Now that the holidays are over, most businesses will see a drastic dip in their sales. You could blame it on all the accounting that most people are upto right after their vacations, or simply on them getting back to work, a dip in sales is reality to most.
In a previous post, we discussed a few strategies on how businesses can ensure their sales don’t take a major hit. But in this post, we’re going to discuss how you can use the customers you gained during the holidays to get repeat sales for your store.
1. Create a loyalty program
There are always going to be at least ten other stores in the market that offer the same products as you. The only way to ensure that a customer keeps coming back to you every time he wants to make a purchase, is to let him know what added value he would get by doing so.
A loyalty program focuses on making the customer feel special. Be it through special discounts or reward points that can be redeemed in a purchase later, the customer must feel like he is benefited over time if he remains loyal to one brand.
2. Establish a referral marketing program
Another great way to engage with your existing customers and also bag new sales, is to run a referral marketing program. Let your customers know what they would get if they refer your store or products to their friends and how they could participate in it.
The one thing you need to keep in mind is to make it easy to complete. If it seems like an added task to your customer, he becomes more likely to simply skip the deal and look for an easier alternative.
3. Leverage from social media retargeting
We’re pretty sure your business also bagged a handful of social media likes and follows apart from the sales. Then why not make use of your social presence to get repeat sales from your existing customers and at the same time, attract new ones?
Using retargeting you could run campaigns that promote products from your store based on what a customer has previously shown interest in. It could be an up sell campaign or one that cross sells popular products from your store; just make sure you remain contextual and don’t look spammy in your approach.
4. Offer valuable freebies
The one way to make a customer want to purchase a product is to make him need it. And the only way he is going to need it, is if he knows what the product can do for him. This calls for a free trial.
So while he’s already made a purchase, you could send across freebies to him on the same address as a surprise gift. These freebies could be trial packs of popular products on your store or products that he has probably shown some interest in.
5. Request for purchase reviews and feedback
Stores that get back to their customers to ask for rating and reviews, often bag higher sales as well as a reputation for being customer centric. And that’s exactly what you should be aiming at – especially after the holidays.
Send across a quick email asking them about their experience with your product. Let them know you care about their opinion, and would like to offer a better shopping experience to them next time as well. Apart from getting them back to your store to drop a review, it also adds to your social proof.
6. Create a drip marketing campaign
It is important to constantly stay in touch with your customers, but at the same time not end up spamming them with too many promotional messages. If a shopper has purchased a product from your store, he is a little more inclined towards what other products your store has to offer than someone who hasn’t heard of your brand before.
So make sure you have an email drip campaign in place. The aim of the campaign is to occasionally touch base with the customer with valuable content that draws him to your store and encourages a purchase. Remember to set a frequency based on how he has previously interacted with your store and to personalize the email content as much as possible.
7. Establish lifecycle marketing campaigns
So a shopper made a purchase from your store during the holidays. This means he is someone who is likely to make another purchase during the next season. Known as the customer’s lifecycle, it forms a good base for you to create a marketing campaign.
Be it getting in touch via email or through social media ads, make sure you’re the first one to get in touch with them when their ‘shopping period’ is close. Offer a special discount referring to their previous purchase, and be sure to bag another sale almost instantly!
8. Make use of push notifications
Just about every business out there in the market uses emails to get in touch with their customers and prospects. So how does your message stand out? The only way to ensure you don’t get lost in the volume, is to combine your email marketing campaign with the power of push notifications.
Using browser push and mobile push notifications you can send out timely and relevant updates to your customers – of course, with their permission. Since these notifications are quick to consume, they would take the recipient directly to your store to make the purchase!
9. Don’t forget on-site retargeting
You could have the most robust marketing strategies in place; but if they end at driving people to your online store, you need to rethink your approach this year. Once you have brought back your customers to your store, it is important to not let them go without trying to encourage them to make some sort of interaction.
Be it recommending similar products right before they head out, promoting an ongoing sale on a different product range or simply running a survey to understand their needs better, remember to focus on getting them to make an interaction.
Re-engaging and converting an existing customer costs 7 times lesser than acquiring a new one. So split your marketing efforts and focus on re-converting your the customers your store has got over the holiday season.
The bigger your loyal community of customers is, the more likely is your sales graph to remain stable through the year – holiday or not!