Sheri Hebbeln
December 27, 2013 | Customer Relationship Management (CRM) | Sheri Hebbeln

To Boost Online Revenue turn to Repeat Customers

While attracting new customers to your online wine store is an obvious goal, you need to focus on retaining existing clients and encouraging repeat purchases. How, you ask? By building customer loyalty.

Customer retention should be getting just as much focus - if not more - as attracting new clients to your winery. While this seems like a challenge, returning customers are more likely to spend more, according to MarketingProfs. It's actually more expensive to acquire new customers, and returning shoppers are more likely to make larger purchases because they already know they can trust your business.

The source cited the following two statistics that may make you rethink your approach to building loyalty:

  • From Lee Resource: Customer acquisition costs five times more than retention.
  • Harvard Business School: Boosting retention rates by just 5 percent can increase profits by 25 percent to 95 percent.

The numbers make a pretty convincing argument. The following tips can help you build loyalty after you make the first sale:

1. Make adjustments to your thank-you page
This is the first step in leaving a lasting impression after the initial sale, Business 2 Community said. You can treat the thank-you screen just like any other landing page on your site, but you need to identify the action you want customers to take. Do you want them to sign up for your newsletter? Email list? Join your wine club? Determine this before adjusting the page and craft a clear call to action. Consumers may not want to start an account during the checkout process, but you can remind them after, and this will give you a way to stay in touch.

2.  Personalize wine marketing efforts
Customers hate feeling like they are just another name in your database, especially because wine tastes are very individual. Sending personalized emails can make previous clients feel more valued, particularly if you include special offers based on their past purchases, MarketingProfs said. Remembering their birthday is another way to score big points with shoppers. The more data you can gather about consumers, the better experience you will be able to offer them, and they will pay you back with continued business.

3. Reward repeat purchasers
One of the best ways to encourage loyalty is by rewarding it. For customers who make fairly frequent purchase from your online store, it can be very valuable to send them special promotions. This market is very important because these shoppers not only give you repeat business, but also customer referrals. This does not need to be an overly complicated process - a simple offer can make a big difference.

4. Impress clients with customer service
Customer service can be either your biggest advantage or a major Achilles' Heel. This step may seem extremely obvious, but the fact of the matter is many companies fail to deliver a high-quality experience, and this can drive first-time clients away for good. Some businesses focus too heavily on the sales and marketing aspects and not enough on support. Customer service shouldn't stop after the order goes through, especially because there are a number of problems that could occur during shipment. If your customer experience during the checkout process is top-notch, your retention efforts will fall flat if you abandon shoppers when they have a problem with their orders. Excellent customer service is still the best way to build lasting relationships with customers. It isn't just about getting individuals to buy once - you want to gain their support for life. 


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