If less than 40% of users buy a new product in the following year, the business objective is acquisition-oriented. For example: those who sell very expensive equipment for certain types of sports can imagine that the probability of buying the same products again is quite low. This means that in addition to investing more in new visitors, medium-long term strategies will have to be oriented towards customer satisfaction, so that they become brand ambassadors to other people.
Hybrid model
If 40 to 60% of users still buy within the year, it is necessary to work on a mix of activities switzerland cell phone number list oriented towards both the acquisition of new customers and the repurchase of those already acquired.
Retention model
If 60% of users will buy within a year, then it is clear that marketing investments must be aimed at bringing the already acquired user to a new purchase, especially to maximize the investments made in acquisition. Loyalty programs are essential and must be consistent between online stores and physical stores (when there is one).
Conclusions
Regardless of the model you identify with, some aspects remain constant when choosing to invest in acquisition or loyalty. The first is the issue of user recognition: whether the consumer has not yet purchased or is a loyal user, it is essential to immediately identify which segment they belong to. Distinguishing the types of users means directing your strategies based on the objective. The second aspect is that of experience. Of course, you have a lot of information on existing customers that, in any case, are useful for defining the best processes to convert new ones. Furthermore, with regard to the new user, it is essential to imagine a good level of personalization, to ensure that navigation lasts a long time and is rewarding: certainly starting from navigation even when anonymous and refining the commercial proposal, as interactions increase. What type of e-commerce are you? Talk!