Ecommerce companies from all around the world put most of their efforts into fulfilling the expectations of their most loyal customers, who buy maybe 5+ times from their store. However, even though that’s a smart thing to do , i.e. focusing on customer retention along with customer acquisition, when we analyse the ecommerce customer lifecycle, this segment is rarely above the 20% of ecommerce companies’ client base. The much more common customers do buy only once or twice within that 12 months period.
Therefore, the opportunity laying on this majority of shoppers with just a few orders should be well comprehended by ecommerce companies. As the holiday shopping is over, actually, it’s the perfect time for such an understanding and analysis, because your new shoppers still have fresh memories of shopping from your store during this post-holiday period.
In our blog post today, we’ll go through a few strategies to help you to convert those less regular customers that shopped from your store this holiday season, into loyal ones.
Fully utilise the power of communication.
How can you reach out to your client base in both effective and cheap way? Through email, right? You are already sending them an email for their online orders, but what about adding other emails for their online activities within your store?
Another implicit communication channel that’s already been built-in the ecommerce shopping journey, is the box or the package of the good that you ship to your shoppers. You can actually include post-holiday discounts within the box or can label the box with “free return” stickers to gain their loyalty and maybe get into their minds for the next purchase of theirs.
In short, communicate as much as you can, and where ever you can. In ecommerce, there are so many ignored touchpoints, like the package as we said above. So, think through your shopping journey, and make sure that you are able to communicate with your shoppers with good vibes.
Try to build an engagement layer, wherever you can.
You, of course want those “one and done” shoppers to come back, but if you can not build the bridges for them to get to find you when they are back again it the shopping journey after a while from their first purchase, you only have a slight chance to be remembered.
Therefore, to grab your share in their attention span, play on being remembered after that purchase. This can be done through ‘product rating’ emailings that could be sent a week after the purchase, or a ‘refer-a-friend’ campaign that might even trigger a more social vibe.
Don’t make returns an hassle for your shoppers.
Well, the holiday season surely comes with the harsh burden of returns, which really costs a lot to ecommerce companies of all sizes. And due to its costs, and all other negative aspects, it’s often times regarded as an hassle to be got rid of, as soon as possible.
However, actually, returns are another touchpoint hidden in the ecommerce customer journey, and as it’s the case with other touchpoints, ecommerce companies may regard it as an engagement opportunity as well.
You can really customise that return experience of your shoppers, and send them personal letters, trying to figure out the reasons why they did not like to product, maybe along with some other offers that they might find attractive. Or you can reach them out instantly and recommend other alternatives for the product they returned, and maybe you might even change their minds. Even if that does not happen, at least, you again dive into their shopping attention spans, and for their next purchases, they would remember you not with that hassle of a product returned, but instead a cool and chilled out experience.
In short, it’s important to keep in mind that, your customers do not have static positions in their lifecycles. You can alter their states by communicating with them through all potential channels, engaging with them to be remembered nicely – even in negative circumstances like returns.
As for the timing, there could be no better time to try all these just during these post-holiday days, right?
Another reason why your shoppers might come back is that your pricing might have attracted them.
In order to sustain that attractiveness of your prices in the long run, you should be better watching your market and your competitors closely.
Prisync already helps ecommerce companies of all sizes from more than 30 countries all around the world, with its fully automated competitor price tracking technology.
You can SIGN UP FREE FOR PRISYNC NOW and can also adjust your prices both competitively and profitably.