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Are your one time buyers becoming repeat shoppers
1. ARE YOUR ONE-TIME
BUYERS BECOMING
REPEAT SHOPPERS?
While one-time sales can boost sales temporarily, repeat sales make the sales margin. When your
customers come back to you, it's because they're happy with your product and your delivery
standards. As such, they feel confident in spending more money on your brand. According to Bain
& Company, “repeat e-commerce buyers spend more money, generate larger transactions, refer
more customers, and buy a broader range of products than one-time shoppers.”
You're probably doing everything you can to acquire customers and market your business; SEO,
pay-per-click listings, banner advertising and other marketing strategies. However, are you sure
you're doing everything to retain your customers? If your focus is entirely on getting new customers
instead of cultivating existing ones, you're making a huge mistake. So how do you ensure your one-
time buyers become repeat shoppers?
lets innovate
GreenHONCHOS
2. DESIGN CUSTOMER
LOYALTY PROGRAMS
Customer loyalty programs are designed to entice your
one-time buyers to stick on to you. Offer your one-time
buyers value-added benefits that enhance their shopping
experience on your e-store. BigKidsVideo.com offers a 10%
discount to customers after they purchase four products. If
a customer buys four products in the first order itself, they
benefit from the 10% discount. This kind of deal entices the
customer to come back again for more.
Loyalty programs alone will not help retain your customers.
Jupiter Communications reports that even though nearly
75% of online customers participate in loyalty programs,
only 22% of them agree that loyalty programs provide them
the right purchase incentive. This goes to prove that along
with loyalty programs, you need to provide ease of product
viewing, selecting, great service and ease of use.
BUILD CUSTOMER
PROFILES
The success of your loyalty programs depends on how
capable you are of keeping track of your customers. Spend
time to understand the shopping behavior and personal
lifestyles of different customer segments. Use consumer
analytics to build customer profiles.
Keep track of repeat sales, customer tenure, purchase
trends over time, site registration and repeat site visits. All
these are indicative of customer loyalty. You can track all
this information by requesting customers to sign up on your
site. You can also request them to subscribe to your store
newsletter, and check how they respond to offers. Stay on
top of customer purchase statistics and watch out for
customers who appear to be losing interest in your site.
Send follow up notes to such customers and make them
special offers, enticing them to shop again.
3. Whether you run a large business or a small one, you can
ENHANCE YOUR implement good customer service. You may not have the
wherewithal to afford a battalion of customer service
PRODUCT OFFERING representatives, or enable real time live chat capability.
However, you can treat your customer as you would like to
What interests your customers more is your product be treated: with respect and dignity. Make sure their orders
selection; keep it up-to-date interesting. Make it easy for are shipped on time or before. Provide a way for your
customers to view 3-D images of products, and provide customers to contact you. Go ahead and personalize your
video demonstrations of products if necessary. Provide customer's order.
testimonials and allow your customers to connect with
other shoppers through social media. Provide as much
information as you can about your products. Online
IMPROVE SITE USABILITY
customers are deprived of the physical touch and feel of When you create your web site, remember you're creating it
products and it's difficult for them to assess what they're for your user to shop. Your users may not share your
buying. They rely on you to explain the details to them. Use perspective; what might be crystal to you might seem
all possible creative methods to give them an experience muddy to your user.
that's as close to the real thing as possible. Make sure your · Get your user's perspective; do extensive studies,
products are available. If there's an 'out of stock' label check other e-retailer outlets and listen to what
against most items, remember your competitors are waiting consumers are saying via social media.
to steal even your most loyal customers · Implement all possible usability metrics on your
site.
· Make it simple for your users to select a product
OFFER BETTER ·
and move to checkout.
Don't use heavy graphics in your shopping cart.
·
CUSTOMER SERVICE Allow customers to manipulate their order items as
they want.
You might have a great customer loyalty and rewards · Build your site using good content, user-friendly
program, but your customer service might not be up to the colors, typeface and links.
mark. Customers want the complete experience and they · Keep your navigation system free of confusion.
have the right to expect it: great products, good offers,
· Reduce no of clicks from product selection to
excellent delivery options and great service. Jupiter
payment process.
Communications reports that 72% of online shoppers
ranked customer service as a critical factor for online
shopping. However, only 41% of these respondents stated
that they were happy with the customer service they had
received.
4. ALLOW FOR EASY
RETURNS
Returns are not palatable from a merchant's perspective. However, it's important to allow for an easy return policy, as
part of good customer service. After a purchase is completed, make sure you communicate the return policy in writing
via email to the customer. When the customer returns a product, immediately offer to replace the product with the one
they want. This way, you won't lose your money, and you'll be able to retain the customer. Plus, an easy returns policy
endangers a feeling of security in your customers; knowing that they can return a product if they make a wrong
judgment call gives them the reassurance they need to shop online.
