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How to turn seasonal shoppers into loyal customers

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The holidays are coming—and your online store is about to get a huge traffic surge. As an e-commerce seller, how can you grab your piece of the pie and keep those seasonal shoppers coming back long after the holiday sales spike ends?

Published in: Retail
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How to turn seasonal shoppers into loyal customers

  1. 1. How to turn seasonal shoppers into loyal customers
  2. 2. Helpdesk Centralize customer queries from all your sales channels in one place. Feedback Target positive feedback by requesting reviews from happy customers. Repricer Reprice faster, increase your Buy Box chances and sell more. Our connected e-commerce platform helps online sellers manage support, feedback and pricing in one place.
  3. 3. Today’s speakers SKIP FIDURA Dotmailer JORDAN BYRNE xSellco
  4. 4. • Q4 accounts for 20-40% of annual revenue (NRF) • Black Friday and Cyber Monday are the busiest online shopping days of the year • Cyber Monday 2016 generated $3.45 billion in online sales in the US, up 12% from 2015 (Adobe) Why Q4 is crucial
  5. 5. • 40% of a retailer’s revenue comes from repeat customers (Adobe) • Marketers in the US must bring in five shoppers to equal the revenue of one repeat shopper (Adobe) • Loyal customers are worth up to 10 times as much as their first purchase (White House Office of Consumer Affairs) The importance of repeat customers
  6. 6. • What types of queries to expect and when to expect them • How much you expect your message volume to increase by • How many support tickets you are likely to have for each sale • Your customers’ needs and how to fulfill them What you need to know
  7. 7. Most common queries during the holidays • Product queries • Shipping queries • Order queries
  8. 8. Automate with templates and snippets! • Cut your response times in half • Manage large volumes of queries • Minimize human error for rushed responses
  9. 9. Get personal • Address customer by name and sign off with your own name • Ensure you have their order details and any previous interaction at hand • Include localized information in your response, such as measurements, language, currency, etc. Personalized messages deliver SIX TIMES more transaction rates than generic communication. HOT TIP!
  10. 10. Focus on the customer • The customer wants a speedy response—no matter what platform they contact you through • To feel a connection with a brand • Their needs to be anticipated
  11. 11. Be transparent • Returns policy • Delivery times • Support opening hours • Product information • User guides • Instructional videos Make information easily visible everywhere you sell: Delight your customers by including:
  12. 12. #1 #2 Purchase follow-up once order has been received Purchase confirmation and thank you How to nurture customers post-purchase
  13. 13. DMA research, email is the preferred mode of brand marketing for consumers in every bracket Email Reaches All Audiences
  14. 14. Treat Customers Differently The holidays are a busy time of year: • This season’s customers • Regular customers = select offers • Holiday repeat customers = select offers • New customers = no email • Everybody else = everything
  15. 15. Reconnect in January Start to build a relationship: • Thank you for your order • We hope you had a great festive season and that your “gift” was well received • Here is a discount for yourself
  16. 16. • Clearly definable with data • Respond the same way every time • The response doesn’t change Automation points to consider
  17. 17. 1 Welcome 2 Replenishment 3 Reminders 4 Lapsed 5 Post sale 6 Abandoned Cart
  18. 18. Welcome Email 14 of the 100 companies in our study didn’t send us an automated welcome email after joining their mailing lists. But these companies went above and beyond.
  19. 19. Post Purchase Nordstrom used its triggered confirmation email to display personalized cross-sell and upsell recommendations.
  20. 20. Post Purchase Nordstrom used its triggered confirmation email to display personalized cross-sell and upsell recommendations.
  21. 21. Post Purchase Nordstrom used its triggered confirmation email to display personalized cross-sell and upsell recommendations.
  22. 22. Abandoned… The value of abandoned cart emails is huge, especially with the global shopping cart abandonment rate at around 69%. Only 40% of the brands used this ROI- driving tactic.
  23. 23. Abandoned… The value of abandoned cart emails is huge, especially with the global shopping cart abandonment rate at around 69%. Only 40% of the brands used this ROI- driving tactic.
  24. 24. Post Purchase Holiday Extras extended their post purchase program by sending a highly personalized upsell offer – hotel stay for an early flight and lounge access for one later in the day.
  25. 25. THANK YOU!

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