Retaining a large, loyal customer base is essentially the equivalent of achieving jedi master status in the ecommerce world. The businesses that actually have it right are far, few, and notorious for their dominance in the space — Amazon, Zappos.com, and Apple might be some companies that come to mind for most.
To help businesses gain a better understanding of what goes into an effective marketing strategy that breeds loyalty, we’ll go over some ways to craft those customized, relevant user experiences breed customer retention and increase revenue.
Shopping Just Got Personal
eMarketer predicts that worldwide B2C ecommerce sales will increase by 20.1% this year, reaching a grand total of $1.5 trillion. As the ecommerce market becomes increasingly saturated, it’s important for businesses to set themselves apart from the competition.
To start, you should consider ways to offer a personalized user experience that grabs consumers’ attention while enabling you to capture the behavioral and social insights you need to better engage these customers in the future. Social login enables this process, allowing you to seamlessly and securely collect and authenticate social identities across devices and providing you access to your customers’ first party data.
After your users register and log in socially, you can personalize the user experience in several ways. To get your creative juices flowing, we’ve provided some ideas below.
Personalized Product Recommendations
Companies like Amazon.com do an effective job of recommending products based on a user’s shopping history and shopping cart data. Take product recommendations to another level by incorporating first party data, such as a user’s interests and hobbies, into the recommendations you serve them.
To encourage customers to log back on and complete their purchases, you can email tailored discounts based on the product pages your customers have viewed.
Businesses with brick and mortar stores can use geolocation data to inform customers which items are in stock at their physical storefronts and available for in-person pick-up.
Reminders to Cart Abandoners
Want to lower those shopping cart abandonment rates? Help a customer who’s abandoned his cart along the path to purchase by emailing a personal reminder with a link to complete his purchase. You may even consider including a unique discount code off his purchase to help seal the deal.
To incentivize valuable actions, tap into customers’ competitive natures by gamifying your shopping experience. Consider encouraging your customers to perform valuable actions — logging in socially, sharing permission-based data, and more — by rewarding them with virtual or real world prizes such as discounts, access to exclusive in-store events, and more.
A study by Cisco reveals that 54% of consumers would like to use a smartphone to shop while in-store or on the go. To create those cross-channel experiences that your customers crave, send exclusive offers to mobile app users to redeem in store, or let your mobile shoppers pick up purchased items in store.
Holding the Keys to Success
In a nutshell, the keys to successful customer retention lie in customized user experiences, opportunities for engagement and immersive cross-channel experiences. As a general rule of thumb, we recommend that marketers focus on crafting those 1:1 interactions that utilize the customer’s identity to inform the experiences that will stick and nurture loyalty.
By Emma Tzeng