Most marketers focus their efforts on obtaining and converting potential customers in hopes of making a sale. From content marketing to targeted advertising, there’s a lot that goes into acquiring new leads. However, this shouldn’t minimize building strategies centered on post-purchase behavior—understanding the consumers’ next act after purchasing from your company.
In a study by Mattermark and RJ Metrics, return customers make up 20% of top ecommerce companies’ revenue and by the end of year 3, revenue generation from these return customers make up nearly 60%. The challenge for wholesale sellers is finding ways to encourage repeat purchases and to seek out opportunities to generate referrals.
An article from SuperOffice supports this by saying that selling to existing customers is far cheaper and more effective than generating new ones. This should be enough to put “keeping current customers happy” to your priority list as satisfied consumers can also be advocates of your business. But competition is vicious, so we’ve put together 5 Post-purchase Strategies to help increase your brand’s loyal customers.
- Send out surveys
Surveys are a proactive way of identifying how customers experience the product they bought and how your business can improve in future transactions.
Ask questions directly and invite them to share their insights. Welcome both positive and negative feedback and set up channels where customers can reach out to you. PwC mentioned that 1 in 3 customers will leave a brand after just one bad experience. Surveys can help identify the issues that purchasers encounter and open up opportunities for you to address them.
Note as well that most users are motivated to take surveys when they have either an outstanding or very poor experience. Consider giving incentives for those who take the time to fill them out. An example could be Walmart’s survey where they brief readers that the survey takes around 5 minutes. Completion is rewarded with a prize draw entry.
Keep in mind these 3 simple tips when constructing your surveys:
- Keep your surveys short
- Make your questions clear and concise
- Avoid open-ended questions
- Marketing Automation
In eCommerce, constant communication adds value to business growth. This is where marketing automation comes in. An example could be mpix's post-purchase re-engagement email where they send out a special offer to customers who haven’t checked back after their purchase.
Others also opt to send out emails to further cater to your customer’s needs. You may send an infographic on how to use the product they bought, suggest a product that’s perfectly paired with your purchase, and many more. This way, you not only create engagement with customers, but that you also encourage loyalty.
- Customer Support
Whole distributors need to make their customer’s life easy. As your company continues to grow, it’s understandable that customer support would also become more complex. Identify what your team needs in order to successfully and quickly respond to customer needs and look for tools to support your team’s daily workflow. Here’s a shortlist of what you should include in your customer support strategy:
- Offer various support channels where customers can easily connect with you for any of their inquiries. This includes phone, email, chatbot, and ticketing.
- Utilize the FAQs section of your website. Make sure all possible inquiries are organized and listed here. Ensure that this page is easily accessible for customers.
According to The Future of Commerce, how you handle an issue can spell the difference between an unhappy customer versus a life-long brand supporter.
- Loyalty Programs
Servicing your customers better by adding value to their purchases is one way to keep them coming back. Marketers do this by leveraging loyalty programs that help consumers earn different kinds of rewards.
According to 3Cinteractive, 64% of brands reported an increase in loyalty programs over the past year suggesting the rise in competition. Consider these 3 ideas to shake up your loyalty programs:
- Flexible reward points
Most wholesale marketers stick to the traditional point-and-redeem system. However, it might be worth exploring the way top brands provide their customers with diverse options to redeem their reward points, which can include gift cards and discounts. Making your loyalty redeem system flexible makes your loyalty program more enticing since consumers can avail of deals they really want.
- Personalized rewards
According to Marketing Land, 79% of consumers show high satisfaction with loyalty programs that have high personalization.
Personalized emails give the reader a feeling that the mail isn’t automated and is made for him or her. Personal touches on emails make it seem as if their exclusive content created solely for the reader. An example can be Sephora’s angle with email drafts. More than personalization in the subject line, they take it down a notch by adding one in the content itself.
- Premium loyalty
More users want exclusivity and are willing to pay for it. The program allows businesses to connect their most loyal customers and provide them with more personalized offers and discounts. The key here is to boost the exclusive experience and further incentivize your consumers who are willing to spend more on your products.
- Referral Marketing
With Referral marketing strategy, marketers are leveraging their customers for referral rewards so they can tap into their wholesale connections. In this way, you not only take care of the partners you already have, but you’re also relying on them to acquire new ones. To help with your referral program, we’ve listed 3 ideas you can consider in managing your referral system:
- Upgrade services
As mentioned earlier, customers are willing to go the extra mile for exclusive perks and offers. You can leverage on this by providing them with an even better service or perk in exchange for a friend they’d refer.
A great example is the referral program of e-cigarette wholesale supplier and distributor, eCig Distributor. For every friend you refer, you’ll earn cash via PayPal while they enjoy a 15% discount.
- Simplify processes
This may sound shallow but referrers want simple steps. They only need to know how to refer and what they get after. Make your referral programs simple and easy to follow. Put those share buttons where they’re visible. In this way, more customers will test drive your system.
- Referral contests
Referral contests are an effective way to encourage your funders to refer their contacts to your brand with a promise that they have a chance of being incentivised. Like any contest, a successful one requires a neat objective and mechanics. Decide why you’re running the contest. Ask yourself who you’re trying to target in order to perfectly choose the right incentive for them.
An example is Riff Raff & Co’s referral program. New customers will receive free shipping vouchers as advocates get a chance to win a free toy if they hit five successful referrals.
A great post-purchase marketing strategy is all about making your buyers feel good about their purchase while encouraging customer retention. Your customer's experience doesn't stop the moment they purchase from you—in fact, that's just the beginning. By showing that you think and care about their needs at every touch point, the more likely they are to advocate your products and consider your brand for their future needs as well.