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Ecommerce Growth

18 Slightly Fresh Customer Retention Ideas for eCommerce

Don't leave store visits to mere coincidence. Implement these 18 customer retention examples and strategies to nurture relationships & improve repeat sales!

18 Slightly Fresh Customer Retention Ideas for eCommerce

Retained customers offer 5X the returns of a new customer. Here’s how you can make the experience better for them and even improve sales.

We all know that it’s far easier to retain a customer than it is to gain a new customer.

What is customer retention?

Customer retention is the ability of the business to retain its existing customers over a certain period of time.

A higher customer retention rate is indicative of the fact that the business has managed to build a sustainable relationship with its customers and these customers will continue to come back for doing business and might even refer their close ones to do the same.

How to calculate customer retention rate?

We use customer retention rate as the metric to measure the number of customers who remain with the business at the end of a given period.

Formula to calculate customer retention rate

Customer retention= ((CE-CN)/CS)x100

Where,

CS= Number of customers at the start of the measured period

CE=  Number of customers at the start of the measured period

CN= number of customers acquired during the period

How to improve customer retention?

  • The game of loyalty - Things like a simple point-based system or an elaborate rewards scheme works to delight your customers.
  • Address the feedback - Listen to your customers and act on their queries. You need to show them that your business cares about them.
  • Customer feedback loop - Close the feedback loop with an NPS questionnaire, an email survey, or a similar mechanism.
  • Corporate social responsibility - Show that your business cares about the environment in which it lives and works.
  • Use groups and communities - Build belonging and a sense of ownership with user groups, forums, and communities, be it online or offline.
  • Personalization of offerings - Personalized customer support, product suggestions, and even compliments can make the customer feel special and stay loyal to your business.
  • Subscriptions - A subscription-based payment system will make it easier for customers to stick to the business than switch vendors from time to time.

Did you know that only 18% of businesses actually invest in customer retention marketing?

And — those who do — don’t do it right.

A majority of them implement these strategies without even understanding user behavior and experience.

And we all understand the fallacy of that.

Let’s take an example.

A brand was recording a high percentage of churned customers. What did they do to retain these customers? Roll out promotional offers.

BUT what they failed to realize was that the entire reason they were losing customers was poor customer experience.

The right solution? Launching a proactive communication plan with a feedback loop and then implementing custom retention strategies.

You see the difference, don’t you?

On that note, let’s consider another statistic: An average American company will lose at least 30% of its customer base each year due to a lack of customer loyalty.

However, the right customer retention strategies can actually cement their transition from one-time buyers to lifelong fans.

The results this can bring?

18 solid customer retention strategies for repeat purchases  

1. Get the most from retargeting

Customers have different journeys. We all know that.

While some customers convert immediately, others need constant reminders to complete their purchases.

That’s where retargeting comes in — and it has shown phenomenal results for advertisers.

However, most advertisers only set up these campaigns once: at the beginning.

Here, they generally add their email addresses to the Google Analytics algorithm and let the platform do its thing.

This generally involves different customers in different journeys being targeted by the same ads.

You see why that’s a problem, don’t you?

A better way to do that is by running targeted ads (generally with an ad management platform) for two weeks and then updating it when someone clicks on the ad, when someone adds something to cart, or even if a lead has been converted.

Here’s how you can structure ads for better customer retention:

For new customers, set product discovery ads. Keep them running for 7 to 14 days until they check out your website or even convert.

discovery ads for ecommerce - customer retention examples

For customers who have been through your website and possibly visited the product pages or have added something to cart, make an offer. Give them a discount, a freebie, an incentive to checkout quickly.

final nudge ad ecommerce - customer retention examples

For customers who have converted, bring them to the next step: repeat sales. Offer an upsell or cross-sell nudge, even using social proof to seal the deal.

ads for repeat sales ecommerce - customer retention examples

Here’s a great customer retention example of how you can adjust your ads as customers move through their journeys.

adjusting ads as per customer journey - customer retention examples

2. Drive the DIY Factor

The DIY appeal has been all the rage for a few years now, with brands tuning into gamification, community engagement, unboxing experiences, and build-it-yourself products.

