Online retailers won over a record number of new customers over the Christmas period, but they need to encourage repeat-business if they are to retain their gains.
Keeping lines of communications open is an essential step in retaining customers. Businesses need to offer incentives to get customers to share their personal details. These incentives can include exclusive, customised offers, faster checkouts and high-quality content.
Retailers should send out emails triggered by customer behaviour, like cart abandonment or customer wish lists. Messages based on such customer interactions are five-times more likely to convert. They should also ensure that they sent out the right amount of marketing messages without overwhelming the customer.
Businesses should also check-in on their consumer satisfaction levels after the purchase and then follow-up on any complaints. Acting speedily on customer complaints can turn unhappy customers into brand advocates.
[6 minute read]