Mastering customer retention within the post-purchase journey

Imagine you’ve got a leaky bucket. If you don't plug enough of the holes, all that water you’ve poured into the top will inevitably drain out. It’s a classic customer retention analogy that has been used to demonstrate the relationship between customer acquisition and retention for a long time. 

The strategies used to retain customers are designed and implemented to ensure that the number of customers in your 'customer bucket' increase, rather than fall. Every eCommerce business will lose customers over time for a variety of reasons, but many of these factors are within your control.

Retaining a customer once they’ve purchased with you is key to a successful business. Fact. Existing customers are more likely to make repeat purchases. Fact. These repeat purchases contribute significantly to your overall revenue. Fact. Existing customers who are satisfied with the product you sell them and the experience you deliver are more likely to become advocates of your brand, shopping with you again and again. Fact.

Many brands I’ve worked with over the years don’t prioritise their customer retention strategy. Some think that the only way to grow their business is through customer acquisition. That’s simply not true. Yes, performance marketing gets new eyes on your brand, but it’s costly. Putting effective retention strategies in place contribute to business growth by ensuring a sustainable stream of revenue and better profit margins from engaged customers, and more cost-efficient marketing efforts. Mastering the post-purchase customer journey is how you’re going to ‘win’ when it comes to retaining your customers. Here are five tried and tested methods to hit the proverbial customer retention nail on its head!

Ensure best-in-class customer support

Ensure that customer support is timely in addressing any post-purchase product or delivery issues. Think about utilising phone, email and chat to facilitate this for the customers convenience. For more established brands, with bigger teams implementing a tech solution like Gorgias is highly effective.

Utlitise a loyalty program

A loyalty program is a great way to encourage your customers to shop with you repeatedly. Rewards come in all shapes and sizes from exclusive discounts, early access to new products and content, competitions and free gifts. In terms of website tech to support this functionality there are many options, but some are a LOT better than others. Yotpo, Loyalty Lion and Smile are my favourites.

Create educational website content

Your website isn’t just about selling, but also educating. Make your website a hub of information to educate customers at the different stages in their buying journey with your brand. When it comes to those which have purchased with you already, create dedicated landing pages, blog posts or video content with helpful resources and content related to that product. Sharing usage tips, product guides and tutorials will help customers truly maximise the value of their purchase.

Deliver a consistent brand experience

No matter how you deliver your post-purchase communications, be it email, SMS, direct mail or otherwise maintaining a consistent brand identity and messaging across all touch points is crucial. Whatever your messaging may be, it needs to align with your pre-purchase promise.

Timing truly matters

Finally, it’s paramount to speak to your customers at the right time in their post-purchase journey. I’m an avid online shopper, and I can tell you the biggest turn-off is when brands have bombarded me with too many, untimely, irrelevant messages after I’ve shopped with them. Dig into your data to truly understand what these points in time are and speak to your audience effectively.

In summary

So, is your business a leaky bucket? Are you losing customers? Don’t worry, it’s normal, but you can definitely slow the customer churn rate down by employing effective strategies. 

Not sure where to start? Get in touch with me and let me support you in strengthening your customer relationships so you can build a customer base of loyal and satisfied customers who will be valuable to your business in the long run.