Many online store owners overlook a critical aspect of effective promotion: maintaining a personalized customer database. It’s a well-known rule that applies to virtual stores as well—selling to a repeat customer is much easier than attracting a new one.
Importance of a Customer Database
The first visit to an online store rarely results in a purchase. Thus, creating a database of loyal customers and effectively engaging with them is an excellent way to boost sales for an online business.
Rules for Managing a Customer Database
1. Collecting Customer Contacts Gathering customer contact information can be challenging, as many online shoppers are wary of providing their email addresses. Offering incentives is an excellent way to increase their willingness to share contact details. Information should be requested in exchange for something valuable to the customer, such as a small discount, a bonus, or a thematic e-book related to the store’s products.
2. Engaging with Customer Contacts Acquiring customer contact information is just the beginning. It’s essential to consistently use these email addresses to inform potential customers about new products. However, excessive activity and intrusive messaging should be avoided, as this often leads to unsubscribes.
3. Bonuses, Promotions, and Discounts Online shoppers appreciate stores that regularly offer bonus programs, discounts, and sales. A well-publicized promotion is an effective way to remind customers of a quality store. Emphasizing the scarcity and limited availability of offers is crucial. Scarcity can be highlighted by the number of items in stock or the duration of the promotion. These tactics often lead to increased sales.
4. Newsletter Content When sending newsletters, store owners should go beyond just offering products. Occasionally including interesting thematic videos, articles, and other engaging content can keep customers interested and engaged.
Conclusion
Maintaining and effectively using a customer database is essential for the success of an online store. It allows for better customer engagement, boosts sales, and enhances overall store performance. By offering value in exchange for contact information, engaging customers thoughtfully, and providing attractive promotions, online stores can cultivate a loyal customer base and achieve sustainable growth.