You can probably name a few popular brands that have achieved a cult following of repeat customers.
While not every brand can be the Apple or Starbucks of their industry, any brand can become indispensable to their customers when they invest in their experience and prioritize the customer relationship. Put your customer first, and repeat sales are sure to follow.
Read on to find out 5 ways any brand can encourage repeat customers:
Repeat customer and return customer are different but related terms.
Returning customers are those who’ve purchased from your company once before and decide to buy from you again.
Repeat customers are people who buy from you time and time again and would be considered loyal customers.
How do you identify a repeat customer?
Customer data enables a business to identify a repeat customer. For example, customer loyalty metrics such as customer lifetime value, customer retention rate, and repeat purchase rate.
To ensure a good customer experience, agents will need customer service technology that enables them to quickly identify a repeat customer when they reach out. Zendesk’s customer service solution arms agents with relevant customer context, like a repeat customer’s account type, contact information, or previous support questions.
After all, if a repeat customer has to repeat the same basic information each time they reach out to the business, they aren’t going to remember the experience as a positive one.
Brand recall is a top metric for marketers. It refers to the consumer’s ability to recognize and associate your products with your brand when they see your message.
Brands can cash in on recall by creating memorable experiences that set themselves apart, such as unique packaging, savvy social media posts or bold marketing campaigns.
Courtesy of Johnny Cupcakes
In some cases, the novelty of the experience can be the very reason why your customers come back for more.
Johnny Cupcakes, “the world’s first T-shirt bakery,” is one example. The T-shirt retailer boasts a few fun customer loyalty stats, including more than 2,000 loyal customers who have the brand logo tattooed on their bodies.
Give customers more choices
It feels good to have options. Sephora, the beauty retail company that’s become a household name, disrupted the beauty industry by bringing multiple brands under one roof and giving customers the luxury of choice.
Stitch Fix is another brand that is giving customers more choices. While they made a name for themselves selling stylist-curated clothing subscription boxes, they now give subscribers the option to supplement their boxes with a shopping experience that allows them to choose from a selection of clothes they can buy a la carte at any time.
Here’s an example. Glofox, a startup that provides gym management software, pivoted their entire product roadmap to help customers who were struggling to transition to online fitness classes. They stopped everything they were doing and were able to develop this capability for their platform in about a month.
The secret reason customers become repeat customers
At the end of the day, it’s probably not discount codes or flashy stunts that will win your customers over and lead to a repeat purchase. It’s the experience they had and how you made them feel that will make them a customer for life.
So when in doubt: Be kind, be helpful, and be human.
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