What marketing strategies has iHerb used to grow its customer base and brand loyalty?

iHerb has employed a combination of digital marketplace expansion, social commerce engagement, affiliate marketing, data-driven performance marketing, and operational excellence to grow its customer base and build brand loyalty.

Key strategies include:

• Expanding presence on major global marketplaces such as Amazon, Walmart, Target, eBay, Rakuten, JD, Tmall, and Coupang. This allows iHerb to tap into established customer bases and integrate into local shopping habits, increasing brand discovery and accessibility worldwide.

• Leveraging social commerce platforms like TikTok, Facebook, and Instagram to engage a younger generation of customers who value convenience and trending wellness products. This approach drives customer engagement and growth by connecting directly with consumers on platforms they frequent.

• Affiliate marketing programs launched since 2018, focusing on partnerships with coupon and loyalty sites. iHerb optimizes commission rates based on partner roles in the sales funnel and potential traffic growth, while closely collaborating with key partners to keep them informed about offers and new products. This strategy supports both customer acquisition and brand awareness.

• Using advanced monitoring tools such as BrandVerity’s Paid Search Monitoring to protect marketing spend and ensure compliance within affiliate programs, preventing fraudulent activities and maintaining brand integrity.

• Data-driven performance marketing with a strong emphasis on analytics, A/B testing, and continuous optimization across paid search, social, display, and video advertising. This approach helps identify growth opportunities and improve campaign effectiveness, particularly in key regions.

• Operational improvements including fast global shipping (average under five days), multiple logistics centers, reduced shipping costs, and expanded shipping methods. Offering free shipping in many countries and managing duties and taxes enhances customer convenience and satisfaction, reinforcing loyalty.

• Broad and dynamic product portfolio expansion, sourcing hundreds of new brands and thousands of SKUs, including collaborations with well-known wellness and beauty brands. This variety attracts diverse customer segments and supports repeat purchases.

Together, these strategies create a seamless, convenient, and trustworthy shopping experience that drives both new customer acquisition and long-term brand loyalty for iHerb.