And it works.

One of the reasons IKEA does so well is because they engage their customers across the experience.

In fact, Harvard Business School conducted a study dubbed The IKEA Effect and found that customers are more likely to value a product when they actively contribute to it - the Labor of Love, if you will. This also helps boost customer retention.

Here’s a customer retention exampleto keep customers hooked:

Bring a store-like appeal to your digital experience, with Augmented Reality

driving repeat sales through augmented reality - customer retention examples

Encourage customers to share UGC with contests & giveaways and show it off on your website, like Batini does with its ‘Shop our Instagram Feed’ feature

driving retention through ugc content - customer retention examples

3. Don’t just be aware of your competitors, build an edge

How do you know if your product or service is satisfactory for your customers?

How do you achieve customer retention in a market that is so competitive?

How do you stay ahead of the competition?

By taking them on head-strong.

Take a look at how Apple did this with PC:

Or how Wendy’s tackles Burger King with some clever copy on Reddit

wendy's burger king twitter feud - customer retention examples

Do you know why this works? Because it’s memorable. It is tongue-in-cheek humor but it also resonates with the audience.

Now, we’re not telling you to go on and fight your competitors online.

BUT we are telling you to build an edge around your brand for more repeat sales, something that’s memorable puts you in a human light, and will be relatable to your audience.

Here’s a customer retention example:

Be mindful of what you stand for; run an edge for your brand with witty copy to demonstrate your ideology, like Patagonia does here

patagonia csr - customer retention examples

Position your brand as an influencer in your space (and use it to not only share brand updates and bag repeat sales but also talk about relevant topics that matter to your customers)

be an influencer ecommerce - customer retention examples

4. Niche down and expand

Xerox. Thermos. Spandex. Jello. Band-Aid.

Do you know what they all have in common?

They’ve established such a niche for themselves that their products are referred to by the brand names themselves.

Niche brands (and segments) go a long way in customer retention.

Over the last five years, niche brands have seen a lower CAC as compared to more conventional brands.

niche segments in d2c see lower cac - customer retention examples

Owing to their niche (and hence limited) nature, they also enjoy several repeat sales.

Here’s how you can benefit from this customer retention example:

Develop a product that’s entirely unique to your brand and is bound to get repeat sales, like Bath and Body Works does with its proprietary wallflower fragrance plug

unique product application - customer retention examples

Build on trends that offer long-term benefits, like Touchland does with its essential oil and aloe vera infused hand sanitizers

trend jacking ecommerce - customer retention examples

Develop a category to cater to a niche audience (one that is generally left out), like Lefty’s does with its left-hand store

niche brands ecommerce - customer retention examples

5. Build cult loyalty (easier said than done, we know, but not impossible)

Cult brands are born from indomitable willpower and devotional belief.

The two go hand-in-hand, and you can soon find yourself belonging to a special club of people who are more than just customers – they're fans. They’re guaranteed to offer repeat sales.

These customers are so devoted that they become like an extension of the company by promoting your brand in their two-way conversations. This leads to a positive image for both your brand and your customers.

Good examples definitely include big players like Apple and Google, but smaller brands have also been seen to benefit from this.

Here’s how you can make it work for your brand:

Turn to Instagram to build a human appeal for your brand (one that is loved and cherished by your customers)

cult loyalty ecommerce example - customer retention examples

Great brands don’t sell products, they sell an experience. Forget about your products for a second, build a persona (and get even more repeat customers)

repeat customers ecommerce

Build a commitment curve that is curated to offer content radically different from the rest and is sure to bag repeat customers, like Lemonade does

commitment curve for repeat customers - customer retention examples
Source

6. Only Consider Interested Customers

The first thing to remember while improving customer retention return rate is that customer retention costs money. So when you decide to allocate your budget on retention marketing, you need to figure out who you’re planning to put your money on. 

