Too many marketers will nurture their shoppers up until the point when they make their first purchase, then pat themselves on the back and cease engaging with them. But a marketer’s job is by no means done just because a shopper has bought once – if anything, marketers need to double-down and get them to purchase #2 while their interest is still at a relative peak. Research from Adobe has shown that a customer who purchases from a brand even one additional time can spend up to 3 times as much money on their second order as they did on their first.

But more importantly, marketers need to recognize that the second purchase – not the first – is critical to driving future engagement and fostering loyalty. Getting your customer from first purchase to second purchase makes it that much easier to take them from second to third, from third to fourth, and so on – the key is get your customer from one purchase to two as soon as you can, then start delivering loyalty campaigns that build on that momentum.

How should marketers go about this?

1. Thank shoppers for each purchase

Especially after the first and second purchases, it’s critical to let shoppers know that they mean more to you than the money they spend with your brand. Delivering a post-purchase thank you is one of the best ways to not only show your appreciation, but it’s a great opportunity to solicit feedback on the customer’s shopping experience and discover opportunities for improvement.

2. Use a step-driven incentive plan

Post-second purchase is one of the biggest opportunities marketers have to drive loyalty and encourage additional purchases – RJ Metrics reported that 53% of shoppers who make a second purchase with a brand come back to make a third, and 64% of shoppers who make a third purchase return to make a fourth. Depending on how much your shopper has spent with you by the time of their second purchase, marketers can offer specific rewards as incentive for hitting certain spending benchmarks, as shown in the chart below (for example, if a shopper has spent $80 so far, you can consider offering a reward if they hit $100).

3. Extend your campaigns beyond email

It’s no secret that any email campaign is infinitely more effective when it’s coordinated across channels and devices – and marketers who use omnichannel engagement strategies to speak to their shoppers retain roughly 89% of those shoppers long-term. Marketers should make sure that their loyalty campaigns are synchronized with actions that shoppers take on other channels (such as mobile), and are extended beyond email to include more real-time channels like mobile push and web push. Your customers are rarely exclusive to one device, so it makes sense to make sure you’re reaching them on every channel that they’re on.

4. Segment your shoppers so you can deliver more targeted campaigns

It doesn’t make sense to treat a first- or second-time shopper the way you’d treat someone who’s made 4 or more purchases – but the good thing is that marketers learn a little bit more about their shoppers with each new purchase they make. A post-second purchase campaign provides even bigger opportunities for engagement because by now you know what each unique customer is looking for from a relationship with your brand, and can segment your shoppers based on those unique needs. And segmentation makes it possible to deliver the kinds of personalized campaigns that resonate with your shoppers on an individual level.

5. Experiment with delivery timing based on each customer

The most effective loyalty campaigns are aligned with a customer’s peak moments of engagement and interest in your brand – ideally, marketers want to make sure that customers aren’t just excited about a purchase they’ve just made, but are eagerly thinking about what they might want to buy next from your brand. Consider experimenting with the delivery timing of your post-second purchase loyalty campaigns, based on what you know about your customer and where they are in their unique shopping journey.

The second purchase is the key to putting your customer on the path to true customer loyalty. It’s critical to make sure you’re not mistaking the first purchase as the finish line – instead, consider the second purchase the starting line to driving long-term engagement and encouraging even more purchases. Once your shopper has made the decision to shop even one additional time with your brand, it becomes easier and easier to meet their needs and develop a strong customer relationship.

To learn more about building post-second purchase loyalty campaigns, visit zaius.com – or, reach out to us directly at insights@zaius.com or at 877-658-2570.

Sruthi Narayanan
Sruthi is the Marketing Associate at Zaius. When she's not writing and editing marketing content, Sruthi spends her time volunteering for a Cambridge-based arts organization, singing in a post-collegiate a cappella group, and reading novels to her cat, Monty.

Leave a Reply

Your email address will not be published.Required

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

You May Also Like to Read