Wellington's first #ShopifyMeetup was all about Repeat Sales. On behalf of the Team at Collect, Shopify & Hello Digital, thanks to all who attended last night 😊
We kicked off with talks from our experts on why repeat customers are important, creating and implementing your own retention marketing strategy and how to promote to these repeat customers during shopping holidays. With just over 70 retailers and Shopify partners, there was great questions that sparked lots of discussion in Q&As section.
In this recap:
- Expert speaker summaries
- Panel Q&As (with a bit more info and useful links)
- Slides for you to download
Here’s a quick recap on the talks from our Experts:
CEO & Co-Founder at Collect
Brady started the evening by giving more context around why repeat customers are worth your marketing efforts. Research shows that, traditionally, retailers spend the majority of their marketing budget on acquisition. Retention marketing is often overlooked, when in fact, a "5% increase in retention can increase profits by 25% - 95%" [Bain & Co].
Brady presented 5 easy ways that you can focus on repeat sales in your own store:
- Understand your customers - Using the "sexy" data from your Shopify store you can segment your customer database to help you better target your marketing efforts in order to get better return.
- Implement a Loyalty program - A loyalty program is one of the easiest ways to reward your customers for shopping with you and create a barrier to leaving you for the competition.
- Make shopping with you personal - Use techniques like packaging and thank you notes to make receiving your products a special and even sharable moment for your customers.
- Get targeted with email - Send targeted and timely emails to your customers to increase open rates and encourage them to spend, rather than sending bulk emails to your entire list.
- Customer service - Focusing on providing a great customer experience both in-store and online is vital to encouraging repeat sales. The better customers' experience with your store, the more likely they are to shop with you again and as shown from the statistics on Slide 12, the more they will spend with you.
Last but not least, Brady ended with this "For every customer that bothers to complain, 26 remained silent." [White House Office Of Consumer Affairs], highlighting the importance of listening to customer feedback and ensuring you address it.
Partner Manager at Shopify
Talia spoke on the importance of getting your business ready for #BlackFriday and #CyberMonday holidays. These two holidays are quickly gaining momentum in New Zealand with impressive stats - "At it's peak, over $555,716 in transactions occurred in a single minute".
Repeat customers tend to spend more over the holiday period. With repeat customers spending a staggering 25% more per transaction over the holiday period, in comparison new customers only see a 17% increase in spend per transaction. Talia gave some great promotion ideas:
- Discounts & Offers - These are quick and easy ways to encourage your customers to shop. Remember timing is important!
- Discounting Strategies - Nick Kolenda's research on discounting strategies include; The Rule of 100 (% off discounts on products under $100, and $ off on products over $100), Charm Pricing ($19.99) and almost the most important, Give a reason (let your customers know why you are running a sale).
- Limited Time / Quantity Offers - Can help create a feeling of urgency which can encourage your customers to buy.
- Gifts - Create a package or gift collection on your online store, to help make it easy for your customers to buy gifts.
- Charity - Help spread the love and make it easy for your customers to donate to charity, especially during the holidays. This might be a reason they shop with you, over your competitors.
She also shared a sneak peek at some exciting new features coming to Shopify, like selling directly through Instagram, Discounts timeline and sharable links, and Google Autocomplete. See the slides for more.
CEO & Co-Founder at Hello Digital
Angus spoke about bringing it all back to the marketing strategy and understanding your customers. It's important to play to your strengths. Using analysis tools like TOWS, it's easy to identify your store's strengths and weaknesses, to help you position your store to your customers.
He talked around retention strategy and picking a marketing mix that's going to be best suited to your store. He suggests identifying key marketing channels, like email and social media, that will work best for you and focusing on executing on these ones well.
Make sure you have an easy way for your customers to give you feedback. Measures like NPS can help you track your customers' satisfaction and give you key insights to help you continually improve.
Finally Angus spoke about a problem that all small business owners can relate to - the lack of time in the day. More often than not, the first thing to slip through the cracks is often your marketing. Remember to take advantage of Shopify's App Store and automate parts of your workload to help save you time.
Head of Marketing at Mojo Coffee
Our special guest speaker from Mojo Coffee, Tay-Lann opened with a taste of the Mojo Story; they are still very much a family owned and operated business, with an absolute love for coffee!
Mojo's "Coffee Geeks” or Baristas, live and breathe coffee. It was their passion that lead Mojo to opening their own retail shop (on Lambton Quay, Wellington). Here, they share their love for coffee with their customers. This experience was so popular that Mojo wanted to increase their audience, so they opened an online store with Shopify.
Tay-Lann spoke about the challenge of creating a consistent brand message and experience across their brick-and-mortar stores and online. It's all about knowing your target market! .
Mojo focus on getting repeat sales in a couple of ways. They have a custom built loyalty App, rewarding their customers 10% off on every purchase. It also holds G.S.T receipts and Friend a coffee (their newest feature). As well as this, she shared how their subscription based coffee and content strategy goes a long way in increasing loyalty, creating a positive brand experience and enhancing their coffee culture.
