Top 3 eCommerce Retention Strategies For Multi-Channel Sellers
Written by Albert Ong.
If you’re selling on multiple channels, customer retention can sometimes feel like an afterthought. Loyalty and advocacy become secondary to marketing, updating listings and fulfilling orders, especially when you’re selling on your website, Amazon, eBay, and other marketplaces.
According to a study by Adobe, however, customer retention is more profitable than customer acquisition. In fact, repeat customers are nine times more likely to make a purchase than first-time shoppers.
To improve customer retention, you need to delight your shoppers. This means creating a positive experience for the buyer, as well as gently reminding them about that experience, in hopes that they would share it with others.
Here are three ecommerce retention strategies to start building relationships with your shoppers:
1. Make Shipping Your #1 Priority
Price and convenience are the two most important factors that affect customer experience. Amazon has become the giant that it is today because it understood the power of free shipping, two-day shipping, same-day shipping, and lower costs.
As a multi-channel seller, you’ll need to ensure that orders across your channels are fulfilled accurately and on time. Customer expectations have soared considerably, and it’s important to have the right infrastructure in place to support your operations. Automation software can help your team pick, pack, and ship with greater speed and accuracy.
Retention all starts with a great customer experience. Shoppers get annoyed at mis-ships and backorders. By contrast, if you offer fast and accurate shipping, your customers might just start singing your praises.
2. Use Email Marketing To Delight &
Email marketing is one of the most effective ways to engage your customers. In one study, email marketing brought a 73 percent ROI compared to organic search (a 67 percent return).
Most people associate email marketing as a tool for lead nurturing, however, it can also be used for customer retention. Once your shoppers have opted in and enjoyed your product, they are likely open to receiving more positive experiences.
Here are some tips for effective email campaigns:
- On marketplaces, don’t be afraid to ask your customers to leave any feedback regarding your product.
- Personalize messages through segmentation and ensure that email content is relevant to that segment.
- Use mobile-friendly emails, so customers can read your messages on the go.
- Encourage your repeat customers to share their positive experience through word of mouth or social media.
- Consider launching a contest or giveaway, which can raise brand awareness and is useful for community building.
- Provide relevant product recommendations based on your segments.
- Deliver content that will excite them about existing and future products.
Since it’s difficult to know which email marketing approach works best, we recommend performing A/B testing. Analyze and optimize your campaigns to get the most out of your efforts.
3. Ask For Feedback & Learn How To Manage Negative Reviews
Ratings and reviews are important on marketplaces and comparison shopping sites. This is why we always recommend engaging first-time buyers through email. If the feedback is negative, then you have the opportunity to work things out with the customer.
Catching them early on is better than having them silently hate your brand. Delighting your customers should be your number one goal.
Unfortunately, it’s impossible to maintain a perfect score. No matter how hard you work, some of your customers will leave negative reviews. While you can’t always satisfy everyone’s preferences, don’t let that stop you from pushing forward. In fact, negative reviews can be turned into opportunities.
A negative review gives you a reason to communicate with unhappy customers. Whether they want a replacement or refund, responding to the reviewer can help overturn the experience. You may even want to offer a discount on future orders to make up for the inconvenience.
Since you get to address negative reviews publicly, you do more than retain customers. You also get to show potential buyers that you take customer service seriously.
Ideally, you want to do more than retain customers. You want to turn your loyal customers into brand advocates who leave positive feedback and share their positive experiences on social media.
It’s all about investing in the customer experience. By having a strong infrastructure and using email marketing to engage your shoppers, you can accelerate growth and take your business to the next level.
Rare.io helps you personalize your emails to a degree impossible in other email marketing software. We take the data you already have and unlock it to create hyper-targeted offers that translate into a bigger bottom line – and customers who stick around – for you!
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.
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