So how to retain customers?

Your first goal should always be to retain your most profitable customers. Goes without saying, they’ll offer a higher ROI. 

You’ll be able to identify who your high-value clients are from specific eCommerce metrics such as customer lifetime value (CLV), average order value (AOV), purchase frequency, etc. 

You can get more information on their shopping behavior through heatmaps and funnel analytics. A conversion optimization tool such as ConvertCart’s CRO360 can solve this easily. 

Next, you should focus on your dormant or inactive customers. This step is important to ensure that

  • You can retain them before they leave
  • You don’t waste money on customers who aren’t interested

Every eCommerce business may have about 25-60% of these customers. The first step is to identify the ones who are inactive. 

You can find this out from 

  • The type of products you sell
  • Your email software

The inactivity period for customers is different for regular and seasonal products. Depending on your product type, you can calculate the inactivity period. 

You can easily create segments in your email marketing software for inactive customers. For example, an email software such as ConvertCart’s Engage will help you track your dormant customers. 

So, how do you get them to buy again?

Back to your email software again. You can simply create automated email campaigns to lure them back in. 

If you deal with products that are likely to be bought again, say consumables or cosmetics, you should map their average shelf life and set up an automated email campaign when the purchase is due again.

Take shampoo for example. The average usage of shampoo of 250 ml can have 25 applications of 10 ml each, so the right time to reorder again is in a month.

For more concrete data, you can look at the repeat purchase reports to understand when a customer is likely to order again.

Alternatively, you can create a subscription plan for the products that require re-orders.

Look at this example of Birchbox:

Birchbox subscription plan - how to retain customers - customer retention examples

Another example of Sock Club:

Sock Club - customer retention examples

This not only commits a customer for future purchases but also pushes the envelope for LTV—necessary for any business’s survival.

For the customers who’ve been inactive for a very long time, there’s a chance that they may not purchase again. You can test offering huge discounts to bring them back into the buying game. In case of no response, it’s best to let them go. 

7. Prompt Customers with Relevant Value

Research says that existing customers are likely to contribute 31% more to their average order value with your business. 

You can offer several types of incentives you can use to retain your existing customers.

Think customer retention programs. There’s an obvious incentive for customers to come to your website if they’re getting something in return.

a. Have you started loyalty programs yet?

Setting up a customer loyalty program is telling customers that they’ll win something — reward points, credits, discounts, and exclusive offers — every time they purchase from the site. This motivates customers to revisit and buy from your site than jumping ship to competitors’ stores.

82% of customers say they will switch stores to take advantage of competitors’ promotions.

Well, that’s obvious.

You don’t need to always tie up rewards with purchases. You can ask customers to register an account, leave a product review, and refer your brand to friends and family, to avail a store discount.

When they see how easy it is to earn credit or reward points, they’ll think of you the next time they want to make a purchase.

Sephora’s Beauty Insider program hits out of the park with their program. Bridget Dolan, VP of Interactive Media at Sephora, says that 80% of sales come through the Beauty Insider Program.

Sephora offers discounts based on customer spends in different tiers.

It takes this one step higher and offers birthday rewards and personalized product recommendations too.

Sephora loyalty programs - customer retention examples

Loyalty programs are all about making your customers feel special. They work like a charm: not just for young shoppers, but for senior shoppers as well.

Whether it’s discounts, exclusive offers, product recommendations, or teaching a new skill, providing value to the customers will go a long way and will make them come back for more.

b. Are you looking to run referral programs?

What’s better than customers loving your products and passing the information to their friends and family in exchange for discounts and rewards?

These are called referral programs.

This not only bridges the gap between you and the existing customers, but it’s also helpful in getting new customers to the site.

Riff Raff & Co., a baby sleeping toy company, does this very creatively.

