How To Get Repeat Customers and Improve Retention
by Jaidyn Farar
Repeat customers are the ultimate sign of business success. When customers consistently come back, you know that your products are well-designed, your marketing resonates, and your logistics are running smoothly.
But with so many ecommerce businesses competing for consumer attention, even merchants with great products, marketing, or logistics may struggle to attract repeat customers.
If you’re in that boat, don’t worry—with the right strategies, you can keep shoppers coming back time and time again.
In this article, you’ll learn how to get repeat customers and why it will help your business thrive.
Understanding repeat customers
Repeat customers are people who have made more than one purchase from a business. They’re familiar with the products, trust the company enough to buy again, and tend to demonstrate their loyalty by leaving positive reviews and giving word-of-mouth recommendations.
Why are repeat customers so important?
One of the most essential considerations is cost; it’s much cheaper to retain customers than to acquire new ones.
To get new customers, you have to catch their attention, convince them to trust your business, and guide them through their first purchase. That takes marketing dollars, which (as you know) aren’t an infinite resource.
Because repeat customers already know your brand, they don’t need the same level of persuasion. Instead, they’re influenced by their past experiences. As long as you create great experiences for first-time buyers, you don’t need to spend as much money keeping them engaged.
Another perk of repeat customers: They tend to spend more per order than first-time buyers. Since there’s already a foundation of trust in place, they’re more willing to try new products or increase their order size.
How to get repeat customers: Strategies to increase retention
Wondering how to get repeat customers? The strategies in this section will help you provide an all-around great customer experience, keeping buyers engaged long after they check out.
Provide fast, reliable shipping and returns
Shipping isn’t just about getting a package from point A to point B—it’s a huge factor in whether customers come back. When shipping is smooth, reliable, and convenient, it builds trust and leads to more repeat business.
When it comes to shipping, make sure to check the following boxes:
- Offer multiple shipping options. Not every customer has the same priorities. Some prefer free or low-cost shipping, even if it means waiting a few extra days, while others need their order ASAP and don’t mind paying more. Give them choices so they can pick what works best.
- Use reliable carriers. Customers don’t care which shipping company you use—they just want their order to arrive on time and in one piece. Work with carriers that have a solid track record to avoid delays, lost packages, and damaged goods.
- Provide tracking and real-time updates. No one likes wondering where their package is, so send tracking details as soon as the order ships and keep customers updated along the way.
- Make returns hassle-free. Customers often make buying decisions based on the flexibility and convenience of a merchant’s return policy. Make the process as easy as possible by providing generous return windows and offering prepaid return labels.
One of the easiest ways to offer fast, reliable shipping? Rather than working with individual carriers, use a shipping API that connects with multiple carriers, provides access to steeply discounted rates, and makes it easy to find the best balance of cost and delivery speed.
Personalize the customer experience
Personalization helps customers feel valued and understood, which increases the chances they’ll come back. And thanks to customer data, it’s easier than ever to deliver a personalized experience that drives repeat purchases.
These are just a few ideas to get you started:
- Recommend products based on past purchases. Use browsing and purchase history to suggest relevant products, either through on-site recommendations, emails, or SMS.
- Send personalized discounts and offers. Instead of generic promotions, tailor discounts to each customer. For example, you might offer a returning customer a discount on an item they viewed but didn’t buy.
- Use personalized packaging or thank-you notes. A simple “Thanks for your order, [Customer Name]!” note can make a lasting impression. Packaging inserts with exclusive discount codes can also make customers feel appreciated.
When customers feel like a business actually knows them, they’re far more likely to shop again.
Offer exceptional customer service
When a buyer has a complaint or concern, your customer service team should respond quickly to turn a negative experience into a positive one. In addition to helping retain customers, good customer service also prevents negative reviews, which can discourage potential customers from choosing your brand.
Incentivize repeat purchases
Sometimes, customers need a little extra push to shop again. Incentives create a sense of value, making customers feel like they’re getting something special for returning to your store.
The following types of incentives can help keep customers coming back:
- Discounts. Offering a “We miss you! Here’s 15% off your next order” discount can be enough to bring an inactive customer back.
- Store credit. As an alternative to discounts, try offering store credit (e.g., “$10 toward your next purchase”). This feels like free money, which can be even more enticing than a percentage-off deal.
- Free products or samples. Give customers a reason to place another order by offering a free item with their next purchase.
- Early access to new products. Make customers feel like VIPs by giving them early access to new launches.
- Free shipping. If you normally charge for shipping, offering it for free on a customer’s next order can be a strong incentive, especially if someone is on the fence about a purchase.
Incentives are especially effective for reengaging customers who have made multiple purchases in the past but haven’t bought anything recently.
Start a loyalty program
A loyalty program takes incentives to the next level. Instead of offering one-time perks, loyalty programs reward customers for every purchase they make. The more a customer shops, the more benefits they unlock!
Loyalty programs can take different forms:
- Points-based. Customers earn points for every dollar spent, which they can redeem for discounts, free products, or exclusive benefits.
- Tiered. Higher spending unlocks better rewards, which encourages customers to reach the next level.
- Subscription-based. Some businesses offer a paid membership that offers incentives like free shipping or bigger discounts.
Loyalty programs work because they keep customers engaged, encourage higher spending, and create an emotional connection with your brand. When customers are close to earning a reward, they’re more likely to place another order.
Beyond driving repeat purchases, loyalty programs also provide valuable insights. You can track buying behavior, identify customers who stop engaging, and gather feedback through surveys or review requests.
Communicate consistently
Consistent post-purchase communication—in the form of emails and texts—is key to keeping customers engaged and coming back for more. It's all about providing value at every stage of the customer journey.
Try sharing the following types of content:
- Useful content. If post-purchase messages feel too promotional, customers could easily get tired of opening them. To keep things fresh, include helpful content like tips, tutorials, or advice that aligns with your product or niche.
- New product updates. Let customers know about new products or restocks. This gives them a reason to return to your store and stay connected with your brand.
- Restock reminders for consumables. Send reminders when it’s time to reorder items like vitamins, beauty products, or cleaning supplies. This makes it easy for customers to repurchase exactly what they need.
- Transactional emails. Order confirmations and shipping updates are some of the most frequently-opened emails. Take advantage of these transactional messages by recommending products a customer might be interested in.
Engage with customers on social media
Engaging with customers on social media is a powerful way to build relationships and encourage repeat business.
Start by incentivizing customers to follow your pages by offering discounts or other perks. Once you have their attention, share helpful, entertaining content that showcases your products or values.
And remember, you don’t have to create all your content from scratch. Sharing user-generated content like product reviews, photos, and testimonials is an excellent way to showcase real-life experiences with your brand. This approach not only builds trust but also creates a sense of community, helping customers feel more connected to your business.
Keep customers coming back with fast, reliable shipping
Now that you know how to get repeat customers, it’s time to start implementing the strategies listed above. We recommend starting with shipping. The delivery experience plays a huge role in customer retention—and you can use that to your advantage with EasyPost.
The EasyPost suite of shipping APIs helps ecommerce brands, retailers, and marketplaces provide customers with seamless shipping.
With one integration, you can ship with over 100 national, regional, and local carriers, often at a significant discount. EasyPost also improves shipping speed and reliability with address verification, package tracking, and insurance.