8 Strategies to Keep Customers Coming Back

Key Takeaways

• Make subscriptions tempting with unique offerings.
• Know your audience to target effectively.
• Use rewards to boost spending and broaden loyalty.
• Encourage brand advocates to share the love.
• Personal touches enrich customer experiences.

Now we are going to talk about how to make subscriptions appealing. There’s a lot to learn from those who’ve mastered the art of getting customers to sign on the dotted line every month, so let’s jump into some real-world examples.

1. Make Subscriptions Irresistible

Imagine waking up to find a delightful box waiting at your doorstep each month! That’s what a solid subscription program can deliver. It's like having a birthday party—every month—where you’re the guest of honor! But how do you reel people in and keep them from canceling faster than a cat running from a vacuum? We can take notes from Sarah Vachon, who turned her olive oil brand, Citizens of Soil, into a subscription powerhouse. Initially, she went with “Subscribe for refills,” but after some rethinking, shifted gears to “Join the club.” Talk about a glow-up! She mentions, “That small step really transformed not only our sales but how we thought about our whole business.” Who knew a few words could pack that much punch? Every month, customers don’t just get plain old oil; they receive a unique, ethically sourced bottle, along with recipe ideas and tasting notes. It’s like a mini culinary adventure delivered straight to your kitchen! Then there’s Claudia Snoh of Kloo, the coffee genius. During a soft launch, she faced a reality check when she realized her pricing wasn’t winning hearts. So, she rolled with the punches—ditching shipping fees and offering a $7 discount on bottles. Genius! Claudia realized that by adjusting prices and making shipping free, she appealed more to her customers. Plus, they get exclusive swag, invites to special events, and early product access. It’s like being part of a secret coffee club that doesn’t require a password! So, let’s sum up a few golden nuggets that could help us all whip up a successful subscription model:

• Be relatable—stop with the technical jargon and speak like a human.
• Add value—don’t just sell a product; offer an experience.
• Consider pricing and shipping—because no one likes hidden fees.
• Surprise your subscribers with gifts and exclusives—they’ll appreciate it.

Next, we will explore the importance of pinpointing a specific market for your brand. It sounds a bit silly, doesn’t it? Thinking that casting a wide net could backfire. But, oh boy, it’s true! Imagine trying to please every shopper in a bustling market. You end up with a confused crowd, and that’s not what we want.

2. Focus on Your Target Audience

While it may seem logical to reach out to everyone, that approach is often like cooking a giant pot of soup where nobody likes the flavor. Consumers these days crave authenticity like it's the latest TikTok trend; they're drawn to brands that speak directly to them, not to some vague crowd. Getting cozy with a particular group can fine-tune your offerings and really make an impact.

Take Guru, the organic energy drink company, for instance. They’ve sidestepped broad marketing blunders and instead cozy up to communities that resonate with their values. We’ve all seen those generic ads that scream “Buy me!” but leave us cold, right? Guru does the opposite.

"We discovered that engaging with the running community during pre-workout time was a hit," says Shingly Lee, their marketing whiz. And guess what? They teamed up with one of Quebec’s largest running clubs to gather real feedback from the folks who’d actually drink their energy booster. Talk about smart moves—it's like getting advice from a seasoned runner on the best shoes!

If you really want to take things up a notch, focus can be your secret ingredient. Shingly put it best: “In marketing, focus amplifies your reach instead of limiting it.” When we zoom in on what makes us unique—our quirky flavor, unbelievable service, or insider knowledge—we attract a dedicated following, much like a band signing autographs after a concert.

• Identify your core demographic
• Create a genuine connection
• Get feedback from real customers
• Fine-tune your product offerings

Now, here's a little nugget: using tools for customizing audiences can boost your performance. Think of it as trading in your old car for a shiny new sports model—more speed and less wear and tear on your budget.

Shopify Audiences is one such tool, making it easy to find the right folks without spending a fortune. It's like having a cheat sheet for ad success, using real data to point the way. Remember when we tried to sell our old comic books at a yard sale? We finally learned that not everyone was itching to add a Batman comic to their collection. Lesson learned! So why not let technology steer us right? We can channel our energies into marketing that truly connects.

Next, we’re going to chat about why boosting customer spending through loyalty programs is like adding rocket fuel to your sales. It’s all about engaging with customers and giving them a reason to come back for more. And let’s face it, who doesn’t love a little treat for their loyalty?

