Why a good shopping experience is not enough for customer loyalty
Expanding brand loyalty and strengthening customer retention - two points that are actually at the top of every company's wish list. To achieve this, many retailers put a lot of effort into wooing new customers and thus inspiring them with their own shop. Vouchers, discount codes or even small gifts for the first purchase - the possibilities are manifold.
Trust from regular customers increases sales
And it also makes sense to want to turn new customers into regular customers. Those who have had a good experience once are happy to come back and no longer need to be "persuaded" with expensive advertising measures. New customers always cause costs - be it through the advertising campaigns with which companies fight for their attention or indirectly through the loss of sales caused by the discounts and vouchers.
[tooltip title="Regular customers" colour="blue"]Regular customers ensure regular turnover and are even prepared to pay somewhat higher prices as long as they feel they are in good hands with "their trusted retailer"[/tooltip].
The personnel who take care of all these acquisition measures and new customer care also cost money. - And then it is not certain that these measures will pay off and that the new customers will really become regular customers or whether it will remain with the one-time order instead.
One customer taken care of could be more valuable than 10,000 $ worth of advertising.
Jim Rohn, US entrepreneur and motivational trainer
A large product selection, an attractively designed website and fast delivery - these are the "ingredients" that most online retailers use for their customer loyalty. Sensible, of course - but meanwhile taken for granted by many customers.
Because if the shopping process doesn't run smoothly or it's difficult to navigate through the shop page, that's already a criterion for exclusion for many. They will certainly not become regular customers. But what if everything fits, the customer has a good shopping experience and happily clicks on the "buy" button?
###10 tips for brand loyalty and customer retention
After the purchase, it's mission accomplished, isn't it?
From this moment on, logistics service providers such as DHL, Hermes and Co. take over for many online retailers - and the carefully built customer journey that the customer has gone through so far breaks off. Just like that. At most, the customer receives an impersonal "Thank you for your order" from the retailer, and then the journey is effectively over. After all, the customer has bought and had a great shopping experience, right? Mission accomplished, task fulfilled?
Relationship killer: routine
But it's not that simple. As in every relationship, the danger here is routine. Because business relationships also suffer when one part suddenly no longer feels valued and thinks the other is no longer wholeheartedly involved.
[tooltip colour="orange"]If an online retailer no longer takes proper care of its regular customers, they may end up looking elsewhere for their (shopping) fortune and migrate to the competition.[/tooltip].
People quickly get used to a nice shopping situation and eventually take it for granted. The website is beautifully designed? Great. But should that be all? Where they are welcomed with all the means of good new customer acquisition. Because regular customers also want to be wooed.
A good post-purchase experience makes regular customers
So what to do? One solution: don't let the customer's shopping experience end with shipping, but add a good post-purchase experience. If you provide customers with a special experience after the purchase and actively guide them through the shipping process, they will feel valued and well looked after.
The online retailer thus controls how and what is communicated during this part of the customer journey. Sending the most important messages to the customer in their own style and keeping them actively informed; this is what makes a good shipping experience - and turns new or occasional customers into regular customers.
Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.
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