“Regular” or loyal customers provide a greater volume of income to companies, with 20% of clients generally generating 80% of the income in a company. Getting a second purchase in eCommerce by the same customer is one of the main keys to make it work as it should. This should be one of the main challenges in eCommerce, but not always given due attention. Many small companies that sell online focus all their efforts on attracting customers, which is not bad, but that effort should be better distributed. Once you have captured a customer and got him to buy for the first time, what to do with it? A customer who buys you for the first time can do it for multiple reasons. This does not mean that online marketing efforts do not work, but that there is a percentage of clients that, no matter how well we monitor our campaigns, do not offer us data that explains why they have decided to buy from us. That’s why the repeat purchase in eCommerce is key. A new customer is not the same as a returning customer. It is there, when the client repeats, where we play the possibility of loyalty. Therefore, loyalty to a customer goes through getting him to make his second purchase in eCommerce in the store. A loyal customer is a customer that costs us less money. Precisely for that reason, some part of this saving must be reinvested in getting more loyal customers and in those who already are faithful to maintain that status. Therefore, within a general strategy of loyalty, the effort to get the repeat purchase in eCommerce must be different from the rest. Neither is a client who buys us a second time that one who does it for a fourth or fifth or twentieth is the same. The moment of the second purchase in eCommerce is decisive, much more than in a physical store, where criteria of proximity or convenience play a relevant role. To build loyalty there is a basic principle that underlies all of them: you can not gain loyalty without knowing your client well. That is why targeting is very important; It is easier to guess if my message is well directed and I have made a good segmentation of the market and decided which is the main target to which I want to go. The following keys can facilitate the task of getting repeat purchases in eCommerce: -A customer who has bought you does not have to be happy. This is a concept error that has to do with the absurd idea that we have to sell ourselves as the best in everything, and we assume that all customers who have bought us are happy with their purchase. Therefore, a satisfaction questionnaire after the purchase could be a good idea, since it allows us to know how happy a customer is with us while we have an excuse to contact him or her again after the purchase. – Obtain a repeat purchase in e-Commerce involves investing in loyalty as long
as you do not lose money, do whatever it takes for a customer to buy you back. Use the discount codes, the elimination of shipping costs or special offers ‘just for you’. But there you have to customize to the maximum. Find something that is really attractive to that customer. -If you do not segment your databases well, you will not be able to do anything customized. Properly manage your databases, both customers and leads, is essential if we want to design a strategy to generate the second purchase in eCommerce. It is necessary that we can make segmentations by age, sex, geographic origin and type of products for which the client has shown interest, and not only focus on the product that he finally bought for the first time. -Use advertising formats that allow remarketing. Remarketing is a tool that we can also use to encourage a customer to make their second purchase in eCommerce, based on the same principle that is commonly used: abandoned carts. Their abuse can be counterproductive by invasive. If you want to get the repeat purchase in eCommerce, go find your client, do not wait for him to decide to return or not. Take the initiative in loyalty, talk to your customers, know them as much as you can, invite them to participate in your studies and analysis, show that behind your eCommerce there are people who are, first of all, professionals, but above all who care for them. Pamper the customer who has already bought you, because that’s where your loyal customers will come from.