They reward customers after they’ve referred their products to 5 people. Customers can simply share their referral links with others and get them to sign up.

Riff Raff & Co - Referral program - customer retention examples

Look how Airbnb does it.

They give out coupons for referring the brand to friends. You can simply share a referral code via Facebook and Twitter and earn a coupon which you can redeem at the next purchase.

Airbnb coupons - customer retention examples

c. Did you say free samples?

Everyone loves free stuff.

More so when they’re spending an amount, a free sample is a sweet cherry on the cake.

Free samples can increase sales by as much as 2000% in some cases.

Whenever a customer decides to buy something, they go through a buyer decision process. They consider all options available to them, understand their needs, look at the prices, before coming to a decision.

Offering a free sample can mute those distractions and make customers head directly towards the checkout.

The better part? They’ll remember getting a free sample at the checkout and will come back for another round.

In short, free samples win you the second round of purchases.

You can combine free samples with loyalty and referral programs to come up with your customer retention strategy.

Look at this Instagram post by Milk Makeup. They ask customers to tag a friend in exchange for free samples.

Milk Makeup free sample - customer retention examples

This not only gets current customers to pay more heed but makes new customers take notice, thus, leading to more conversions in the future.

In case you’re not willing to give out samples to everyone, you can take a leaf out of Sephora. They let customers claim different freebies as per their average spend. This makes customers want to spend more so they get better free stuff in return.

SHORT ON TIME? HERE'S A QUICK SUMMARY OF THE AREAS TO LOOK AT:

8. Open Up Multiple Channels

Your existing customers are on a different stage than people who don’t know about you yet. They require a different message compared to other audiences to come back to your site and improve your customer success rate.

Run campaigns especially targeting these buyers offering exclusive discounts to score brownie points with them. We love how Kikki.k does it. ‘Shh...Member Exclusive’ is a great way to rope in those drifted buyers.

kikki targeting existing customers - customer success rate - customer retention examples

Below are some tactics that you can rely on to get the message across and improve customer success:

a. Segment buyers & target through email marketing

Never gets old, does it?

The best part about email marketing is that you can segment buyers as per their persona. You can promote to price-sensitive buyers when you have a flash sale or discounts.

For more loyal advocates, you can personalize exclusive deals, pre-book their purchases, or give them a sneak-peek into new products. You can also reach out to customers to collect their feedback, like in this example below:

customer feedback email from deathwish - customer retention examples

Make sure to spend a little extra time understanding what your customers are looking for and how you can help them achieve it.

On that note, have you seen 15 High-converting examples of automated emails?

b. Send personalized messages with SMS marketing

You may think SMS is dead, but you could be wrong.

With a 98% open rate, SMS Marketing is alive and thriving. SMS gets consumed faster because of its clear and crisp message.

However, driving a customer to click through to your website can get tricky on SMS. To make it work, you should look into personalizing messages to hook the customers from the word go.

For example, you can start the message by addressing the person’s name to make it more personalized. ‘Hey, Steve’ sounds so much better than a simple ‘Hey’. Look into these small details before shooting a message to your audience.

Here’s a template you can borrow:

Hey <name>, it’s been a while since we saw you! We know you have a <event> coming up & we’d love to host you for it. Swing by between <dates> for a <discount>. See you soon!

c. Hook customers through Facebook marketing

Facebook does one thing better than other social media channels: contextual advertising remarketing. It’s a great medium to hook customers and get them to your site. Here’s a remarketing ad campaign run by Facebook to target former buyers of this brand:

facebook marketing - customer retention examples

Facebook messenger too is great for rolling out customer retention strategies.

Whether you’re launching discounts, asking customers to leave a review, providing order updates, or asking for a post-purchase experience, Facebook Messenger can make people pay attention, and sometimes that’s all you need.

d. Use WhatsApp marketing for updates, feedback & more

Ever ordered from a website where they ask you whether or not you want order updates on WhatsApp?