3. Boosting Customer Spending with Rewards

Did you know that a whopping 80% of shoppers have said they’d hit “purchase” more often if they knew their loyalty would pay off? That’s what a study from Merkle revealed. It’s like saying, “Hey, I’ll buy from you if you throw me a bone now and then!”

• Gamification of shopping makes it thrilling.
• Earn points for good behavior.
• Get rewards that you can actually use.

Take the quirky beverage brand Liquid Death, for instance. They’ve got a loyalty program that feels like a fun game night. If you create an account, not only do you get to buy their edgy H2O, but you also earn points for engaging with them on social media or even just writing your thoughts in a review. You can then redeem those hard-earned points for cool merch. Talk about a refreshing way to quench your thirst for rewards!

Then there’s Jaxon Lane, a skincare brand that offers a simplified approach. Just by signing up for their rewards program, customers snag 100 points. It’s like getting a bonus right off the bat! Points can be swapped for discounts that make spa days seem a little more affordable.

Jen Yu, one of the masterminds behind Jaxon Lane, puts it simply: “Acquisition costs for ad spend to get new customers have just risen exponentially over the last few years.” She adds, “So we launched our loyalty program earlier this year to help our customers gather points whenever they make a purchase or refer a pal.” This approach not only creates repeat customers but transforms them into brand ambassadors!

In the end, loyalty programs are like the cherry on top of a sundae. They sweeten the deal, keep customers smiling, and fill the cash register. Every time a brand rewards its customers, it's not just about spending; it's about building lasting relationships. And trust us, relationships—like good friendships—are what keep people coming back for more. No one wants to be the ex that ghosted, right?

Now we are going to talk about how to bring loyal customers into the spotlight with ambassador programs. These initiatives can be a fun way to turn true fans of your brand into champions who spread the word. Think of it as giving your most passionate supporters a microphone and a stage!

4. Recruit Brand Advocates

When it comes to getting the word out, ambassador programs aren’t just your run-of-the-mill marketing ploys. They’re more like long-term friendships forged in the fires of commerce. This isn’t a one-off deal; it’s more of a lasting commitment. Instead of just throwing products at random influencers, why not hook up with those who genuinely adore your brand? After all, if they're sporting your gear with pride, why not let them help recruit new fans?

Alex Penfold, co-founder of Jaxon Lane, puts it perfectly: “We’ve always pursued influencers who genuinely love our brand. That passion is what makes the difference.” Imagine: would you trust a restaurant recommendation from someone who’s never been there? Exactly! If your ambassadors don’t truly resonate with your message, potential customers will catch on quicker than a cat spotting a laser pointer.

So how do we make this happen? Here are some handy tips:

• Identify Your Advocates: Look for customers who are already engaging with your brand on social media.
• Set Clear Guidelines: Let your ambassadors know how often they should post and the types of content that match your strong brand voice.
• Offer Incentives: Discounts, free swag, or exclusive access to events can go a long way in keeping your ambassadors motivated.
• Encourage Authenticity: Let them speak in their own voice; it’ll resonate better with their followers.

With each loyal customer, you’re not just building a brand; you’re building a community. And that community can become a powerful engine for growth. Plus, who doesn’t like a good discount for doing a little promotion? We all know someone who’d love to share their favorite product for a freebie, right?

It’s also important to foster an environment where you listen to feedback from your ambassadors. If they love testing new products and offer ways to improve, be all ears! Their insights could be your next big breakthrough—or at least a good laugh when they share a late-night taste test!

So, roll up your sleeves, put on a smile, and let’s start turning those brand enthusiasts into your next line of ambassadors. After all, why hustle for new customers when your own crowd is so ready to sing your praises?

