It’s nice to have new people coming into your store, but it’s your loyal customers, the ones that keep on coming back, who keep your business going. According to a study by Bain & Company, customers that come back are likely to spend about 67 percent more than your first-time customers. Loyal customers are also worth 10 times as much as their first purchase over their lifetime (finding by the White House Office of Consumer Affairs), which means there’s great incentive for brands to become effective at getting repeat customers. Here are some simple steps they can take to encourage customer loyalty:
Don’t treat them like a stranger
If a guest comes over to your house, being the great host that you are, you would greet them at the door by name and welcome them in. Loyal customers are like guests- they’ve bonded with your brand enough to keep giving you their business, so it’s not too much to ask for brands to make the effort to at the minimum learn their name when then walk into your store(our solutions are built around this premise).
Don’t force a sale
If your customers have a habit of frequenting your store, chances are they’re very familiar with what it is they like and don’t like. The best way to service them is to inform them of new products that align with their interests, but if your staff are forceful in their approach to close a sale, the customer will feel intimidated and re-think a repeat visit.
Keep in touch
Similar to maintaining friendships, it’s good to keep in touch even if a customer is not physically around. While you wouldn’t want to overwhelm them with daily e-mails and app notifications, relevant pieces of communication here and there are a great way to maintain a relationship with customers and encourage them to come back to your shop.
Do something nice for them
Everyone appreciates nice gestures, especially when they’re spontaneous and customized to their unique personality. This could be something as simple as keeping aside an item of clothing that you know they’ve been asking about for their next visit or giving them a discount they didn’t expect. An effective loyalty program, which is integrated into your POS can enable these types of brand moments with customers.