5 Ways to Turn First-Time Buyers into Loyal Fans (Featuring Cuura)
By EasyStore Team · 3rd August, 2025
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5 Ways to Turn One-Time Buyers into Loyal Fans (Featuring Cuura)
Getting a customer to make their first purchase is a milestone, but turning that one-time buyer into a loyal fan? That’s where customer experience strategies come in.
It’s not just about the product. It’s about the experience that follows, the way a brand makes a customer feel seen, supported, and confident enough to return again and again.
One brand doing this beautifully is CUURA, a Malaysian skincare brand founded by Sarah Shah Nor. Known for their clean, vegan, and halal-certified formulations, CUURA has built more than just a product line, they’ve built a skincare lifestyle that customers want to stay a part of.
Most of CUURA’s customers arrive with a specific skincare concern, but what keeps them coming back is the way the brand walks with them through every step of their journey.
With two physical locations (TRX Mall and KL East Mall), an online store, and a spa experience center, CUURA delivers a consistent, connected experience across every touchpoint, the kind that builds loyalty naturally.
So how exactly do they do it? Let’s explore five loyalty-boosting tactics CUURA uses, and how you can bring these strategies into your own business.
1. A Special Thank You Message for First-Time Buyers
Most thank-you emails sound transactional:
“Thanks for your order. We’ve received your payment.”
CUURA, on the other hand, starts the relationship with emotion:
“We can’t wait to see you ✨glow✨ on your CUURA journey.”
Why this works:
It’s more than a thank-you, it’s an invitation to join something meaningful. This makes customers feel they’re not just buying a product, but beginning a journey with care and guidance from a trusted brand. Here's what you can try:
- Craft a thank-you message that reflects your brand voice and makes customers feel genuinely appreciated.
- Add a next-step CTA, like a voucher for their second purchase, a skin quiz, or tips to get started with the product.
- Include a soft-touch invite to join your brand community (e.g. WhatsApp group, private FB group, or newsletter with insider tips).
2. A Skincare Checklist That Guides Them To Their Next Checkout
From the very first visit to CUURA’s website, customers are thoughtfully guided through their skincare journey.
Skincare sets are clearly categorized by skin concerns like Pore Care, Uneven Skin Tone, Oily/Combination, Dry/Sensitive, Acne, Hypersensitive, and Basic Essentials, so shoppers can easily find what fits them.
But CUURA doesn’t stop at helping customers choose their first product. They also provide beginner-friendly guides and checklists to help customers build a complete skincare routine.
This gives customers a clear sense of what to buy next, encouraging them to come back to complete their full set, whether it's a toner to follow their cleanser, or a serum to complement their moisturiser.
Why it works:
Customers don’t feel overwhelmed or unsure. Instead, they feel informed, supported, and confident and that trust leads to repeat purchases. Try this:
- Organize your products by use-case, customer concern, or lifestyle (e.g. “Morning Routine for Oily Skin”).
- Offer a downloadable or interactive checklist that helps customers track what they’ve bought and what they might need next.
- Add product suggestions right after checkout — “Complete your routine with...” or “Pair it with this.”
3. Loyalty Program That Celebrates the Customer, Not Just the Cart
From their very first purchase, customers are instantly rewarded with a 5% discount and 1,000 "CUURA Coins", a term the brand coined to make rewards feel more personal and distinct.
These CUURA Coins can be used not only for product discounts but also for spa treatments at CUURA’s experience center, turning loyalty into a lifestyle.
To deepen engagement, CUURA also offers a tiered membership system. With three levels to unlock, customers gain early access to product launches, exclusive offers, and more, rewarding both their purchases and ongoing relationship with the brand.
Why it works:
It feels relevant, flexible, and rewarding. Customers feel they’re receiving real value beyond just discounts. Try this:
- Brand your loyalty points with a unique name to make it feel more exclusive.
- Set tier-based loyalty programs that make customer excited to unlock better rewards.
- Let customers redeem points for both purchases and experiences that showcase your brand values.
4. Connect the Dots Between Every Visit With An Mobile App
A first-time purchase might happen online. The second? At the spa. The third? In-store with advice from a friendly staff member. But to the customer, it all feels like one continuous journey with CUURA’s Shopping App.
Through the app, customers get full access to their membership perks including CUURA Coins, skincare preferences, and past purchases follow them everywhere, like it’s a personalized skincare journal in their pocket.
More importantly, the human touch stays present. CUURA’s staff use this connected profile to pick up where the app left off, offering relevant advice, remembering your last purchase, and recommending what their skin needs next.
Why it works:
Customers return to brands that remember them. When your mobile app becomes the bridge between every visit and every team member, your brand feels present, everywhere. Try this:
Let your mobile app carry your customer’s journey, not just their transactions.
Sync rewards, memberships, and preferences across all touchpoints.
Equip staff to use customer profiles to provide more personal, impactful service.
5. Automated Follow-Ups That Create Desire
After every purchase, CUURA continues nurturing the relationship, but with empathy, not pressure. Instead of blasting promotions, they send gentle nudges: skincare reminders, glow-up tips, seasonal self-care ideas, and heartfelt check-ins.
These messages are shared via email, app notifications, and social platforms, always in a tone that feels like a caring friend, never a sales pitch.
The result? Customers feel supported, not spammed, and that emotional bond becomes a reason to return.
Why it works:
When post-purchase communication feels like care, not a sales tactic, customers stay open, engaged, and emotionally connected to your brand. Try this:
- Create a post-purchase journey: Week 1 = product tips, Week 2 = check-in, Week 3 = suggest what’s next.
- Use warm, conversational copy that feels human (e.g. “How’s your skin feeling today?” or “Hope your glow-up is going well!”).
- Time your follow-ups around the product lifecycle, like refill reminders, not generic blasts.
Want to Build Loyalty Like CUURA?
Loyalty doesn’t come from flashy discounts or hard-selling, it comes from care, consistency, and a brand experience that customers genuinely enjoy returning to.
CUURA proves that when you listen to your customers, respect their values, and help them feel seen at every step, they don’t just buy. They stay, share, and become your biggest fans.
Make Customers Love Buying from You
EasyStore empower brands to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that customers love.
Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.
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