Questions and Answers from the #ShopifyMeetup:
How do I find out more about my customers. Does the basic Shopify plan include any customer analysis?
Shopify has a lot of rich customer and purchase data available on all plans. Here’s a handy guide that has heaps of tips on analysis to get you started:
Why would you want to invest in a Abandoned Cart App from the App store when there is this feature in Shopify?
Abandoned cart recover emails are a great way to encourage your lost customers back to your store to complete the order. Studies have shown “67.45% of online shopping carts are abandoned before the customer completes the sale” [Shopify]. This means that your sales are potentially 1/3 of what they could be.
If you are on Shopify Plus, you'll have access to this as a feature and the experts suggested using Shopify.
If you aren't on the Shopify plus plan, or if you are looking for more customization, then they recommended using a Abandoned Cart App from the Shopify App Store.
- Automates the process. Choose when to send 1 or 2 emails.
- Pulls in product images from their cart. And we all know, product images sell.
- Lets you customize your email template with your branding and messaging.
How do I know if my loyalty program is working?
Take advantage of the free trials on apps. Make sure that you take a snapshot of your customer data before you install, then use a loyalty program for a month and put it through it’s paces. St the end of the mont have a look at your customer data again, and ask: has your customers' purchase frequency increased? Are your customers spending more per purchase? And are they completing other loyalty actions, like following you on social media?
Be sure to look at the success of your earning points options (like Liking on Facebook and Friend referrals). Beautiful Loyalty Programs for Shopify has RFM reporting coming soon. You'll be able to segment your customer database to identify your champions, promising, at risk and lost customers.
Do you have any advice on subscription selling? Are there Apps that you would recommend using?
There are lots of good recurring subscription Apps on the Shopify App Store.
Mojo sells coffee subscriptions on their online store. Tay-Lan recommends making sure that you connect with these customers, especially when their subscription is up for renewal. Mojo send regular emails to these customers and send them an email asking if they still enjoy their current coffee subscription, the provide suggestions on coffee that the customer might find valuable and an easy way to renew their subscription.
There are lots of Apps in the Shopify App-Store. How do you find good ones to use?
The two best pieces of advice we can give you are:
- Look at the App’s reviews & rating: These reviews are left by other Shopify stores. This will give you the best insight on what using the app is like. Make sure you look out for reviews about their customer service and if you see something concerning in a review, ask the app developer about it. They will be actively working on solving this issue, or may have already solved it.
- If you have a question ask: If you are interested in learning more or couldn’t find information on what you are looking for, or you're not sure where to start, make sure that you reach out to the App Developer. They know their product better than anyone and will be able to answer your questions and point you in the right direction.
What’s the value of blogs? Would you recommend having one?
Blogs are a great marketing tool to include in your content strategy. They help bring your brand or product to life. There are lots of different types of blogs you can create, whether it is writing about your product, thought leadership on a certain topic or even a photo blog can help you connect with your audience.
Blogging is especially great if your industry has a pain point. For example, if you were selling baby products, there is plenty that new parents need to know about.
Mojo use theirs to connect with and educate their audience on coffee culture. Their baristas write their content which makes for inspiring reading.
Creating an effective blog does take time, so be sure to measure it's effectiveness. Look for ways to save time, such as outsourcing blog content (get an influencer to write something for you) or look for others' content that you can share.
Once you have blogs to share, it is important to have a strategy on how you are going to get your content in front of your target audience, whether it's on social media or by email.
Here's some helpful articles from the Shopify Blog:
> Why Every eCommerce Business Needs a Blog (And 9 Ideas to Get You Started)
> How to Promote Your Blog: 15 Strategies for Driving Traffic
Any recommendations on marketing to the older generation?
We’ve been doing some digging on the most successful ways to market to an older generation. Here’s a couple of ideas to get you started:
Referral programs can be a great way to encourage your members to spread the word about your store to their friends, whether it is online, or in-person. Make sure it is easy for your customers to share your store and sometimes offering an incentive can make your customers feel appreciated and can work wonders.
Research shows that Facebook is the “kingpin of social media for the over 50s” [Telegraph UK]. More and more of the older generation are looking to social media to keep in touch with friends and family.
Make it easy to communicate with you: Make sure you have your contact details on your website. The Urban Outfitters example from Brady’s talk, have their store’s open times, phone number, email address, social media links and a live chat. This means that if they have questions, you are easy to reach, however they choose!
Here’s some of the research we found:
> Facebook is the most popular social network for the over 50s
> 5 Ways to Effectively Market to Baby Boomers
> 9 Digital Marketing Strategies to Woo Baby Boomers
Is there any anyway to customize the cart page/checkout process without Shopify Plus?
This is possible. You can customize parts of your checkout process in your theme settings. Here’s a handy article that can show you how to do this:
> Customize the look of your Shopify Cart
When’s the next meetup?
It was great to see how many hands went up for having another Wellington #ShopifyMeetup. Keep an eye out for upcoming Shopify Meetups in your email inbox and follow CollectApps on Facebook or Twitter.
So many stats, graphs, strategy ideas, and Shopify updates! You can download the slides here
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