Building Long-Term Relationships
Customers who feel connected to a business, and have a pleasant experience while shopping online are more likely to return to the store for future purchases.
Whether it’s because of a cause, the personalized touches, or small gestures a company uses to go above and beyond expectations, customers are more likely to complete a purchase and return to that store, if they have a relationship with the brand.
Try to pinpoint, what makes your brand unique
If you already know why your brand rocks, what are you doing to communicate this message? If your website is outdated, and doesn’t have a section that conveys what sets your company apart from your competitors, many online shoppers might be discouraged from placing an order.
TOMS is a great example of a company that supports a cause, and does an excellent job of making you feel special when you purchase a pair of their shoes or glasses. Not only do you feel good because you just helped a person in need, but you also receive a cool cloth bag, and a TOMS sticker with your new pair of shoes. This is a smart choice, since not only are you excited that you got something extra for free, but the small gesture offers an opportunity for TOMS to do some additional marketing.
If you decide to offer a new feature, or product, try to incorporate words that customers love to see, for example, the words NEW, or FREE will often encourage a purchase. TOMS does this with their new line of coffee, where if you purchase a bag of coffee, a person in need will receive a week of clean water.
Let your Social Media do the talking!
Social media is a great way to connect with your customers, and if you have an abundance of followers, what better way to encourage users to join the community than by showing how many people already support your business.
Personalize Your Messages
Shopping online can make many users feel disconnected from the company they are shopping with. There isn’t a chatty, young girl at the counter to tell you how much she loves the dress you’ve purchased, so why not add a personal touch?
American Eagle often sends me emails letting me know when they are offering new deals, and promotions, and something about seeing my name on the page, makes me feel more connected with them. (Also, if I’m being honest, I can’t help but get excited when I see my name spelled correctly).
Emails are a great way to connect with your customers. You can personalize a newsletter to share your company’s design, and it provides an opportunity to share new products, or promotions with an audience you know has an interest in your brand. Do try to limit your emails to no more than two times a week. No one wants to receive an update every day about a store, so make sure the message you choose to send is strong, and concise.
Work to ensure you are communicating your brand’s message, try to go above and beyond to show you care, and add a personal touch when possible, and your customers will happily keep coming back for more!