How do you achieve customer loyalty in a highly competitive retail landscape?

Erin Martin, founder of ECBG Cake Studio in Chicago, has the answer.

What started as a college side hustle became a highly sought-after custom cake brand with a fierce, loyal following. 

Her six tips for strengthening customer relationships are thoughtful, heartfelt, and incredibly relevant for any retail business.

1. Niche Down to Stand Out

When Erin started ECBG Cake Studio, she made every dessert you could think of. However, as her business grew and orders started coming in, she knew she would have to niche down. She decided to refine ECBG’s offerings to specialize in custom cakes. That decision gave her the freedom to dive deeper into her craft and establish a clear identity that customers instantly understood.

It might feel like you need to sell tons of products to see success, but that’s not always the case. A specific focus allows your business to cut through the noise and minimize customer confusion. When you’re confident about what you do best, your customers are too. So, consider your strongest category and double down. It’s one of the most effective ways to increase your retail customer base.

2. Turn Service Into a Connection

Every cake that leaves ECBG Cake Studio is one-of-a-kind. Erin and her team have established this by learning about their customers and the purpose behind each celebration. This makes  each customized creation feel even more special. 

“I find that our customers are people who are celebrating these big life moments…. we’ve done divorce cakes, we’ve done end-of-chemo cakes…. I think that people really want that special something for their celebration,” Erin explains.

This level of care shows at every step of the design process and translates into the finished product. The emotional connection is a huge part of why her customers keep returning (and refer their friends).

Loyalty doesn’t come without connection. Retailers who take the time to learn their customers’ names and personal stories, listen to their preferences, and personalize their experience stand out amongst the competition. Maintaining these personal interactions can lead to referrals, better reviews, and organic growth. 

3. Let Your Passion Shine Through

You can feel Erin’s passion in every aspect of ECBG Cake Studio. She speaks about cakes like an artist talks about paint, where each ingredient has a purpose and every design tells a story. Her energy is infectious, and it’s part of why people are drawn to her business. 

If you still haven’t hit your stride when securing loyal customers, try: 

• Sharing your “why”: Letting people know what inspired you to start and what drives you every day helps them feel closer to you and your brand.
• Showing your face (and your heart): Be visible and genuine. When people see the person behind the product, they feel more tied to the brand.
• Highlighting your favorite part of the process: Let your customers feel your energy. Talk about the retail moments you love or other parts of the process that bring you joy.
• Sharing behind-the-scenes moments: When customers get a behind-the-scenes look, like a ‘day in the life’ or a step-by-step tutorial, they feel more connected to the brand and are more likely to show their support.
• Engaging with your customers like friends: Respond to them warmly, celebrate them when you can, and learn about their lives. It will keep them coming back.

Using these tips can turn those casual shoppers into invested and loyal supporters.

4. Obsess Over Quality and Craftsmanship

At ECBG Cake Studio, good enough is never enough. Every cake represents Erin’s artistic expression, and because of this, she’s constantly exploring new textures, flavor combinations, and design techniques. That attention to detail creates a “wow” moment that customers remember.

Customers notice when businesses care deeply about what they do. When they see consistent quality, they trust that anything they purchase will meet their expectations. That kind of trust is the foundation of long-term loyalty.

It doesn’t matter what you sell, just make sure it’s the best it can be. Quality control at each stage of the process is essential. A strong focus on quality will let your customers know you are as invested in your product as they are. 

5. Continue Evolving and Learning

Despite years of experience, Erin and her team never stop learning. They experiment with new designs, explore trending flavors, and adapt to client feedback. This commitment to learning keeps ECBG Cake Studio fresh and forward-thinking, which customers appreciate. It also shows that the brand is evolving alongside its community.

Looking to evolve your brand to keep your customers? Use these tips:

• Follow brands that do it well: Pay attention to how your favorite businesses build community and loyalty, and then make it your own.
• Join business groups: Connect with other business owners who are learning and evolving to gain insight and support.
• Keep up with trends: Read, listen to, or watch content on consumer habits to stay informed about what people care about.
• Try and test consistently: Don’t be afraid to change your product line, test new marketing ideas, or refresh your space.

Using these tips will peak customer interest. Making an effort to improve keeps customers engaged and excited to return.

6. Build Loyalty One Relationship at a Time

When Erin started, her first customers were her friends, neighbors, and classmates. She showed up for them with high-quality work and genuine care. That group grew organically over time, with each happy customer spreading the word to more and more people. What started with one carefully crafted cake became a business known for treating every order like the first. That mindset is the foundation for ECBG Cake Studio’s strong reputation.

As a retailer, you don’t have to have a lot of customers to build loyalty. Start small and build strong. Connect with your local community, create memorable experiences, and treat every customer with consideration. People talk, and they’ll become unofficial brand ambassadors when they have a great experience.

Conclusion

There’s no quick fix for loyalty and no shortcut to connection. Erin Martin’s journey with ECBG Cake Studio proves that loyalty only grows through passion, quality, and trust. Like the cakes she creates, her business grew one layer at a time.

If you’re asking yourself how to increase your customer base in retail, take a page from ECBG’s playbook. Focus your offerings, build meaningful relationships, and never stop caring about your customers. 

Want to learn about more retailers and other ways they’ve enhanced the customer experience? Read more inspiring stories from retail leaders across Illinois who are making a difference.

If you loved learning about the ECBG Cake Studio story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!