There are certain times of the year that e-commerce stores are buzzing with holiday energy. Famously, what is known as “Black Friday” and “Cyber Monday” are characterized by consumers looking for quick buys and killer deals. Many may dart on to a page and grab a sale without even remembering what e-commerce business they visited. How can you develop life-long customers from one-time seasonal shoppers?
There are several distinct steps that you can take to keep the energy alive with these valuable shoppers. Stand out from the crowd by utilizing these practical steps and watch the loyalty of new customers grow.
Be sure to obtain the holiday shopper’s email address within the first interaction. This paves the way for ongoing communication. Develop a specific strategy for maximizing your point of contact. You might consider a couple of quick survey questions that allow you to personalize your connection.
Consider creating an appreciation email sent a few days after the sale. The average open rate is about 42 percent. Knowledge of this low rate causes you to want to stand out virtually with a personal greeting. Your welcome email should give your initial shoppers the impression of being invited to an individualized “meet and greet” and tour of your business. This can be done with eye-catching graphics and high-energy video links. If possible, try to customize your welcome based on your initial survey questions you acquired during the first visit.
Once your communication has been established, continue you it with intention and variety. Consider these opportunities for cultivating a growing relationship:
Surprise customers and go beyond their expectations. Don’t be like everyone else. Encourage them to feel like a member of your team or family.
Make it your mission to turn holiday shoppers into repeat customers. They will require less cash flow to maintain, purchase more on average, and develop a deeper connection with your business. This investment leads to word-of-mouth sales and an extended customer base. When you understand the value of your investment, you will do so with focused attention and energy.
Brainstorm ways to create loyalty programs that quickly identify your brand and mission. Establish a draw for identifying with your brand. Offer a discount, free gift, or product upgrade for additional visits and purchases. Aim for customer retention and a bonus or incentive for inviting others.
Don’t just be a turn-to in high volume, holiday times. By developing a targeted plan for retaining and developing your customer base, your visitor’s first purchase can be the beginning of a new and long-lasting relationship.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.
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