That’s WhatsApp Marketing.

Whether it is sending order updates to the customers, asking them for feedback, or requesting to leave a review, WhatsApp is faster, more accessible, and effective. You can also use WhatsApp to recover abandoned carts. Trigger an automated message to nudge customers to come back and complete the purchase.

Here’s a great example of how HolidayPirates leverages WhatsApp Marketing to build a bond with its customers:

customer retention examples

e. Relieve immediate gratification with web push notifications

The most effective of ‘em all. Once you’ve pushed a customer to download an app, all you need to do is send automated messages to get them to come back to you.

The web push notification gets read instantaneously. Since it doesn’t require an email address and phone number, there's a higher number of notification opt-ins compared to other channels.

Here’s a template you can use to build a quick push notification:

Hey <first name>! You visited us <a time period> ago, but we haven’t seen you since. Continue exploring our <name of the product they browsed> range and buy them at an additional <discount percentage> off, valid only for <time period>. <CTA>
Want more? Check out 18 Push Notification Templates for eCommerce (& great Examples)

9. Offer Exclusive Pricing to Repeat Customers

It’s easy to keep lowering prices to encourage repeat purchases, but as a business owner, you know that you can’t rely on that. There are various pricing strategies that you can look into to ensure your sales don’t take a hit while lowering the price for customers.

Heard of a loss leader?

That’s what we’re going to play here. Imagine you own a bedding store where you decide to advertise mattresses at a ridiculously cheap price for existing customers. Customers will jump at the opportunity while also wondering ‘How are you making a profit off this’?

But as the puppet master, you’re holding the strings and know exactly why you are doing so.

You know when a customer comes to buy a mattress, they’ll also look at new sheets, pillowcases, duvet covers, mattress topper, and so on. So, you make additional profits by increasing the average order value of the customer.

This is exactly what Amazon does every Prime Day.

example of customer retention by Amazon - encourage repeat purchases

It gets new customers to subscribe to Prime and old customers to make repeat purchases, therefore, increasing the sales multifold.

CC Ebook Banner

10. Position Customers as Brand Ambassadors

There's nothing better than customers promoting your brand for retention marketing.

Whether it’s on social media or on your website, encouraging customers to share their experiences is an unbeatable form of social proof to get those dwindled buyers back to the site.

There are many ways you can ask customers to promote the brand. You can come up with a branded hashtag and ask people to share their stories using the hashtag. Look how Smile Direct Club does it.

Smile direct club  Hashtags -  retention marketing examples - customer retention examples

They mention a hashtag #WhatMakesMeSmile in their Instagram bio and ask people to share their experiences using the hashtag.

Smile direct club  Hashtags

You can repost these stories on your brand's handle to show off these loyal customers and get more visits and buys from your site.

This will also create a community of loyalists — people who love your brand, so you can target them next time for discounts, exclusive offers, etc.

Take this example of Frank Body:

 Frank Body discounts - customer retention examples

This Australian company encourages customers to share a picture with their products to get featured on the brand’s official handle.

They also host giveaways and contests to engage and reward customers.

Besides earning rewards, it’s a thrill for customers to get featured on their favorite brand's page, and that alone serves as a motivation for them to engage with your brand.

11. Run Retention with Reviews

There is a reason why people come back to your site. They might like the products, the ingredients used, the quality, or the overall experience.

But how do you find that out?

Look no further than customer reviews. Your customers will give you the biggest clues about what they like and what they don’t like in their reviews of your products. Look what customers have to say about this Ruby Red Lipstick from Mac:

Ruby Red customer reviews - Get Repeat Customers Through Customer Reviews - customer retention examples

This will also tell you how you can make your products better.

In this case, customers don’t like the texture of the MAC lipstick. MAC can work on making the lipsticks moisturizing while promoting MAC Primer along that can be applied before using the lipstick.

