As January rolls along, merchants are working hard to beat the winter blahs following a successful holiday season. A key part of that effort should be luring back the gift buyers they earned and converting them into long-time customers.
The data is incontrovertible: loyal customers are a valuable asset. Returning customers’ average order value is 12% higher than that for online buyers overall, and although they comprise just 40% of the customer base, they account for 61% of online revenues. Furthermore, with paid acquisition efforts such as Google Product Listing Ads and social networking advertising becoming more expensive, retention efforts can achieve a higher ROI and require less spending.
So merchants would do well to capitalize on the surge of new gift givers who purchased on their sites during the holidays, and increasingly, they’re implementing well-known best practices such as post-purchase email series that go beyond mere transactional details to include engaging new offers. Additionally, seasonal messaging is now in full force to entice shoppers back to indulge in items for themselves now that the season of giving is over, from gift-card redemption invitations to early-spring sneak peaks to advice and products to help stick to resolutions.
Additionally, merchants should bring their social media networks and lifestyle content into play, emphasizing brand expertise in subject areas that matter to their target audience and inviting engagement in ways that deepen connections. Among the options:
Start by cross-promoting ways to stay in touch. Merchants should invite engagement on social networks, via email subscriptions, and on mobile devices, with an emphasis on how the brand stands by to help followers start the year right. Kibo merchant Eastland Shoe announced the debut of its Instagram account early in the New Year, giving subscribers who joined the email list during the holidays a new way to learn about the brand, engage in visual content — and show off their new shoes with a hashtag campaign.
Invite product input. The outset of the year is an ideal time to solicit substantive feedback about product offerings — an invitation that merchants can follow up on later in the year by featuring products or promotions driven by followers’ suggestions. Kibo merchant Berkshire Blanket asked email subscribers and social followers to take a survey about their products, offering entry in a prize drawing as an incentive.
Promote deep expert content. Merchants should give shoppers cause to revisit brand sites even when they’re not explicitly researching purchases. Content that demonstrates brand credibility and authenticity can both help consumers address their immediate needs and suggest serendipitous items to help them fulfill their goals. Outdoor outfitter REI is celebrating the 100th anniversary of the national parks with a new content app that includes user-contributed content. The promotional email not only shines the spotlight on REI’s knowledge of the outdoors, but promotes mobile tools and its charity work with the parks service all in one fell swoop.
Offer social as a step-down option for email-weary subscribers. The holidays brought an onslaught of promotional messaging, with volume jumping some 25% year over year. Understandably, some consumers are now seeking to trim their inbox contents by unsubscribing, especially if they signed up to receive a discount in the first place. Merchants are required by law to accommodate this desire with a direct “unsubscribe” link in email messages — but that doesn’t mean they should punt and remove subscribers from their lists without at least one further attempt to keep them engaged. Savvy merchants offer an array of “step-down” options, from receiving emails at a lower frequency to selecting only emails pertaining to particular product categories or subjects. Social media links should also be prominent on the unsubscribe page, giving former subscribers a way to stay in touch with the brand without crowding their inbox whatsoever. Kibo merchant Griot’s Garage does so with a message in keeping with its automotive product focus, promising “there’s always a space open for you” and inviting former subscribers to stay in touch on Facebook and Twitter.
How are you keeping holiday shoppers engaged in the New Year?