Unlocking customer retention: strategies to drive repeat ecommerce purchases and boost sales
)
In the ever-evolving landscape of eCommerce, where competition is fierce and consumer choices abundant, the key to sustained success lies in unlocking the power of customer retention.
This theme took centre stage at a recent keynote session during the eCommerce Expo, featuring distinguished speakers representing prominent British businesses. Chaired by Jill Dvorak, Chief Content Officer at CommerceNext, the session brought together insights from Nadina Guglielmetti, Chief Customer Officer at The Vitamin Shoppe, Sarah Holley, Senior Brand Manager at Nestle, Christopher Thomas-Moore, Chief Digital Officer at Domino's, and Sarah Wallis, COO at Minted.
Watch the full session
Key Insights
Understanding the Importance of Customer Retention
Jill Dvorak set the stage by highlighting the critical role customer retention plays in the highly competitive eCommerce industry. The session aimed to delve into the common challenges faced by British businesses and, more importantly, provide strategies and tactics to overcome these challenges and boost sales.
Leveraging Data for Continuous Improvement
Sarah Holley shared Nestlé's approach to customer retention, emphasising the use of consumer data and employee feedback to enhance products and better meet customer needs. Nestlé's ability to pivot swiftly based on this valuable input ensures they stay in tune with their customers, addressing evolving preferences and expectations.
Innovative Problem Solving at Domino's
Christopher Thomas-Moore shed light on Domino's innovative approach to customer retention. Through a process known as "tension mapping," Domino's identifies customer pain points and tensions, leading to groundbreaking solutions such as pinpoint pizza delivery. By understanding and addressing customer problems, Domino's remains at the forefront of the pizza delivery experience.
Revolutionising Loyalty Programs
Nadina Guglielmetti detailed The Vitamin Shoppe's journey in revamping its loyalty program. By shifting the focus from mere transactions to rewarding customer behaviours, The Vitamin Shoppe witnessed a substantial 49% increase in purchase frequency among engaged members. This approach highlights the importance of understanding and rewarding customer engagement beyond mere transactions.
Optimising Customer Behaviour at Minted
Sarah Wallis emphasised the significance of understanding optimal customer behaviour, going beyond past interactions. Using Net Promoter Score (NPS) qualitative feedback, Minted identified impactful improvements, such as organising shopping carts by clothing size. This customer-centric approach ensures that improvements align with the expectations and preferences of Minted's customer base.
Power of Partnerships in Customer Retention
The speakers unanimously highlighted the strategic role of partnerships in customer retention. From local brand collaborations to larger initiatives like Domino's Stranger Things mind-ordering app, partnerships offer a powerful avenue for engaging customers and enhancing brand loyalty.
Conclusion: Crafting a Retention Roadmap
In conclusion, this keynote session at eCommerce Expo underscored the paramount importance of customer retention for long-term success and profitability in the eCommerce industry. By embracing personalised experiences, tailored recommendations, targeted marketing campaigns, and innovative problem-solving, businesses can unlock the key to repeat purchases and heightened customer loyalty. As the eCommerce landscape continues to evolve, these strategies will undoubtedly serve as a roadmap for businesses seeking sustained growth and success.
Latest News
-
)
In the latter half of 2022, 49% of retailers rated the importance of reducing returns as high or very high. Check out IMRG's guide to navigating returns. -
)
As consumers tighten their belts, retailers are having to remain constantly on the lookout for ways to differentiate themselves and win their share of that hard-earned cash. Learn more in the latest e ... -
)
A Parcel Monitor guide to the different challenges and solutions for cross-border eCommerce. -
.png/fit-in/500x500/filters:no_upscale())
A talk about how live streaming is revolutionising eCommerce in China, and how international brands can take their first steps to go cross-border. -
)
A look into how consumer engagement in pre-paid models had opened new innovations. -
)
Bite-size updates on what happened in eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
85 percent of organizations have increased the percentage of their MACH infrastructure in the past 12 months. MACH TWO -
)
AI and ML technologies are revolutionizing e-commerce logistics, enabling businesses to enhance operational efficiency, optimize supply chain processes, and deliver exceptional customer experiences. -
)
Last-mile delivery can make or break the customer experience. Learn more about Parcel Monitor's innovative solutions to reshape this crucial part oft the delivery process. -
.png/fit-in/500x500/filters:no_upscale())
A talk about what it means to provide a great customer experience, how to be an efficient leader, and how to be a composable business that’s willing to take risks in order to evolve with the latest te ... -
)
Bite-size updates on what happened in eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
Find out what 2023 has in store for eCommerce and Retail, in a post-Covid world where customers' expectations keep rising -
)
IMRG's latest research tracks the level of customer satisfaction and expectation regarding online delivery. -
)
Europe is home to a rapidly growing e-commerce logistics industry that has seen significant growth in recent years. With the rise of online shopping, the demand for efficient and reliable logistics se ... -
)
London, 18th January 2023: CloserStill Media, the producer of market-leading business events, exhibitions and conferences, today announced it has purchased a majority stake in CommerceNext, a leading ... -
)
Shopify is changing the face of commerce and supporting merchants in the new era: Connect to Consumer (C2C). -
)
Did you miss the chance to enter PHL Group's Prize Draw to win a gourmet Fortnum and Mason Hamper worth £140? Well, you're in luck, as they have extended the entry date until the 4th November. But hur ... -
)
The exhibition floor and conference theatres were jam-packed, as thousands of retailers and marketers joined the UK’s biggest two-day eCommerce and marketing technology event. -
)
The UK’s biggest eCommerce and marketing technology events returned in-person, with a successful debut at London ExCeL, welcoming thousands of leading retailers and brands on day one. -
It is often said that the best business people are those who live to solve problems - not just sell products. But sometimes it can be hard to see the wood for the trees. Organisations can struggle to ...
-
)
It costs 80% less to keep a customer than to acquire one, yet brands are continuing to fall short in how they build relationships with their customers. Customer Relationship Management (CRM) is essent ... -
)
Bite-size updates on what happened in eCommerce and marketing this month, to keep you ahead of the curve and inform your campaigns.