8 techniques to encourage your customers to buy from you again
If you are an e-merchant, acquiring new customers is not the only goal you must pursue.
The sinews of war is loyalty. You need to ensure that your customers repeat their purchases as regularly as possible.
How to encourage your customers to buy from you again after a first purchase? Discover 8 effective techniques.
1 – Offer similar or complementary products
Cross-selling is used by many e-merchants.
It consists of offering visitors to your site or your customers products that are similar or complementary to those viewed or added to the basket.
This technique allowsincrease the value of the average basket, but can also be put into practice to encourage re-purchase.
Darty, for example, relies on the browsing data of its visitors or customers to display the latest products viewed on its site:
You can also send emails to your customers offering them products similar to those they have recently purchased. This technique is based on a simple and intuitive principle: by offering your customers products that are likely to interest them because they are linked to their previous purchases, you increase the chances of re-purchasing.
2 – Keep your customers informed of your news and your offers
Are you marketing a new range of products? Are you offering a new service? Are you organizing a commercial event (sales…)?
In all these cases, you must keep your customers informed, for example by distributing a newsletter.
This will allow you both not to be forgotten and to maintain (or awaken) the interest of your customers for your brand.
3 – Send personalized offers
The newsletter is a “one-to-many” marketing technique, even if emailing software increasingly makes it possible to personalize mailings (men’s newsletter / women’s newsletter for example).
But the holy grail of digital marketing lies in the one-to-one approach, which consists of sending personalized content and offers to your customers, based on their profile, their purchases or their interests.
According to a study, 78% of consumers expect personalized prices and promotions.
Personalized offers are by definition much more likely to interest your customers, and therefore to trigger an act of purchase.
These offers can be distributed by email, sms, on the mobile application (if you have one) or even directly on the website (in the form of a popin for example).
Small tips to increase the conversion rate of your campaigns: offer advantages on delivery (free delivery for example), include a promo code or establish a state of emergency (offer limited in time).
4 – Offer attractive services
For your e-commerce site to seduce your customers and encourage them to come back to you, it is not enough to offer an attractive product catalog.
You must also offer advantageous services.
The Boulanger site, for example, offers attractive delivery services, gives the possibility of returning the products purchased within 15 days, allows its customers to come and collect their products in store (click & collect), offers solutions for personalized financing ….
What sets you apart from your competitors is not just the products you sell, or even the prices charged, but also and perhaps above all the multiple services you offer.
5 – Mix the contact channels
Companies, in their communication and in their marketing, often tend to focus on email. It’s a shame, because email is far from the only channel available to you.
To make your communication more effective and more impactful, you must mix the channels – in a cross-channel approach: social networks, sms, website (chatbot), mobile application …
This approach will allow you to reach your customers more easily and therefore encourage them to buy again from you.
6 – Send satisfaction questionnaires
This is perhaps the most important technique or strategy: to optimize your re-purchase rate, you must focus on customer satisfaction.
Customer satisfaction is the first step towards building loyalty, and therefore towards re-purchasing.
Sending satisfaction questionnaires makes it possible to measure the level of satisfaction of your customers, to make sure that your offer meets the needs of your target and to identify areas d‘improvement.
The invitations to answer your questionnaires can be sent by email (example Kiosquemag), but also by sms, on your mobile application, on your website (popin), or even through QR Codes. MyFeelBack allows you to manage and mix these different distribution channels.
7 – Set up a loyalty program
The loyalty of your customers is the royal way to encourage your customers to re-buy from you.
To promote the loyalty process, there is an old but still effective technique: loyalty programs. With each purchase, the customer accumulates points entitling him to advantages and reductions.
You can also offer privileged services to customers who subscribe to your program.
Most ecommerce software offers features that make it easier to set up and manage this type of program.
8 – Build a quality relationship with customers
In e-commerce, customer relations is a very important issue. We have already addressed this question in the article « The 3 major challenges of customer relations in e-commerce ».
A quality customer relationship allows strengthen the link between your brand and your customers, to establish a relationship of trust and ultimately develop your customers’ interest in your offer.
Conversely, a bad customer relationship will eventually cause your customers to turn away from you.
Source: PwC study
If you want your customers to come back and repeat their purchases from you, give them attentive, attentive, personalized, responsive and professional customer service.
To develop the turnover of your e-commerce site, we also invite you to discover our article: « 10 questions to ask urgently on your e-commerce site ».
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