Turning customers into repeat customers

Regular customer management is usually more effective and efficient than acquiring new customers. How do you do it?

Regular customer management is usually more effective and efficient than acquiring new customers. How do you do it?

my dearest regular customers

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.

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