How to attract repeat customers to your eCommerce store
“Get an eCommerce store”, they said. “It will be fun”, they said. But the truth is, more like most of the things in life that are actually worth doing, it is hard work. So, you’ve got a great eCommerce website, you are selling quality goods at reasonable prices, and you are using good marketing strategies to keep your business visible… but, why are you still spending a lot of time (and money) on customer acquisition and your customer retention doesn’t seem successful yet?
Repeat customers are loyal customers, you can gain a wealth of insights from them; plus, they will do free word-of-mouth-marketing for your brand. They are your business lifeline!
Here are our top tips to help you to keep those happy shoppers coming back.
WARNING: Using these tips could also attract more potential new customers!
1. ‘Nail’ the service you offer
This is the crème de la crème because if you are not selling products that people need to survive, they probably won’t really need it again, and again, and again.
That is why service is EVERYTHING in building trust and hooking that repeat customer.
We are talking about the whole ‘shebang’! The actual shopping user-experience on the site must be flawless from start to finish; with great website hosting, well displayed products, detailed product write-ups and an effortless checkout process.
Following the checkout process, you or your sales staff can contact customers to thank them for their order. Take the time to ensure that the parcel is packaged with care (a hand-written note is always a nice touch). You can advise customers when their order has ‘left the building’ and, once delivered, follow up with a courtesy phone call to enquire if they were happy with the service and the item they purchased.
Sure, a lot of the above can also be handled automatically by your website, however, always remember that software does not build relationships, people do!
2. Reward them
Offering a promo code, free shipping or a freebie on their next purchase is, perhaps, one of the easiest and most traditional forms of getting customers to return to your online store. So, give it a go, but be consistent. Try not to let this fall away once you are swamped by a burst of new customers.
3. Show you care
One of the eCommerce Trends for 2021 is that people are likelier to shop from local businesses that support social responsibility projects; as they feel that they are assisting toward making a difference too. Caring about the environment through the use of responsible packaging, or in sourcing sustainable products, or donating to local charities; are all things your eCommerce store should consider, to do and talk about.
4. Subscription eCommerce
Another great trend for eCommerce in the year ahead is subscription eCommerce. This concept requires customers to subscribe to ‘something’ that they can either receive monthly or perhaps seasonally by making monthly instalments towards. Sure, it won’t work in every industry, or for every brand; it is currently more successful in the food, fashion and beauty markets. Example: a florist can start selling subscription bouquets with small affordable monthly subscriptions towards the ‘celebratory’ days. Why not consider brainstorming something that could work in your industry’s environment?
5. Encourage buyers to opt-in to your mailing list
Buyers who purchase goods from you, but choose the ‘Opt Out’ option, takes you back to square one in a sense. You will have to resort to ‘converting’ them all at a future date. Consider encouraging buyers to create accounts during the checkout process as a way of being first in line for promotional offers. (NB TIP: Make this process as simple as possible.)
If they have opted to order as a Guest/Visitor, perhaps the follow service call after they have received their product, could include an enquiry as to whether they would like to stay informed of future Specials by signing up for your Seasonal Newsletter? Email marketing is highly effective because it is specifically targeted. Make the most of the data you have and tailor future email communication to things a particular buyer would be interested in.