All brands focus to increase it’s repeat purchase. Once a customer has made a purchase, HOW to bring back them without spending again
While acquiring a customer for the first time, brand has already shelled out a good amount of money (attributed as CAC or CPA). Many a times, CAC + some offer is given out to bring a new customer. This makes the margin as negative. But brands want the customers to come back second, third (….) time without spending any money on them i.e. organically.
In other words, customer should come to the brand platform (app + website) directly and not through any paid campaigns or paid channels like FB, Insta, Youtube etc. But is this really possible? Yes, let’s see how
First let’s see what all channels are allowed to bring back the old customer traffic which is counted as organic only
To increase the repeat purchase, one should do personalized journeys, referral programs, target based goals and good loyalty programs
The channels are email, SMS, push notifications, SEO, Direct, whatsapp, non promoted social posts (like on FB, Instagram, Linkedin etc) & brand owned blogs.
Strictly speaking, nothing is organic but above channels are considered as organic and these are ongoing costs and more of a people’s cost.
Strategies for increasing your repeat purchase by exploiting above channels
1) Personalized customer journeys with a intent of
a) Cross sell (like Flights + Hotels, Razor + blades etc.)
b) Information spread (about new product launch, any big news etc.)
c) Reminders to refill something (like medicines, baby diapers, grocery)
d) Feedback & surveys (UGC content is must to engage)
f) Blogs & engaging content (some videos, interviews, ‘How to do’ stuff etc.)
Customer journeys are nowadays very useful and common way to engage & re-engage a customer for repeat purchase. These are built like an interwoven/series of modes of communication on all the platforms like SMS, email, push notifications and Whatsapp.
To increase the repeat purchase, personalized customer journeys are highly recommended. Brands make numerous journeys and these journeys are terminated once the purchase is being done.
What all can be communicated is mentioned in bold above. The key is to exploit all communication channels and to bring some new content frequently.
You might be thinking as what is a personalized customer journey. I will be writing a detailed article on this very soon. Stay Tuned 🙂
Introduce referral programs to incentivize the old customer and new customer. By this way you get free of cost new customer and also old customers are enticed to make a booking.
a) Time based :- e.g. if you book right now, you will get 10% off. Offer expires in 2
b) Value based :- e.g. if you make 3 bookings from us, you will 50% off in next
Target based goals are very important for repeat purchase. These give a sense of urgency or a sense of lucrativeness to achieve the goals
This is a well used way nowadays. These can be made in multiple formats like virtual points cashback, fixed discounts, priority slots, privilege tags, premium customer support etc. This surely helps the customer to stick to the brand for long.
Caution:- Don’t try to befool customers on name of loyalty. It’s better not to have a program rather than just a marketing gimmicks. e.g. if you are giving virtual points and allowing to use only 20% of it in next purchase, it brings distrust among the customer.
Give that much only which a customer can use fully. Do your maths properly and then come out with such a plan
5) Gamification through high quality content (Videos or articles)
There are some industries where the customer don’t make frequent purchases like flights booking, holidays booking, furniture buying, Real estate etc. So many a times customer uninstalls the app or forgets that he has a brand XYZ app installed.
Also many a times either he ignores the personalized journey communications or sometimes communication doesn’t reach to him. In this case brands should try to keep their BRAND Memory fresh in customer’s mind (TOMA – Top of the mind awareness). If a brand is fresh in customer’s mind he will come back to book again.
Here comes THE CONTENT. A high engaging content gelled with gamification flavour will make customer’s never forget your brand.
e.g. holiday packages selling brands can regularly show some experiences to customers from various destinations. Or some easy & engaging contests can be very useful.
Do let me know your thoughts on this. In case of any questions/suggestions plz let me know.
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