Now we are going to talk about bringing people together through some memorable events that can really put a spark in your community. Live gatherings, whether they are online or face-to-face, can supercharge those all-important customer connections. Picture us hosting vibrant workshops, insightful panels, or thrilling product reveals. Let’s not forget about fun meet-and-greets with someone who actually knows a thing or two in the industry. In 2024, we had an absolute blast when the hydration brand Waterboy decided to change the game. Rather than just treating influencers like royalty, they whisked away a dozen of their most loyal customers to sunny Cabo. They claimed it was all about giving back—because, let’s be honest, customers are often the unsung heroes of a brand. “We do appreciate the creators and influencers, but how often do our dedicated customers get to enjoy the spotlight?” said cofounder Mike Xhaxho. This quote resonates. It’s like giving customers a VIP ticket to the concert of life. And who wouldn’t want that? Not to be outdone, Liquid Death decided to turn the concert scene into their own playground. They brought their creatively wild Liquid Death Country Club to a string of 2023 music festivals. Bonnaroo, Coachella—these were just a couple of stops where the fun kicked off. Members of this club enjoyed free drinks, funky tattoos, and even “horrorscope” readings. “Nothing quite gets the crowd vibing like sipping Liquid Death while the band cranks it up!” chuckled Andy Pearson, their VP of Creative. People adore this brand at concerts, and it’s no surprise why they chose music venues as their stage.

Innovative Ways to Host Engaging Events

• Educational workshops and tutorials
• Exclusive preview launches for loyal customers
• Fun meet-and-greets with industry pros
• Dreamy customer trips for your most devoted fans
• Unique festival experiences that entertain

So, whether we’re talking about water brands with sun-soaked getaways or energetic events at live festivals, creating an environment where customers feel valued and entertained is key. It’s like inviting guests to not just watch the show but to be part of it! And let’s face it—who doesn’t want that front-row seat? In these moments, we transcend simple transactions and forge connections that are meaningful. And honestly, if we can make someone smile while sipping their favorite drink, haven’t we done our part? Let’s get this party started!

Now we are going to talk about why asking questions is crucial for understanding your customers. Spoiler alert: it's not just about collecting gold stars on your report card! It’s about turning customer chatter into actionable insights.

6. Make Inquiries

Let’s face it, sometimes customers will tell you everything but the kitchen sink! But they can also provide nuggets of wisdom that can guide a business like a well-placed signpost in a confusing parking lot.

Take Grace Lee Chen, for example. She’s the genius behind Birdy Grey, known for helping bridesmaids look fabulous without breaking the bank. Grace really hit the jackpot with customer feedback. Listening to brides and bridesmaids became her superpower! She used everything from social media polls to good old-fashioned surveys to get the full scoop.

Grace has this brilliance about her: “We really analyze feedback so that we can serve the customer.” It’s like her secret ingredient for success! And get this—a new Instagram broadcast channel was born from her customer conversations. This means brides can chit-chat directly with the brand. Now, who wouldn't want to know that their next dress choice is just a DM away?

Then there’s Claudia from Kloo, who really took it up a notch while prepping for her launch. She spent a whole year gathering feedback, trying to nail down everything from product design to how to sustainably package her goods. And she was relentless—texting, emailing, even picking up the phone just to talk to customers. If that’s not dedication, I don’t know what is!

But here’s the kicker: it’s not just about obtaining feedback; it’s what you do with it that counts. Both Grace and Claudia took their insights and transformed them into action plans. Tweaking products, adjusting marketing strategies, and making customers feel heard can make a business stand out from the crowd like a flamingo in a flock of pigeons.

• Listen actively to customer feedback
• Use surveys and polls for broad insights
• Engage directly via social media and calls
• Adapt products and marketing based on feedback
• Make customers feel valued in the process

So the next time you think feedback is just noise, remember Grace and Claudia. Their success rides on asking questions and then—this is the big part—acting on the responses. Keep those ears open, and let your customers guide you like a trusted GPS! You might just find that they know exactly where the good stuff is hiding.

Now let’s chat about how to sprinkle a little magic into our customer interactions. Did you know that a bit of personality can turn a buyer into a loyal fan faster than a cat over a laser pointer? Let’s explore how adding those personal touches can keep customers coming back for more.

Enhancing Customer Experience with Personal Touches

One of the simplest yet most effective ways to make customers feel valued is by adding a little flair to their experience. We’ve all received packages that felt more like a cardboard coffin than a delightful delivery, right? A handwritten note can make a huge difference and say, "Hey, you’re not just a number to us!" Take Their Jewelry, for instance. Their approach to wrapping up an order feels like receiving a warm hug from a friend. They add a handwritten note with each purchase to express true gratitude. Just imagine, opening up a box of jewelry and finding a little love note included. It’s like getting birthday cake on a Tuesday; it’s unexpected and totally delightful!

