7 Customer Retention Tactics to Get Current Ecommerce Customers to Purchase More
Written by Jodie Pride
18th June 2015 • 6 min read
It’s not always easy to bring in new customers, so tapping into an already existing customer base to persuade existing customers to purchase more can benefit you immensely. Here are some tactics you can use to retain current customers and get them to buy more.
This might seem obvious, but the idea here is to reward customers for their loyalty. People love getting things for free – think of the widely popular “your 10th cup of coffee is free!” loyalty cards, and the (slightly more advanced version) Boots cards which offer you points worth 1p which you can use to purchase goods). The point is, customers will use your service – providing they were satisfied in the first place – if they think it’s going to benefit them in the long run.
Discounts to Dormant Customers
If you have customers who haven’t purchased from you in a while it’s worth sending them some kind of email or letter with a discount towards their next purchase to encourage them to use your service again. If nothing else, they will appreciate the sentiment and remember you next time they want to purchase if they don’t want to right away.
Make Repeat Custom Easy
You want to make it as easy as possible for customers to buy your products. If there’s anything worse than spending 25 minutes inputting all your customer details, it’s having to do it a second time. Try and ensure your checkout process is as smooth as possible with very little steps. This will decrease cart abandonment and encourage customer to use your fast and easy service again – and when they do, make sure you remember their details the so that checkout can be even faster the second time around. While we’re at it, account retrieval should be a breeze too – you don’t want to scare away customers who have to go to the moon and back just because they’ve forgotten their password.
You should really think about making your marketing efforts more targeted. Think about it – someone has just bought the latest copy of FIFA, some hiking boots, a fishing rod, and a pocketknife. They’re probably not going even going to read your latest email trying to sell them Disney Princess stationery. They might, but probably not – you’d be better off sending them an email with your latest offer on PS4 games or camping gear. You have their purchase history on your side, to take advantage of this information and use it to sell them things they actually want to buy.
On that note, you should also consider cart abandonment (a nice email with a discount for that lawnmower they almost bought could go a long way) , birthdays (Happy birthday! Here’s £10 off cocktail dresses), and new items which may interest them for your promotional material.
Engage With Them
The whole point of social media is to be social (the clue is in the name). There’s no point in setting up an Twitter account if you’re not going to reply to your followers, so engage and encourage them to engage too. Like their pictures on Instagram, retweet thier post about the shoes they just bought from your site, thank them for reviewing your store on Facebook – it all shows you’re a friendly, human company, which goes a surprisingly long way in retaining customers and building relationships.
These are a great way of keeping your customers updated on the products they might like, promotions you have on at the moment and more. Email marketing is a powerful tool in building and maintaining relationships with your customers, especially if they are targeted at individuals. Email campaigns are quick to produce and implement but can have a great impact; they keep your customers engaged and up to date, and they can always opt out if they choose to.
Refer a Friend
Getting existing customers to refer their friends is a great way of widening your reach. People will often trust the opinion of a friend or relative who’s had first hand experience with a product or service over any marketing activities, so give your current customers an incentive (vouchers, money off etc.) to refer their friends and you could retain your old customers and get them to buy more, while also gaining plenty of new customers.
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