Enterprise Nation

We’re going all seasonal on the site today. No sooner do we issue results of the Summer Sales poll than we’re chatting about Christmas. Well, Chris Barling is the one chatting. He’s chief of ecommerce software supplier, Actinic, and thinks a new approach to Christmas is needed. One that sees customers secured for the whole year, rather than just for a seasonal boost.

Business all year round

It’s an oft-stated mantra that for an online store, getting repeat orders is much cheaper than acquiring new customers. It’s also much more fun to be in business with customers who like you and want to continue doing business with you.

Walk the talk

Before even thinking about customer retention, it’s vital to deliver a good first experience. That means a fast online store, rapid shipment, clear communication of what’s happening and a friendly, effective response to any problems.

Build loyalty

Customer loyalty schemes can help to turn one time shoppers into regulars. But in order to work in the long term, loyalty programmes should provide a genuine and unique reward. I personally find it a big turn-off if I’m told by a brand that I’m being rewarded for loyalty, only to find out that the same offer is being made to new buyers.

Communicate with value

Newsletters are a great way of staying in touch with customers and keeping you at the front of their minds. Communicate regularly, but not too frequently. The newsletter should contain items of real value, like useful tips or interesting user stories as opposed to sales pitches. This is quite an ask when so much good material is already available online.

Social networking

The up and coming area for online marketing is social media, and we are all still finding how to make this work. You may find participating in discussions on Twitter, Facebook and other networks a great way to maintain contact with customers. Again, this keeps you in your customer’s minds as well as possibly generating fresh sales. But ensure you monitor every network you belong to thoroughly – set up standing searches to pick up mentions of your company name (and competitors).

Special offers

Your new Christmas shoppers are gold dust. You should analyse their sales patterns and email them a special offer if they haven't come back for a while. Use vouchers or free delivery to encourage return visits.

A tactic employed by Sporties Online meant that every customer who placed an order from the start of November onwards received a 10% off voucher that could be used in January or February, provided that the person signed up to the Sporties’ Newsletter too. In previous years January and February had been very quiet, but following this initiative, sales were significantly improved. The extra newsletter members also provided additional long term potential.

Keep it up

It’s easy to talk about turning Christmas buyers into loyal long term customers, but harder to keep it up over the following months. But it’s worth the effort financially and in terms of an increased customer base.

• Chris Barling, Actinic