Regular customer management is usually more effective and efficient than acquiring new customers. How do you do it?
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New customers are about 5x more expensive to acquire
Customers who have already purchased from the online shop have fewer hurdles to overcome for their next purchase.
- They know the shop and know how to deal with it
- You know the ordering and shipping process
- You have already successfully purchased, gained a certain amount of trust
- If everything goes smoothly, the future shopping carts will usually be larger
To turn a customer into a regular customer, everything must have gone smoothly on the first purchase. Disgruntled customers often buy elsewhere next time. Therefore, pay special attention to:
- Simple ordering process
- Popular Payment Methods
- Fast and reliable shipping
- Prompt and friendly response to inquiries
Create customer groups
In order to address customers in a targeted manner that takes their needs into account, customers should be divided into different segments.
Here’s a practical example:
- Customers with a turnover of more than 500 euros,
- Customers who made a first-time purchase in the last month
- Customers who have purchased more than three times, or
- Customers who have purchased specific products.
The result could also be a division into A, B and C customers. The aim is to set up marketing and communication in a targeted manner (effort, content, goal).
One goal of an action can be to turn B customers into A customers.
Targeted approach to customer groups
After the classification into segments, certain actions can be created per customer group, Here are some suggestions:
- Customers who haven’t bought in a long time: “A lot has happened. Time to take a look again!”. While frequent shoppers are more likely to be irritated by such a message – “Nanu? I was only there last week. They don’t even pay attention to me” – it can be the decisive impulse for customers who have been inactive for a while to visit the online shop again.
- Frequent shoppers could perhaps be won over to a “referral-customer” campaign instead. Regular customers would probably recommend your shop to others with a clear conscience – you have already earned their trust. For new buyers, on the other hand, such an action would be more likely to trigger rejection: “I bought something from them once and I’m supposed to advertise for them right away?”.
- If you want to reward particularly loyal customers with a bonus, you can narrow down exactly who is eligible for the promotion. For those who have grouped their customers accordingly, such a measure is much cheaper than for those who simply issue a voucher to all customers via the same mailing list (watering can principle). (Source: http://t3n.de/news/umsatz-steigern-e-commerce-537615)
What tools can help?
In principle, the use of a CRM (Customer Relationship Management) system would of course be ideal, but it can also be done on a smaller scale without it, as the JTL WAWI in combination with the JTL Shop already has a lot of components of a CRM.
Newsletter systems that can map these customer groups are particularly helpful in addressing customers:
In addition, coupons in the JTL shop are often an effective means of promotion. This allows you to reward certain customers with a discount coupon.
A bonus points system helps to reward loyal customers in particular. Your customers will receive bonus points that they may be able to redeem for purchases later.