Looking for ways to get more customer reviews on your eCommerce website? Here are 15 strategies you can implement right away!

12. Tailor Product Recommendations to Each User

Not all recommendations are the same.

Companies still don’t understand the importance of personalization and why it goes a long way. Personalization is not only limited to who you are addressing, but also what you are selling to them.

Amazon’s recommendation engine is one of the best examples. As soon as you complete the purchase, they suggest items closely related to the purchase to drive repeat sales from the customers.

 personalizing product recommendations - Personalize Product Recommendations (Don’t Just Say Their Name!) - customer retention examples

If you should do personalization, you must do it the right way. Here are some tips to keep in mind:

a. Always keep product recommendations above the fold

As per a study, keeping product recommendations above the fold is two times more effective than keeping them below the fold.

Here’s a cool example from Pura Vida:

customer retention examples

b. Show the ‘best-selling’ products to the customers

Amazon gives out bestseller tags to products that are indeed bestsellers in each category.

customer retention examples

You can do something similar on your site.

When the customer visits the site for the first time, you can let them know the best-selling products in each category, so they don’t feel lost among the myriad of options.

Once they start engaging with the site, your product recommendation engine will tell you the products they look for and come up with personalized recommendations to engage with them from next time onwards.

c. Sneak in product recommendations in email campaigns

You can spice up the follow-up email trails (that you send regularly) by sneaking in the product recommendations according to customers’ shopping and browsing history.

It becomes easier with a recommendation engine that can tailor suggestions according to different variables.

For example: ASOS

customer retention examples

Interesting, isn’t it?

13. Rethink & Respond to Feedback

Customers have got no chill.

Their expectations are through the roof when it comes to customer service.

Responding to customers speedily and effectively increases their loyalty up to 25%.

Make sure you don’t assign a bot to reply to customer’s queries. Create a team of people who can monitor mentions on Instagram, Twitter, Facebook, and other channels, and proactively solve customers’ woes.

Here’s a lovely example from Casper:

Example from casper - Rethink How You Respond to Feedback and Upgrade Products - customer retention examples

14. Resonate Your Brand Ideals With Your Customers’

There are a lot of reasons why customers continue to shop from you. Some of them may even surprise you.

Surveys suggest that customers prefer a brand that advocates a cause they also believe in.

During COVID-19, people vowed to shop local to restore the economy, and generate employment for those severely hit by the crisis. Therefore, companies producing locally got everyone’s attention and made a mark for themselves rather quickly.

63% of the audience say they prefer to buy from purpose-driven brands. That’s a huge number. If you want to stand out among the noise, you need to stand up for something. To start, look into a simple idea that you truly care about and let people know about it.

Let’s take the example of Dove:

Dove using purpose driven branding - Let Customers Know What You Stand For - customer retention examples

Dove is probably the most relatable brand for all of us. They have been constantly developing their reputation as an inclusive brand perched on the idea that every woman is beautiful.

Savage x Fenty — a brand by Rihanna — is another brand that relies on cause-marketing. The lingerie brand caters to all sizes of women and does not particularly believe in a separate product line for any body type.

Savage x Fenty on-cause marketing - customer retention examples

15. Build A Community of Loyal Customers

Customer loyalty is fragile. They may return to you from time to time, but there's no guarantee that they won’t shift once they find a better alternative.

Then, you might wonder, how do certain brands keep their momentum? Despite better and cheaper alternatives, they have a loyal customer base that doesn’t budge. That’s because they do more than sell their products. They build a community of customers who are their hard-core, loyal advocates.

From rewarding customers for participating in branded hashtags, giving them shoutouts on social media to offering exclusive deals and discounts, and even involving them in content creation, they do it better than their competitors.

Here’s a brilliant example of Caratlane doing so:

CaratLane community building - Treat Your Customers Like A Community - customer retention examples

Another way to encourage customer advocacy is through discussion forums on the website. This also serves as social proof for new customers who are visiting the site.

