We all know that it costs exceedingly more to acquire a new customer than it does to retain a hard-won one; 4 to 5 times more, actually, per Forbes. The holiday season presents a unique opportunity to introduce brands to a large influx of first-time buyers that they can convert into loyal customers. In this post, we’ll explore some tried-and-tested strategies you can implement today to retain your new customers.
 

Understanding the stages of the customer journey 

We think about the customer journey in 5 stages: Awareness, Acquisition, Conversion, Fulfillment, and Loyalty. During the Awareness & Acquisition phases, prospective customers are most receptive to information that’ll help them identify a fix for their specific need. They also compare products and the benefits of choosing between various brands during these top-of-the-funnel stages. When customers enter the Conversion stage, most have enough information to make a purchasing decision, while others may choose to subscribe and hold out for the next sale. Post-conversion, we move into the Fulfillment stage when an order has been placed, and the brand has shipped the product(s) to the customer. The final, and potentially most impactful stage for businesses, is Loyalty. This is when a brand has the opportunity to turn a new customer into a repeat buyer.
 

Automating the customer experience 

In order to deliver the most relevant messages to your customers at each stage of the customer journey, you’ll want to configure core flows to automate the process of sending the right message at the right time (e.g,, welcome series, browse abandonment Flow, abandoned cart Flow, post-purchase Flows, etc.). Within these core Flows you can include thank you messages, cross-sell Flows, review requests, and more. When aiming to convert a new customer into a repeat buyer, you’ll want to focus most closely on post-purchase flows, as these present  opportunities to check on the new customer’s satisfaction with their first purchase, or incentivize and reward their continued loyalty.
 

Increasing Customer Lifetime Value

For a new customer to return and make additional purchases, a few things need to happen. First and foremost, they need to be satisfied with their first experience from your brand. And the best way to find out about this is to ask! Adding a review Flow to your automations in Klaviyo, or implementing a post-purchase survey, are great ways to capture general sentiment from your customers. In addition to boosting your online reputation, reviews also present a great channel for your brand to identify potential areas for improvement. 

When a customer is satisfied and primed to make another purchase, they are most receptive to retention marketing strategies, like cross-sell and VIP Flows, that incentivize and reward loyalty. cross-sell or upsell Flows are an excellent way to deliver personalized product recommendations to new customers based on the products they already know and love. This can also increase your Customer Lifetime Value (CLV) and Average Order Value (AOV) on individual purchases. It’s important, though, to remember that the main goal is to continue providing value to your customers, not just winning additional sales. 

Deploying a structured loyalty program through a third-party app that awards “points” for purchases or other onsite actions, or utilizing a VIP welcome series Flow to recognize top purchasers, are proven ways to provide continuous value to customers in the form of discounts or rewards for their purchase activity. Customers who feel valued and recognized by brands are more likely to become repeat buyers, and may even turn into brand advocates themselves. Promoting brand advocacy helps build momentum for your brand, and drive new leads to your site. This is why it’s most important to continue nurturing your VIP purchasers.
 

Tips for the Klaviyo Community

For any Klaviyo Community members looking to turn their new customers into repeat buyers (especially after the holidays!), here are my top tips:

• Align your Flows with the customer journey: If you haven't already, check out the Flow Library provided within Klaviyo for inspiration on which Flows will be most impactful for your brand. From a Welcome Series to a Win-back flow, there's an automation for every stage of the customer journey.
• Regularly test and optimize: Don't forget about your Flows after you set them live! Regularly test different approaches, analyze results, and refine your strategies. For example, if you notice a low open rate for your Welcome Series emails, consider tweaking the subject line or adjusting the time delays in the Flow.
• Engage beyond sales: Use Klaviyo to engage with customers beyond just sales. Create an online community, share informative content, and genuinely connect with your customers. Show them that you value their partnership, not just their wallets.
• Seek feedback: Always encourage customers to share their feedback. It's a goldmine of information that can help you enhance your products, services, and overall customer experience.
• Reward loyalty: When a new customer turns into a repeat buyer, it’s important to celebrate this feat, and reward them for their continued loyalty to your brand. Offering special discounts is just one of the many ways to recognize your VIP customers.

Turning new customers into repeat buyers is no easy feat, but with the right tools and strategies, it's entirely achievable. Remember, at the heart of every successful business is a satisfied customer. By personalizing their experience and consistently adding value, you can drive repeat business and turn customers into brand advocate.

-@Ashley I (Ashley Ismailovski)

Resources available to keep learning: 

• Customer lifecycle marketing: Effective strategies to engage customers at any stage of the funnel
• Automate the customer journey with flows
• How to create a post-purchase flow
• How to create a product review flow
• Lessons from OWN IT: customer retention marketing strategies, tested by experts
• How to create an upsell or cross-sell flow
• Use a customer lifetime value (CLV) calculator to calculate CLV
• Increase average order value with owned marketing
• Create a VIP loyalty program using Klaviyo data only