Hello World! Welcome Friends! One of the fundamental truths of business is that it’s far more cost effective to retain an existing customer than it is to chase and convert a new one. Higher buying rates and lower service costs make repeat customers more valuable to any commercial effort.
With that in mind, the wisdom of encouraging repeat business becomes readily apparent.
So, how can you do so?
Read on.
Provide Reminders
One of the smartest moves you can make is including your contact information on all of your packaging—particularly when you sell items that need replenishing. Think about it: A customer buys something they really like but can’t remember where they got it. Meanwhile, if your sticker is on the back of the bottle, they’ll know exactly where to go when it’s time to get more.
This works, regardless of the nature of your product offering. If you sell ebooks online with a platform like Shopify, include a digital signature that comes up at the end of the book. Other reminder ideas include branded magnets, pens, mouse pads and key fobs. This approach has added impact as these items tend to be looked upon as free gifts.
Show You Care
Asking a customer’s opinion is a good way to demonstrate your concern about the quality of their shopping experience with you. Sending a short list of survey questions after a purchase also gets your name in front of them again. Tie a discount or a free gift to that survey and you’ll have a better shot at engagement, plus you’ll bring them back to your site for another visit.
Rather than a blanket email though, make it personalized. Address the customer by name and include a relevant mention of the product they purchased. One of the key questions to ask is how your processes can be improved from their perspective. If they make a suggestion you incorporate, send them a follow-up note letting them know their idea was well received, implemented and—earned them a discount on their next purchase.
Institute a Rewards Program
Yes, we know these are so in play everywhere you go: grocery stores, hardware stores, pharmacies, practically everywhere. There’s a good reason for this. Rewards programs work. And, when you think about it, your best customers do deserve special treatment. After all, they can constitute 40 percent of your revenues. If you aren’t making them feel loved, you can bet somebody out there is more than willing to do so.
Keep in mind, you can put your own particular twist on yours to make it stand out. Let’s go back to our ebook example for a moment. Your program can include opportunities to chat with authors, discussions with other customers who’ve read the same books and a host of similar perks, made available only to your best customers. This makes them feel special, gives them added value from their purchases and brings them back to your site to buy other titles.
Simple and Effective
These three simple actions have proven effective at retaining customers and encouraging repeat business. When you think about it, each one of them makes perfect sense—in fact they could even be considered common sense.
Of course, as we all know, common sense isn’t common. Neither is the eCommerce entrepreneur willing to implement these activities into their marketing regimen.
Meanwhile, repeat customers are the heart and soul of a business. These are people who know you, know your products, and are appreciative of your services. Doing everything possible to ensure they feel valued is one of the wisest and most cost-effective efforts you can possibly undertake.
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