More often than not, customers see a brand as an extension of themselves.

Representing an idea or a community as an underlying vision can be a smart move for the brands to establish customer loyalty.

See this example of Beardbrand. The men’s grooming company promotes the idea of self-empowerment and confidence and calls themselves urban beardsman.

Beardbrand - customer retention examples

People care about these issues and once they see brands advocating them, they want to be associated with them.

Take your time understanding the audience, and you’ll soon have an army of customers that will never leave your side.

16. Create An Unboxing Experience Customers Love

We all can agree on this: Unboxing a package is a special feeling. It satisfies our need for instant gratification.

Since COVID-19, online stores have had to reinvent and provide a shopping experience that's akin to brick and mortar shops. One of the ways a business can do that is by creating a unique unboxing experience.

When a customer receives a package, the first few moments are the most special. By making unboxing an experience in itself, you're making customers take notice and luring them in for another purchase.

Do you know what makes this experience even more interesting?

Personalization.

No one remembers a package with a plain box and just a receipt. Instead, if you include a hand-written note and tell them how much you appreciate their business, it'll go a long way in establishing a relationship with the customers.

Look at this packaging of Glossier:

Glossier unboxing experience - customer retention examples

Glossier aims to capture and recreate the brand essence that you will experience on visiting their stores. The use of classic pink as the brand color is immediately recognizable. They also include a few branded stickers and a note with a sassy quote that sets them apart from other competitors.

If you want more repeat purchases and improve long term growth, you should get serious about making unboxing a strategy.

17. Get New Customers to ‘Subscribe’

Just imagine customers paying to become a part of your brand.

Wild, right?

Here's news for you: It happens all the time.

For companies that rely on subscription models, they get customers to pay upfront to subscribe to them. This is not only for repeat sales, but to establish a relationship with customers and increase their lifetime value. However, getting customers to commit to a product or service isn’t that easy. You need a lot of credibility and trust to make people pay the money upfront. But there are ways you can make this a win-win for both parties.

Take a leaf out of Meowbox. They offer incentive of a long-term commitment by reducing the price per month for the six-month subscription:

Get New Customers To ‘subscribe’ - 13 Time-Tested Strategies To Improve Customer Retention In eCommerce - customer retention examples

It’s easy for customers to make a purchase decision when they see a hefty discount on a product or service, even if that means committing for a longer period.

18. Reach Customers Across Borders

If you cater to international customers, it’s important that you interact in their language.

Don’t worry, we’re not asking you to learn every language in the world to run a successful business. We’re asking you to equip yourself with cultural sensibilities and linguistic differences so you can target your customers in the best possible manner.

Here are a few things you can do to get the most of them:

a. Create content in the native language

It’s easy to retain customers when they relate to you.

Creating content in the native language will create a sense of familiarity with the brand and make you relatable. It’ll become easier to connect with them and, as a result, sell to them.

Taking this up would mean:

  • Adapting images, videos, and infographics as per cultural sensibilities
  • Creating text that resonates with them

Netflix is a great example here.

They publish content adapted to specific regions. Of course, you have global content on the streaming platform, but Netflix provides subtitles based on your target demographic. Your homepage and movie recommendations are also closely altered as per your location and language preferences.

Netflix native language for better customer retention - customer retention examples

Studies show that locally targeted content has 6x more engagement than content advertised in English. About time you start pitching in the local language, eh?

b. Offer international support options

If you’re looking to sell in a particular country, you might want to hire a support team that's multilingual.

When a customer is frustrated, they want to talk to a customer representative. Having someone who can speak in their native language will make them feel comfortable and hugely relieved.

The key to getting repeat business is hyper-personalization. Giving customers the right amount of assistance and attention will make this a favorable experience for them, and this will spill over how they feel about your brand.

c. Give out custom rewards

Take it up a notch and reward customers after every purchase. Offer them discounts, free trials, demos, etc. so that they come back to your website or business.

