All customers are essential to a business, but would you choose between acquiring new customers or retaining existing customers? This is a question that many companies will have to confront when they have limited resources. While a sustainable business requires both new and existing customers, retaining existing customers increases repeat purchases for your e-commerce store. So, how can you inspire more repeat customers for your e-commerce business?

Practice Post-Purchase Messaging: One mistake that numerous brands can make is that they stop engaging customers with targeted messaging once the purchase is made. Personalized post-purchase engagement can leave your customers with a positive impression and keep your business in mind when they must repurchase.

You can inspire repeat purchases in your e-commerce business with engaging content. Also, keep them engaged by making the most out of their investment, like tips or valuable information. You can also utilize a marketing automation platform to deliver this content via emails, push notifications and more in real time.

Trigger Action in Real Time: Studying unique customer behavior is vital in understanding customers who are making repeat purchases. When it comes to buying replenishable items, customers will usually follow a fixed purchase frequency. You may segment your customers based on these behaviors using real-time marketing automation and send vital reminders when it’s time to restock.

Take Advantage of Transactional Emails: Transactional emails include information about a shipping update, an order, or a purchase confirmation. Fortunately, businesses can use these email types and have product recommendations to cross-sell. For instance, an order confirmation for jam can be a great place to recommend a popular bread to go with the jam.

Incentivize a Second Purchase: You can effectively use promos, discounts, and coupons if done correctly. You may also use AI to identify customers who haven’t purchased in a while but will likely return with incentives. However, providing perks too often can diminish revenue and negatively impact your brand perception. So, ensure you have a substantial promotional marketing strategy before releasing coupons.

Consider Loyalty Programs: Another way of incentivizing repeat purchases is via loyalty programs. Discounts and early access to new items are ways to build brand loyalty and keep consumers returning. In addition, loyalty programs can work on customers by providing customer feedback and satisfaction. 

Retarget to Increase Conversions: Cart abandoners or customers who browsed your website without buying can return through retargeting. This is done through code snippets on your e-commerce site, which analyzes their behavior and interests on your channels, or through a customer list upload.

In the early growth stages of your business, it’s natural for marketing to focus on customer acquisition. However, you can shift your efforts into promoting repeat purchases once you secure those first customers. Fortunately, collaborating with an accomplished e-commerce web design company can help you build customer loyalty and increase conversions.

Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.