E-commerce companies from all around the world but 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 analyze the e-commerce customer lifecycle, this segment is rarely above the 20% of e-commerce companies’ client base. The much more common customers do buy only once or twice within those 12 months.
Therefore, the opportunity of laying on this majority of shoppers with just a few orders should be well comprehended by e-commerce 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 an 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 e-commerce 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 e-commerce, there are so many ignored touchpoints, like the package as we said above. So, think through your shopping journey, and make sure that you can 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’ emails 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 costs a lot to e-commerce companies of all sizes. And due to its costs and all other negative aspects, it’s oftentimes regarded as a hassle to be got rid of, as soon as possible.
However, returns are another touchpoint hidden in the e-commerce customer journey, and as it’s the case with other touchpoints, e-commerce companies may regard it as an engagement opportunity as well.
You can customize 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?