How To Bring Customers Back Into Your Store Quickly After They Purchase

Our research shows that 40% to 50% of a furniture retailer’s business comes from existing customers and that more than 50% of those sales occur within six months after the initial purchase. And this isn’t lightweight buying. The second purchase dollar value will be close to 50% of the first.

We know a tremendous opportunity presents itself when the customer enters the purchasing cycle. It’s up to you to take advantage of it. Here are easy-to-execute ideas that help insure you will see the ready-to-buy customer again. They demonstrate your appreciation of her, your understanding of her needs and reinforce your relationship with her.

Bounce back message. This message says thank you and acknowledges that often a new piece of furniture triggers awareness of other furniture needed around the house. We cite examples, such as a chair that now looks tired next to the newly purchased sofa, or lamps and tables that aren’t right any longer, or just a further desire for additional furniture in any other room. Mattresses, something we remind customers of repeatedly, are also mentioned.

The bounce back needs to provide a strong value, such as a 20% discount off one item. Our clients typically mail the bounce back, while some provide it when the order is delivered. We don’t recommend emailing it; currently a mailed piece creates a stronger sense of value and a more deeply felt appreciation of the customer’s business.

Get her email address and Twitter handle. Or at least her email address. This is as critical as a phone number, if not more. Digital interaction, including email, Twitter, Facebook and other social networking sites aren’t fads. They are here to stay, proof they are fulfilling a previously unknown need for contact between family, friends, groups and businesses. Your customers are living their lives – and sharing its details — computers, phones and tablets. They are showing pictures of their kids, what they had for lunch…and the fabulous dining room table they just bought from you.

Keep an eye on social media. Your customers may be commenting on their recent experience. Monitor Twitter and other social media for mention of your stores. Thank customers for positive comments and Retweet them. If problems are revealed, immediately Tweet back a polite and reassuring message that indicates the customer will be contacted promptly, and get the issue into customer service for immediate attention. When possible, move the conversation offline or into private messaging formats. Also Tweet messages about additional savings for preferred customer purchases.

The housewarming gift. Some clients offer a gift to customers. Some have a threshold, others don’t. One client gives a boxed set of two wine glasses. The customer is notified through Twitter, and linked to a special splash page on the website that explains next steps. Typically the gift has to be picked up at the store, drawing the customer back in.

Addition to exclusive customer lists. As your team rings up the sale, be certain the customer is informed of her inclusion into the ranks of your preferred customer list, thus exposing her to exclusive deals, prior announcements of sales and whatever other benefits you offer. If necessary, reassure her that she will be mailed or contacted only a few times a year.

Consider adding these tactics to your communications plans. The ROI is high, the efforts are small, and like the old timers always say, your relationship with your existing customers will help keep your doors open. Besides, what’s not to like about sustaining positive vibes with people who’ve already purchased from you? Plus, you can bet they’ll tell their friends.

Can you use some of these methods if you're a different kind of retailer than furniture? Yes, you can. You just have to modify them to your particular industry. Let me know if you'd like some help in figuring out how to do that. Or if you have other questions.

Michael Morin, Creating Direct Response Daily