Maintaining a competitive edge in today’s dog-eat-dog e-commerce industry is not easy. In order to surpass your competitors, you need a proactive approach to growing your repeat business. You also need well-organized initiatives to make your loyal customers feel valued.
Fortunately, you can achieve these two goals with the help of a customized marketing strategy and ongoing monitoring of your product sales and returns. Below are seven ways to keep repeat business strong in 2019.
1) Strengthen your customer support
Strong customer support is the cornerstone of repeat business. When a problem occurs, today’s demanding customers expect a prompt resolution. Failure to provide immediate assistance can drive even the most loyal customers into the arms of a more responsive competitor. You can strengthen your customer support by making it easy for customers to contact you by email or phone.
Introducing live chat is another highly effective way to improve your customer support. Customer service researchers have found that live chat produces the highest overall satisfaction score among customers, exceeding the telephone, email, and social media as customers’ preferred mode of seeking support.
2) Develop a first-class digital presence
One of the most effective ways to ensure that your top customers return time and time again is to develop an impressive digital presence. This strategy is often best achieved by seeking the services of a leader in the digital marketing industry.
An experienced digital marketing firm can help you develop a multi-modal digital strategy that will impress your customers with the following:
- A captivating website
- An interactive online catalog
- Mobile-friendly web design
- Multiple ways to view your products
3) Keep your top products in stock
Few things are more frustrating to customers than needing or wanting to buy one of your products NOW but receiving the unpleasant news that the product is unavailable or on backorder.
In fact, research indicates that about one-fourth of online shoppers abandon their carts if the product they want to buy is not in stock. In many cases, these customers turn to a competitor who is all too ready to sell to your customer.
While it is likely impossible to keep all of your products in stock, you can help keep your customers happy and fulfilled by keeping your top-selling products in stock. Make sure to review your product sales at least once per quarter, as buying trends change and you want to avoid sitting on excess inventory when sales dry up.
4) Offer special promotions
A key step to boosting retention is to analyze your customer base and identify your most loyal customers. For many e-commerce stores, this means focusing on the top 20 percent of your customers, who typically generate 60 percent or more of your revenue. Take time on a quarterly basis to review your sales and isolate the customers who repeatedly return to your store and buy on a regular basis.
Once you have your list of top customers, review their purchasing history and launch a promotion that features irresistible pricing on relevant products.
Here are some tips to help you launch special promotions that will turn a first-time buyer into a long-term customer:
- Feature products that are popular and relevant to return customers
- Offer superb pricing to secure orders quickly
- Make sure you have sufficient inventory to fill orders immediately
- Limit your special promotions to avoid desensitizing your target audience
- Include an expiration date to create a sense of urgency among customers
5) Make the return process painless
A smooth return process begins with a highly visible description of your return policy on your website and on the paperwork that accompanies your shipments. Instructions for product returns should be clear and succinct to prevent confusion.
Whenever possible, include return labels so customers can avoid the hassle of arranging their own return shipping. And most importantly, make sure you have staff available to respond to questions regarding the return process.
6) Craft a stellar email campaign
“Email marketing accounts for approximately 23% of sales, rendering it one of the most effective marketing channels at your disposal. Just like personalized ads and landing pages, personalized emails can have a big impact on your bottom line.”
– Neil Patel, Co-Founder of Neil Patel Digital
The first step to expanding your base of repeat customers is to ensure that you have a list of email addresses for each customer who has ever purchased from your company. You can then craft an email marketing calendar that you can use to organize your monthly or weekly email outreach efforts to buying customers.
7) Seek feedback from key customers
Requesting feedback from your top customers is beneficial in more ways than one. First, feedback from top clients can help you improve your product mix or service. Second, you are letting your customers know that you value their thoughts and opinions. And when customers feel valued, they are more likely to return. There are multiple ways to request feedback from your top customers, including the following:
- Administer a survey via email or telephone
- Reach out by phone or email to individual customers to ask them about their experience
- Use your website to request feedback
- Ask your top salespeople to relay the comments they receive from key customers
What is the single best way to keep your repeat business strong in 2019?
As outlined above, there are many steps you can take to boost your repeat business. However, the single best way to keep your repeat business strong in 2019 is to seek the guidance of an industry expert. With the expertise of a seasoned specialist in the printing industry, you can develop marketing strategies that will continue to impress new and existing customers.
We invite you to contact us at The Dingley Press to discover how we can help you build your repeat business. For over 90 years, our team of professionals has helped businesses exceed their sales goals by providing high-quality digital services and top-notch catalog printing. With the help of our digital expertise and top-notch printed catalogs, you can turn one time buyers into repeat buyers.
We look forward to helping your business thrive in 2019!