Two decades ago, it was the flair of a particular salesman or the quality of products that would get customers thronging outside a store. Their first purchase at a store was encouraged by the sensory experience, where they could see, smell, hear, touch, and feel the products. Keeping the quality of product and service consistent was not very difficult for stores, which encouraged new customers to purchase while retaining old customers.
Currently, building trust with the customer has been given a facelift, thanks to an increase in mobile penetration and cheap data packs. New businesses are looking to capture an internet-hungry country that runs on messaging and social media apps. Smart digital marketing strategies can help narrow down and target the customer, but how are digital-only organizations retaining their consumers post the first purchase?
Great Customer Experience
Just like the days when mom-and-pop shops ruled the roost, great customer experience remains the topmost way to retain consumers. Though the process may have changed, the objective has always remained to gain loyalty. D2C brands have to ensure that their platform, whether the website or an e-commerce portal is intuitive, well-designed, and has the right sprinkling of SEO-based content.
According to Market Metrics, the probability of selling to an existing happy customer is up to 14 times higher than the probability of selling to a new customer. What can be inferred from this fact is the importance of ensuring a seamless first experience to ensure customer loyalty.
Upsell and Cross-Sell
Human beings are curious by nature and are adept at exploring all their options. This behavior gets translated into making purchase decisions as well. A well-researched consumer profile will help brands to identify the interests and motivation that lead to buying behavior. Better knowledge of the consumer profile can help D2C brands offer products with better and upgraded features as alternative buying options. And also help consumers make an educated decision about their purchase.
Some brands have mastered the art of cross-selling. Offering additional products that compliment or add more value to the product can shorten the decision-making time, leading to a stress-free experience. D2C brands could look at offering bundle packages that help in fulfilling customer requirements. And will also help in improving CLTV (Customer Life Time Value).
If loyalty programs work in physical stores, they work even better with D2C brands, thanks to the increasing e-wallets and credits. Loyalty programs create an infinite loop where the more the customer shops and interacts with the business, the more rewards they reap and vice versa. With exclusive digital previews and early access discounts, D2C brands have been successful in creating both short and long-term loyalty programs that benefit the brand and consumer. Tie-ups with e-wallets and creating credit points have encouraged consumers to buy repeatedly from the brand.
D2C brands reach more inboxes and can create top-of-mind recall through new announcements and offers. However, it is more likely for the customer to visit the e-store if there are offers and discounts on their purchases. Sharing a discount code for the next purchase with the first order is also a great strategy to retain or bring back customers.
Personalization in sales of D2C brands can be leveraged through field service technology. With its plethora of customer-centric features, field technology platforms provide field sales force teams with a powerful and robust platform that enables them to create and implement personalized sales approaches, even on the go. These platforms give sales executives fast and easy access to their CRM sales applications, along with customer information and sales data, that is otherwise not available. FTS empowers sales executives to create tailored messaging and push relevant promotions that customers, which most likely receive positive responses.