Make sure your offers are relevant and make sense to them.

Come up with a localized loyalty program so you become one of their own and they purchase more frequently from you.

d. Localize social media

When it comes to localization, size doesn’t matter. Whether you’re a multi-national company or a startup, you should consider creating social media handles for different locations to engage with local audiences.

A good example is that of Netflix, with localized social media channels for its major players:

@Netflix

@NetflixUK

@NetflixAsia

@Netflix_IN

@NetflixKR

But setting up an account and having a team is just a beginning. In order to reach customers at a personal level, you need to prove that you care about them.

You need to constantly create content that's regionally and culturally relevant to them. Come up with memes on the topical news or create a viral hashtag trend to catch the pulse of the audience and make your brand familiar and relevant to them.

e. Connect with local influencers

If you're keen on client retention, you should tap into the network of local influencers who have the credibility to draw them in. Collaborate with them through social media posts, email campaigns, advertisements, etc. to help make the brand homegrown.

A great example is that of Moroccanoil. For their Indian counterpart, they regularly launch activations with key influencers:

Moroccanoil local social media example - customer retention examples

This way, influencers feel the brand is their own. They need to feel the brand caters to their interests, preferences, and culture. Once you establish that mindset with customers, they won’t ever hesitate to buy from you again.

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Bonus: Create a Fool-Proof Customer Retention Plan  

1. Match messaging with timing and intent

Customer retention is not for every type of eCommerce brand. If you are at the starting stages, it’s alright to put more effort into customer acquisition. 

The need for customer retention should increase as your eCommerce store grows. Once you start acquiring steady sales through acquisition strategies, then focus your efforts on converting those sales into repeat customers.     

Furthermore, not every industry requires customer retention. If you are selling pet food, then it makes sense to prompt your existing customers to purchase again at regular intervals. 

Some products are long-term purchases that don’t need an upgrade. However, you can keep customers engaged through services, complementary products, and promotional offers.

For example, a customer purchased a refrigerator. It’s safe to assume they won’t purchase another in a short frame of time. For such customers, you can recommend storage accessories, services, or warranty extensions to establish brand recall.

Here’s a great example of how BavSound is driving AOV by telling customers what would make the experience better:

BAVSound upsell example - customer retention examples

2. Focus on these customer retention metrics

To understand the effectiveness of your customer retention strategies, you need to track certain metrics. 

a. Repeat customer rate

The repeat customer rate shows how many customers are making a second purchase—the higher the rate, the more people are showing interest in coming back to your website. 

b. Purchase frequency 

The purchase frequency rate shows you how often your customers are placing orders from the website. 

c. Average Order Value (AOV)

Calculating AOV can offer insights into your customer’s spending behavior. Build your benchmark by knowing how much your customers are willing to spend on average for an order. 

A high number of repeat sales contributes to improving a customer’s lifetime value, which is a definite win for your eCommerce business.

3. Ask for feedback, implement it & inform customers

Customers will tell you upfront what they like or don’t like about your product. Taking feedback in the stride and working to improve your product/service will take you a long way with the customers.

Make sure you are present everywhere your customers are. Use different communication strategies such as email surveys, in-app messaging, live chats on Instagram and Facebook, and Twitter mentions, to know how customers feel about your product and what you can particularly improve.

Once you have worked on the feedback from customers, make sure to let them know. Pop up into their inboxes, social media, and other channels to tell them what’s different and why they should pay a visit.

Improve Customer Retention to Grow Your eCommerce Business

It’s time to apply these customer retention strategies and make those dwindled customers come back to you, one by one, to never leave.
Retaining customers might sound like an uphill task. 

Especially, if you try to do everything. 

While we have detailed many retention strategies, pick and choose the ones that fit your business and implement them.  

And if you are still confused about which suits your eCommerce store, book some time with our team and plan your customer retention strategy. 

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