You have order fulfillment down to a science and have hired a 3PL to handle storing, picking, packing and shipping your products. But your customer’s journey doesn’t end with order fulfillment. If you’re looking for a way to maximize your buyers’ unboxing experiences while driving customer loyalty and sales, we have a suggestion: packaging inserts.
THE BENEFITS OF PACKAGING INSERTS
Unboxing doesn’t have to be the end of the road in your customers’ purchase process. Think of it as the start of a different journey. In fact, selling to an existing customer is a lot easier than selling to a new one.
Let’s look at some customer retention statistics:
- The success rate of selling to an existing customer is 60-70 percent. The success rate of selling to a new customer is 5-20 percent.
- Increasing customer retention by 5 percent can increase your profits from 25-95 percent.
- About 80 percent of your future profits will come from just 20 percent of your existing customers.
The reason it’s easier to convert existing customers is simple: they have already purchased from you, which makes them easier to retarget in your remarketing efforts. A well-targeted packaging insert will not only make customers feel special, it will increase brand loyalty too. There are many ways you can incorporate them into your customers’ unpackaging experiences.
PACKAGING INSERT IDEAS
Thank you notes: Add personalized thank-you notes that will make an impression with your customers. Don't say “Thank you for your order” which can make your customers feel like statistics. Show your customers you value their support rather than their business. Opt for "Thanks for choosing us" instead.
Promo codes: Give your existing customers a reason to make another purchase by including a promo code with an exclusive discount as an incentive. Don't forget to track and measure your ROI. Create campaign-specific promo codes to measure how many people redeem the code and how much they spend on each transaction.
Offers: Offer free shipping on their next order. Everyone loves free shipping, especially if it’s exclusive to them. Not only will this offer incentivize your customers, it’s also an effective way to minimize buyer’s remorse. “I didn’t really need that, but I had free shipping, so…”
Feedback: Ask your customers to write a review of their purchase. Customers who write reviews tend to develop a loyalty to that business because it gives them a voice in the online purchasing process. The easiest way to get customers to review your product? Just ask.
Free samples: Product samples are technically packaging inserts, so consider adding a free gift along with purchases. Your customers will be delighted at the idea of getting something unexpected for free. It’s the principle of reciprocity in marketing. When you offer your customers something helpful for free, they will feel indebted to you.
Packaging inserts can improve your brand perception and boost your marketing reach. They are also a cost-effective way to drive customer loyalty and sales. Personalize them, and you’ll be on your way to maximizing your buyers’ unboxing experiences.
“Shipping” is more than just an added cost at the end of the checkout process. Speed, cost, communication, logistics – all of these and more combine to form the shipping experience your business is known for. If you can improve on these areas, you can turn your shipping options into a competitive differentiator that attracts more customers. In order to make effective improvements, be sure to consider the following:
Total Cost to Customers
It’s no secret that ecommerce customers love free shipping. However, it's important to remember that the reason customers love free shipping is because it's a discount. If customers can find the same product with a cheaper total cost elsewhere, it no longer matters whether or not the shipping is free. When using shipping discounts as a selling point, make sure that customers aren’t just absorbing the shipping costs through inflated product pricing or other charges.
Outbound vs. Inbound
If you are having trouble finding an effective way to provide your customers with discounted shipping, consider the benefits of reducing the cost of returns instead. Many customers decide to commit to a purchase based on the seller’s return policy. If the return’s policy is customer-friendly, customers are more likely to purchase from a seller – but not necessarily more likely to return their orders.
The order fulfillment process is mostly invisible to customers. But if you do your due diligence here, it can make a big impact on customer service. For example, don’t limit yourself to only one carrier. By negotiating with multiple carriers (or working with a 3PL who can negotiate on your behalf), both you and your customers can save a lot of money on shipping.
A recent consumer insights report from Hitwise found that visits to subscription box-based ecommerce sites have increased by about 3,000% in the U.S. over the past three years. With the success that start-ups in this industry - such as Birchbox, Dollar Shave Club, and Loot Crate - have enjoyed, it’s worthwhile to consider if a subscription model would be a viable extension of your ecommerce site.
Subscription-based services generally fall into two categories. Discovery-based subscriptions provide customers with new products in each delivery. As customers receive packages with some products they like, they return to the company to purchase more of the items. Discovery-based subscriptions can be a great way to market certain areas of your product catalog and generate buzz about the products that come in each delivery. Convenience-based subscriptions deliver customer-specified products on a schedule at a discounted rate, which makes this model great for customer retention.
When deciding whether a subscription model is a good fit for your ecommerce business, there are two main factors to consider: the types of products you sell, and whether you have the bandwidth to monitor customer behavior and preferences to keep the subscription service interesting. A wide variety of products in the low-to-medium price range are well-suited for discovery-based subscription program, while a convenience-based subscription program would require a product catalog mostly comprised of essential consumables.
As for your customers, you need to make sure that your subscription service consistently makes the customer feel special through product variety/novelty (discovery-based) and delivers value (both discovery-based and convenience-based). If you can nail that down, you can make subscriptions a successful dimension of your ecommerce business.
While you could run a remarketing strategy "set it and forget it" style, there are simple changes you can make to show users more relevant and compelling ads. Use these tips to refine your retargeting strategies to be more effective.
Customize your ads as much as possible
One of biggest strengths of remarketing is that ads are shown to users who are already interested in your products. Showing them generic ads for your brand is wasted potential. Instead, advertise items that users are likely to be interested in based on what sections/product pages of your site they spent the most time viewing. This strategy can be especially effective at addressing cart abandonment.
Retarget on social media
Social media sites are the most highly trafficked spaces online, so your remarketing ads are more likely to get exposure there. Plus, sites like Twitter and Facebook have advertising options that are perfectly suited for the growing audience of mobile users.
Use incentives to drive action
Remarketing targets users who have already demonstrated an interest in your site. Sometimes, the right promotional offer is all that's needed to get them to complete a transaction. For repeat customers, try serving ads speaking to brand loyalty with special offers to reactivate their buying cycle.
Customer retention in ecommerce requires brands to earn the trust of shoppers. In its 2015 Consumer Payments Survey, PwC's subsidiary Strategy& found that users value the following elements when shopping online: data privacy, transaction security, and worthwhile rewards for brand loyalty. More...