The importance of retaining customers beyond the moment of the first purchase was addressed by international experts Pablo Simon, Chief Commercial Officer at Bunker db, and Mathew Beaton Garat, Business Developer at MailUp, during a workshop organized by the Chamber of Digital Economy of Uruguay (CEDU) with the support of Fenicio eCommerce, Districad and Software Testing Bureau.
"The key is to retain the customer. This is about having an interaction with that customer every month," Simon explained. The executive suggested planning sales and strategies on a monthly basis to go beyond simple acquisition. "It is important to try to know what he is, what is happening with our product, see if there is an opportunity to market something in addition to what we already bought," he said.
The concept is to appeal to consumer loyalty through planning that includes the invitation to try the product before buying it and the offer of an increasingly simple sales process.
"We have to move from conversion marketing to satisfaction marketing. It's not just important that the customer comes in and buys from us, but that they stay and stay happy," Simon said. Word of mouth and social media are two fundamental tools when it comes to attracting and retaining customers in order to have the lowest possible churn rate. Achieving satisfied customers is what makes a company valuable.
According to Simon, "retention is a defining metric, it comes from satisfied users and repeat customers and to know those users we need to know who they are, what they need and care about them. Putting a team to work on all of this is a key aspect".
Regarding how to engage with users, Beaton Garat suggested dividing them into three groups, considering people who have bought in the last 30 days, customers from 31 to 180 days and more than 180 days. "We should apply how many times they bought and how much they spent. This will give us 20% of people who represent 80% of the company's turnover. I have to keep those customers happy, and keep them over time," he explained.
In his opinion, communication should be different for each segment, paying particular attention to recurring customers, who should be kept close by means of offers and gifts. To achieve this, it is necessary to collect data, such as name and types of interest.
"There are a lot of tools out there for automated customer acquisition and retention. It allows you to have all your data in one place: RSM, email marketing, social networks. We must integrate and have all the information in one place to generate actions based on all this," he concluded.
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