One of the least favorite things as an eCommerce seller to see is the one-time shopper. These customers or first-time buyers make one purchase and are then never to be seen again but there are many reasons this can happen, of course.
A customer may purchase something you’re promoting because of a hot trend at the moment or may be purchasing something just to get a free gift, or partake in a special sale during the festive season. Perhaps it could even be a shopper who got frustrated with your customer service and chose to never return.
Whatever the reasons are for shoppers not to return to your store, one-time shoppers represent a lost opportunity for ongoing revenue. For this reason, it is crucial for eCommerce businesses to create a positive shopping experience that encourages one-time shoppers to become lifelong fans of your store. A second purchase makes a buyer twice as likely to make a third purchase, and so on.
Building long-term relationships with your customers leads to repeat business, as well as positive word-of-mouth advertising, and sustained success for your business. Here are some strategies to help you bring that first-time customer back for more:
Customer research
By conducting customer research, you can gain a better understanding of your customers and create marketing strategies that resonate with them. This can help you to build trust and loyalty with your customers, leading to long-term success for your brand. Ask your customers for feedback about your products or services. This can be done through surveys, social media, or customer support channels. You can also look at data such as demographics, purchase history, and website behavior to gain insights into your customers’ preferences and behaviors so you are better able to personalize your marketing strategies and product offerings.
Nurture relationships on social media
Use social media platforms to interact with your customers and provide them with valuable information. Social media provides a way for businesses to engage with their customers and build long-term relationships. By responding to customer inquiries and comments, sharing user-generated content, and offering exclusive promotions, businesses can create a loyal customer base. Social media also allows businesses to monitor and respond to customer feedback, which can help to improve their offerings and build trust with customers.
Leverage discounts and coupons
Rewarding customers for repeat business can be a powerful motivator. Discounts not only incentivize customers to make a purchase, but they can also encourage repeat business and brand loyalty. Create time-limited discounts to encourage customers to make a purchase quickly. This creates a sense of urgency and can help to drive sales. You can also encourage customers to refer friends and family to your store by offering them a discount on their next purchase. This not only helps to increase brand awareness but also incentivizes customers to make a purchase and return to your store.
Follow-up after sales
Keep the conversation going with customers even after they’ve made their purchase. Send personalized thank-you notes or follow-up emails to customers after their purchase. This helps them feel appreciated and valued, and may encourage them to make another purchase in the future. By engaging customers post-purchase with education, value-add services, and complementary product offerings, brands can re-engage customers and drive additional purchasing behavior.
Loyalty programs for customer retention
Especially around the festive seasons, many customers may have been lured into trying your product by a deep discount or perhaps as a gift for family and friends. Take advantage of holiday sales by inviting new holiday customers to enroll in your loyalty program immediately. Your post-festive season goal is to accelerate the time it takes new customers to make a second purchase, and loyalty programs can help to bridge the gap and encourage customers to make that next purchase.
Re-engage customers with discounts or new products
Re-engaging customers with new products in eCommerce is a great way to keep your customers interested in your brand. You can use data analytics to personalize product recommendations for each customer. Introduce new products that are related to what the customer purchased in the past. By showing them products they may be interested in, you increase the likelihood of them returning to your store. You can also orovide one-time customers with exclusive discounts to incentivize them to make another purchase. Make sure the discounts are appealing and valuable enough to encourage them to return to your store.
Provide excellent customer service
Providing excellent customer service is one of the most important things you can do to turn shoppers into loyal customers. Offer different channels of support, such as email, phone, and live chat, to make it easy for customers to get in touch with you. Provide clear and accurate information about your products, shipping, and returns policies. This can help to build trust with your customers and reduce the likelihood of misunderstandings or complaints. Finally, always respond promptly to their inquiries and concerns, and go above and beyond to solve any problems they may have.
One-time shoppers tend to become long-term customers when they’ve had a seamless shopping experience. With targeted marketing strategies, you can convert one-time shoppers into loyal customers, increasing the steady growth for your business by increasing the customer lifetime value of the customers that already know and trust your brand.