their customers will be the ones that succeed.

Ian Kulp is Blush’s director of marketing and a passionate advocate for inclusivity in sexual health and wellness.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
profile

Good Relations Fosters Sex Wellness, Positivity for 40+ Years

Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.

Quinton Bellamie ·
opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
opinion

Gender Play Gets Creative With Fantasy Toys

Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.

Rin Musick ·
opinion

How Sex Toy Retailers Can Better Support Marginalized Communities

As someone who has been in the industry since 2003, I’ve seen countless trends, products and marketing strategies come and go. Yet one thing has remained consistent: a significant gap in how sex toy retailers serve marginalized communities.

Kimberly Scott Faubel ·
Show More