Customer orientation is a critical component of the retention building process of any e-commerce site. Once a visitor becomes a customer, you have the responsibility to educate that customer on various facets of your business. Only through this development and education process, does a customer really become a customer worth retaining. Below, we’ll take a look at a few of the major points your orientation process should cover.
Before you develop these, make sure you have an understanding of what the email metrics will do for you in automating this process. There is no doubt that email marketing automation can help you make this process very smooth and simple for your team.
Showing appreciation is most likely the most frequently missed opportunity in e-commerce. It’s hard to give a handshake and a smile in e-commerce, but a thank you email, separate from the receipt, is a great way to build a relationship.
We’ve posted a lot of information on this topic before, but it never hurts to make sure your receipt is really working for you and getting the messages across that introduce yourself to the customer.
Once someone becomes a customer, you earn a fair amount of demographic information, but not anything that is valuable to you and your marketing. A customer survey can be a great way to learn more about their interests, habits, income, etc. If you are not sure where to start, look at our Churn Model for some inspiration.
Why We Exist
The product offering in many cases is not the reason why someone purchased from you. If it is, then you have the upper hand, but it does not exclude you from explaining to your customer why your company exists. We all are in business to make money, but that aside, why do you do what you do? Is it to make people feel great about themselves as a makeup company? Is to capture the excitement of the outdoors as a hiking tourism agency? People desire the “why” of a company. It’s what propels them to new levels of loyalty with your brand, beyond the product offering.
The Next Sale
The best time for the next sale is right after the last one. Orientation needs to open the customer up to the next purchases that are likely to happen with your store. With historical data, you can understand what people tend to buy in succession, and if not, you can present the array of choices you do provide to eliminate the question, “what else do you guys sell?”
Walk With Me
You are already hitting them hard with email, but have you invited them to other channels and mediums for communications? Do they know your social media accounts? Have they signed up for any of your events or webinars? What about your loyalty program? Getting a large slice of your customers’ media bandwith is only going to help your efforts to reach and encourage them.