Lauren Ludwig, co-founder of The Jewelry, puts it perfectly: “Those personal touchpoints make you feel seen. They make you feel heard.” Ain't that the truth? When customers know their efforts are appreciated, it builds a relationship, not just a business transaction. It’s like adding extra cheese to your pizza; you know it’s just that much better, and who doesn’t love pizza!

Just like them, Jaxon Lane knows how to rack up the brownie points. When they say, “We’re competing with Amazon, right?” it’s a friendly reminder that the little things matter. “We have free shipping for our repeat customers,” says Jen. “Plus, we toss in surprise gifts and write those heartfelt notes. We want everyone to enjoy shopping with us!” Can we just take a moment to appreciate how delightful surprise gifts are? It's the equivalent of finding fries at the bottom of a fast food bag. Talk about a win!

• Handwritten notes to convey gratitude
• Surprise gifts for repeat customers
• Offering free shipping after a few purchases

So, if we want to build customer loyalty that rivals our love for brunch, we need to keep it personal! Let’s sprinkle those personalized touches in inventory, and watch as customers turn from casual browsers into loyal fans faster than you can say “customer service!”

Next, we are going to talk about adding to your offerings and why it might be the spark your business needs to truly shine.

Broaden Your Offerings for Greater Success

Picture a menu with only one option—yuck! Just like that would be a bummer for our taste buds, having a scant selection in business might sting your growth. Remember that time someone suggested a local ice cream shop should serve more than just vanilla? Well, it turns out, a splash of creativity does wonders.

Take Marc Barros, for instance—he's the mastermind behind Moment. Initially, he rolled with a focus on mobile photography gear, similar to how we all start small, dreaming huge. But then Marc thought, “Why not add more flavors?” And voila! Suddenly, they were rocking lenses, accessories, and even digital courses. Talk about an upgrade!

As Marc puts it, “It’s been fascinating seeing the growth of the customer evolution, and we’ve just grown Moment to keep up with it.” If he had stuck to that original lineup of a handful of products? Well, let’s just say Moment might not be a household name today!

And then we've got Kristen Pumphrey from P.F. Candle. She noticed that some candle aficionados were drifting toward pricier options. What did she do? Instead of sulking, she created a premium line. It’s like swapping out a plain muffin for a gourmet one! Kristen also illustrates the beauty of seizing opportunities. When Urban Outfitters approached her to develop incense, she jumped right in—despite possibly thinking, “Incense? Really?”

But look at her now! “And now incense is such a fast-growing product segment for us,” she beams. They’ve gone from just candles to offering reed diffusers, room sprays, and other delightful goodies. Who knew innovation could smell so good?

• Explore your customers' needs; they might surprise you!
• Don't shy away from collaborations; they could open new doors.
• Pay attention to trends; don’t sleep on the changes in your market.

So let’s not put all our eggs in one basket. Mixing it up can lead to delicious opportunities, just as various flavors make life more interesting. Keep those ideas flowing, and we may find ourselves far beyond our wildest dreams!

Conclusion

FAQ

• How can subscriptions be made more appealing to customers? By making them irresistible with unique offerings, adjusting pricing, and adding value through experiences or exclusive perks.
• What is one effective strategy used by Sarah Vachon from Citizens of Soil? She transformed her subscription model from “Subscribe for refills” to “Join the club,” which significantly improved sales and customer engagement.
• Why is it important to focus on a specific target audience? It allows brands to create authentic connections, tailor their products, and avoid bland marketing approaches that don’t resonate.
• What role do customer loyalty programs play in boosting sales? They can significantly encourage repeat purchases by making customers feel rewarded and valued, often increasing their spending.
• How did Liquid Death engage customers through their loyalty program? They gamified the shopping experience, allowing customers to earn points for various actions like social media engagement and purchases, redeemable for cool merch.
• What makes ambassador programs effective for brands? They leverage genuine fans who are passionate about the brand, helping to create lasting relationships and spread word-of-mouth marketing.
• What is an innovative event example mentioned in the article? Waterboy took loyal customers to Cabo for a unique experience, showing appreciation for their support and involvement with the brand.
• How can businesses gather valuable customer feedback? By actively listening to customer opinions through social media interactions, surveys, and polls, and then acting on that feedback.
• What personal touches can enhance the customer experience? Handwritten notes, surprise gifts, and personalized service can make customers feel special and valued, fostering loyalty.
• How can expanding product offerings contribute to business growth? By diversifying products based on customer needs and market trends, businesses can attract new customers and retain existing ones.