Client retention in e-commerce: see 5 strategies
Client retention is an important part of your e-commerce success strategy. Check out 5 tactics to guarantee faithful customers.
See what client retention is and how to apply it in e-commerce
Your e-commerce is set and the first deliveries were a success!
This means you’ve already overcome the initial challenge: to win your first customers.
But, now what? Do you know the next steps to take to guarantee longevity in your online business?
An Adobe research shows that, on average, 41% of the income in an e-commerce comes from about 8% of its customers. This means that faithful clients, who already shop in your store, are the ones who truly maintain it.
Attracting new customers is essential when you’re starting. But as your company solidifies, it’s not enough to draw new shoppers. You have to guarantee the retention of clients who already approve of your service.
Know your client’s journey
Client retention means to keep them loyal to your business so they’ll shop with you again.
To understand how this works, first you have to think of the journey the client goes through, from their first contact with your store, until they close the deal.
Generally, this journey tends to go like this:
- First, comes the need. From then on, the customer searches for a way to satisfy it and ends up in your e-commerce.
- Then, they tend to visit other stores, search for the best price and consider all benefits each brand offers. It’s the most delicate step.
- Finally, after he decides for your company, it’s time for the post-sale. Yes, the journey isn’t over after the sale is final! Here, you have the opportunity to turn them into faithful customers and guarantee they’ll remember you the next time, instead of going through all these steps all over again.
Consider that, in the first sale, you’ve won a customer, but once they start recommending your service to other people, it becomes a partner. Someone who not only buys from you, but also advertises your services and raises your reference marketing.
5 strategies to raise client retention in e-commerce
Investing in client retention in e-commerce is not hard, and can bring benefits such as a bigger knowledge of your customers and an array of data that facilitates creation and advertisement of new products.
1. Know your customer
Those who work in a physical store usually know their old clients very well, their needs and customs. However, in an e-commerce, you don’t exactly know who you’re selling to.
To overcome this, listen to your client’s feedback and encourage them to provide data on their satisfaction, with every aspect of the sale.
Don’t take negative feedback personally: it usually says more about the client than the product itself. A bad experience reveals needs and expectations you weren’t able to match.
The same way, compliments are not meant to inflate your “ego”. They indicate positive aspects to be reinforced, and reveal what expectations your business couldn’t satisfy.
Knowing how to use this information the right way will perfect your service even more!
2. Focus on quality
One of the main factors that keep a potential customer from closing the deal is the general distrust regarding the quality of a product or service.
Give them a feeling of trust from their very first contact with your online store . Whenever possible, include real pictures of products, and a complete description including all aspects that could be of interest.
Don’t forget to be careful with packages. Many clients like to take pictures of their food and post on social media, for example. The way you present the product matters a lot, after all, first impressions are the most lasting.
Including a business card or pamphlet with your social media and contacts can facilitate post-sale relations. In case the client needs to change their order or wants to ask questions, it reassures them that they’re speaking to an actual human being.
3. Invest in reference and content marketing
Speaking of social media, have in mind that they’re meant to engage, not sell.
People use Facebook, Instagram and other networks for distraction, and don’t enjoy an overflow of ads in their feed. So, if you want to integrate these tools in your e-commerce experience, invest in content creation that is interesting for your target audience.
Encouraging clients to share videos and pictures in post-sale is a fun way to let them introduce you to new potential customers.
Also have in mind that all posts in your social networks should reinforce your brand’s values, and don’t necessarily need to focus in the product itself. Humanize your service by reminding important dates and holidays, and talking about topical subjects.
4. Think of seasonal products
Maintain a calendar of seasonal products, adapted to different seasons and local holidays, or that satisfy specific needs for each moment.
Think, for example, of the Coronavirus pandemic. Before, sensing sanitizer along with a food delivery would be something unthinkable. However, this small gesture reinforces you company’s commitment to sanitary standards.
Invest in actions that show you are up to date with your clients needs. Be creative and surprise them!
5. Offer benefits (in moderation)
At last, when you think of customer retention, benefits such as discounts and gifts immediately come to mind.
It’s a good strategy to make sure your customer returns. But know that offering discounts may attract a few new buyers, but it’s not a guarantee they’ll repeat the purchase without the advantage.
The best thing to do is offer these benefits to clients who are already faithful. This reinforces the message that they are special and increases their satisfaction and fidelity to your brand.
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