"Rider" by Thomas Thorstensson is licensed under CC BY 2.0

Out of the 7 billion people on this planet, there is not one person that wants to be treated as just “one of 7 billion”. It’s why marketing today is changing currents from traditional marketing (think mass advertising) to building customer rapport and relationship (think personalization). It’s not to say traditional marketing is becoming obsolete (Super Bowl TV ads can attest to that) but businesses of all scale are picking up on the true value of creating repeat customers.

The initial purchase doesn’t necessarily guarantee a customer’s return visit or future purchase, however, the fact that he or she made the decision to spend with your establishment does indicate a certain level of trust and interest. This element has a substantial influence on future purchasing decisions, which we’ve outlined here.

Why do repeat customers deserve more attention?

"Attention seeker.. and getter" by Fauxen is licensed under CC BY 2.0

Repeat customers are less price-sensitive

• The initial purchase, the second one, and the one after that indicate that there’s something that keeps customers coming back. Sometimes it really is only price, but truly loyal patrons are less likely to spend money elsewhere even when the price increases. For example, why do people pay premium prices for goods and services that could be obtained for less at another store or company? You have established trust with them and delivered your product or service consistently - an element of business that extends beyond the number on the price tag.

Repeat customers spend more

• According to a Bain & Co. survey, customers’ fifth purchase was 3x larger than the first. What’s more, the tenth purchase was still 5x larger than the first. What does this mean? That relationship that you cultivated from one purchase can result in exponentially larger purchases later on down the line. Familiarity and previous positive experiences with your company can set a foundation of trust for bigger purchases, since customers have an idea of what to expect.

Repeat customers are convinced

• Customers return for a reason: they are already convinced of the quality of product or service. What does this mean? They don’t require the same marketing dollars to bring them in, as it may have costed the first time. Why? But it also means, their previous experiences are your best marketing effort. At this point, it’s imperative to focus on their experience with you, rather than solely trying to sell a product or service.

What can you do for loyal customers?

Trumpia's Loyalty Program allows for multi-tier rewards

Loyalty programs are a very simple way to keep customers interested and returning is by incentivizing them and providing value for each visit. You probably have this sort of relationship with businesses you frequent. Punch or stamp cards are a form of maintaining customer relationships. It simply keeps track of purchases and how many more until the next reward.

Today, digital loyalty programs allow businesses to do more than just keep track of visits. With digital coupons and the ability to message customers, businesses are able to expand and deepen customer relationships. Joe hasn’t been in the store for two months? Maybe it’s time to send him a coupon to invite him back. Or if your business is having a store-wide special, you can send out an SMS letting your customers know the details. The most valuable part of a digital loyalty program is that businesses can initiate contact and reach the front of customers’ minds instead of wait around to be remembered.

And with mobile apps on the rise, retail stores, restaurants, and other establishments can step up their competitive edge further by introducing a specialized mode of communication dedicated to their brand. All coupons, announcements, business information, and communications can be found in one place, without customers having to dig in their wallets or their inbox for the details of a sales event you sent last week. In essence, your customers carry a customer relationship platform in the palm of their hands allowing you to create and manage a consistent presence in their lives - and spending habits.

Trumpia’s marketing software allows you to touch base with your current customer base and turn them into loyal repeating customers by text message marketing, having your own mobile app with a loyalty rewards program, and many more features that help businesses re-engage with one-time customers, turning them into loyal and returning ones.

See How Trumpia can help you win-back

first time customers and turn them into loyal ones.

Call Today: 866.326.6650