9 Examples of Customer Appreciation Strategies for Ecommerce Brands
When you expressing your gratitude as a brand, your customers feel more valued. Here are 9 ways to thank your customers while building loyalty and word of mouth!
If you're running a business, it's always important to find out what your customers are like. You should know what they really want, how they make decisions, and what they expect from you.
Hubspot featured an infographic by Bigcommerce, highlighting the top 10 factors that influence purchase decisions. It also provided other useful consumer behavior tidbits that helped us broaden our understanding of the customer mindset.
Here are some stats we felt were worth diving deeper into:
The following example from Dan Ariely's Predictably Irrational illustrates this perfectly:
When Amazon launched a "free shipping" promotion with the purchase of a second book, sales shot up in all countries except for France. Why? It turned out that Amazon.fr had modified the program to charge one franc (US$0.20) instead of $0. The sales jumped the moment free shipping was implemented.
As Roger Dooley from Neuromarketing succinctly puts it:
FREE! is more powerful than any rational economic analysis would suggest.
So what is it about free stuff that drives us into a frenzy?
According to a GetElastic post by Linda Bustos, one reason why free shipping trumps a product discount of the same monetary value is the "I Win" theory.
We know implicitly that shipping has to cost something. So when we discover that we don't have to pay, it feels like a bargain.
It feels far more generous than receiving a price discount of the same (or even greater!) value.
We sense that the retailer is paying for shipping on our behalf, as opposed to merely taking less profit for themselves.
"Hey, don't worry about shipping costs," retailers seem to tell us. "It's on us."
Tip: Knowing, and then providing what customers really want communicates that you really understand and truly want what's best for them.
According to the infographic, 54% of shoppers own a smartphone. Out of those shoppers, 50% of them check prices, promotions, product reviews, or product information on their smartphones while shopping.
It is evident that customers are now doing more research before buying anything. If you have bad reviews or a shortage of available information about your brand and products, it'll be an uphill battle trying to convince them to buy.
If you've been working hard at making good products in the first place, then the bad reviews would naturally be at a minimum. You'll want to also make sure that your website has all the relevant information about you, and is mobile-optimised. (See: Common Ecommerce Website Mistakes)
People are also more likely to engage with brands that have an engaging, information-rich social media presence. A brand that seems disinterested in engaging fans online might seem like it's also disinterested in providing quality service.
Tip: Provide important and relevant information online so that your potential customers can find out more before they buy. Also, have your brand consistently produce more informative content in the form of pictures, status updates and videos; your audience will appreciate it.
We all know that we're more likely to trust our friends' recommendations than advertisements, but why is that?
According to Jonah Berger, Professor and author of "Contagious: Why Things Catch On", it's because two reasons:
As it turns out, referred friends not only are less likely to leave, but also bring in higher profit margins.
Tip: We all trust our friends more than advertisements; so invest some time and effort in understanding referral marketing.