Consumers shopping habits vary. Some love to shop and shop frequently while others want to shop solely online; some seek the deal, some prioritize convenience. Understanding your customers from the onset of your relationship is important to inform your communication strategy, drive that second purchase and overtime create customer loyalty to your brand. Driving that second trip is a challenge that many retailers face.
As marketers, it’s important to nurture the relationship with your customers, especially within the first 1 to 60 days. As brands onboard customers, on average, they send one to three welcome messages and then they segment this audience into a regular cadence of messaging in which for some consumers, can be overwhelming. Each customer has different needs and interests and it’s essential for marketers to communicate relevant products and content to them; moving them along the purchase path. To do so, consider these three tips:
- Create lifecycle triggered messages beyond the first few welcome messages.
Welcome and lifecycle messages increase engagement. Research has shown that the average open rate for welcome emails is 50% to 86%. The first 60-days is an opportune time to reach your customers with a welcome series based on purchase behavior and data you append outside of transaction information.
It is important you test the cadence of your messages. For example, from performing a data mining analysis, marketers can understand the second purchase of high value customers that happen within 40 days. And they can determine the right mix of message delivery days.
- Incorporate content into marketing messages that’s relevant to the specific needs of your customers.
Continuing to show promotion after promotion can make your customer become numb to your future message. Instead, show her how to wear a scarf in five ways, update her work wardrobe with a few choice items or how to style her hair differently. This content will add value, engage her in your brand and as a bonus, she has a higher propensity to buy.
- Test the offer and content.
The more relevant and personalized your message is, the higher the engagement. For example, based on purchase information and third party data, marketers can determine recent purchase patterns and offer items that compliment these purchases and offer upsell opportunities.
Continue to think about how you can earn that second purchase from your customers. Remember, personalization and relevancy are key and providing personalized experiences doesn’t stop in digital channels. Consider offering valuable in-store experiences beyond just shopping. For example, Sephora offers makeovers in their stores which allows customers to get their shopping done while also meeting other needs, giving them even more reasons to stop by. And remember to provide your customers with information they can actually use. Home Depot does a great job with this. They provide customers with educational opportunities including home improvement workshops that show customers how to best use and install their items of purchase.
While driving the second trip is important, in my next post, I’ll discuss why nurturing your high-value customers is essential to create lifetime loyalty.