Any business whether large or small understands that you only stay in business if you have customers. Attracting new customers is only half of the battle, once a customer has purchased a product or service from you it is imperative that they keep coming back to you and not your competitors. There are a number of things that you can do to encourage existing customers to return to you:
Having regular contact with existing customers is essential - it reminds the customer who you are and what you offer. It is important that they recognise your brand and how important they are as a customer to you. Communication can take many forms including regular emails with offers that can be personalised to that specific customer from their previous purchases from you. Telephone calls, letters, online chat functionality on your website and social media are other ways of keeping in contact with your customer. Feedback is always an excellent way to get a further insight into your customer needs, a great way of doing this is a customer survey.
Rewarding your customers for additional purchases from you can not only increase upsell potential but also make your customer feel important. It can be discounts on related products and services or discounts on their next purchase in the future. Offering VIP gold, premium or elite status to customers can encourage them to come back to you time and time again as their perception is they are a valued customer. Ensure your customers feel you understand them as a person or a business and not just as a number – if you do not make them feel special your competitors will. Also go back to previous customers that have not purchased from you in a while with discounts to encourage them to use you again.
It is crucial as a business you look good. If you have a store provide a nice environment for your customers with relevant décor, smart and courteous staff. Your website needs to be easy to navigate with clear crisp images and simple messages your customer can quickly understand. Emails and any other communication with the customer needs to be pleasing to the eye and easy to understand.