IndustryEcommerce
How to turn Christmas shoppers into repeat purchasers
Al Keck, managing director of retail specialist toinfinity, advises you how to make the most of the upcoming Christmas trading season
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our Christmas marketing campaign is in full swing and you have every offer and promotion planned from now until January to entice those new customers to buy. With so many options for
online shoppers and the opportunity to shop around quickly and efficiently for the best prices, we have put together some tips to help turn those customers you have worked so hard to get, into repeat purchasers.
Acknowledge and ask– Make a good impression in your post-purchase
follow up emails by acknowledging they are first time buyers, thank them for doing their Christmas shopping with you and ask them if they would like to hear about your offers and promotions throughout the year.
Review buying behaviour– Look back at your online sales from last Christmas and identify the types of products that led to first time shoppers coming back to you throughout the year. Once you have this, you can tailor your promotions to those types of products.
Money or % off next purchase – A sure fire way to encourage online sales is through promotions, offers and by offering the Christmas shoppers money off, or a % off their next order could provide a much needed boost in the New Year. You could potentially also add a time delay to this offer so they can only redeem within the last two weeks of January for example.
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Deliver top-notch service – If a customer has a bad experience with an online retailer it can sour a relationship for good, so ensure you are providing exceptional customer service over the holidays and throughout the year. Make sure your stock levels are accurate so you are not having to cancel orders, and make sure your customer service team are responding to customer queries within 24 hours.
Site usability– The ease and convenience of using a site can ensure you turn first time holiday shoppers into regular buyers, so make sure your checkout process is easy to use and you are only showing sizes and product variations that are actually in stock.
Personalise offers– You’ve had a great Christmas online and now have
tons of first time buyers in your database. Now you need to turn that data into sales by personalising offers to them based on what they have purchased. Personalised offers can be much more effective than mass promotions.
And of course don’t forget about the customers that bought from you
last Christmas! Create a custom promotion just for them and remind them that they shopped with you last year, and if possible what they bought.
Al Keck is an e-commerce/digital marketing consultant and managing director at retail specialist
toinfinity.co.uk
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