Dormant customers are customers who you have ignored and hence gone inactive. Anything you don’t pay attention to is going to go away. That’s how the universe works right? You can expect an indoor plant to grow if you don’t water it, give it proper sunshine and add fertilizers. Same logic. It is not over once the user converts, you still need to pamper them. Here is why customers go inactive-
- Poor customer service
- On page experience not personalized
- Bad experience with the checkout process
- Not satisfied with product or delivery system (delivery charges, slow delivery)
- No loyalty offers, coupons
The idea here is to intelligently segment the customers. You need to track high-value customers that go inactive. If a customer has transacted only during a sale and left or if the days since the last visit is more than your average churn duration, you need not target them. Even if you bring them back with special offers, they might convert just for the offer and leave yet again. Target customers who have genuinely shown interest, transacted and have shown an intent of purchase, and turn them into loyal customers.
Strategies To Retarget Dormant Customers
Retargeting dormant customers is not going to be easy let me tell you this. They are inactive for a reason. But once you get their attention, you will hit a goldmine.
Pricing It Right
One way of doing this is taking price sensitivity seriously, to break action paralysis. Most of the time it the price that puts the customer off. See how they have reacted to price in the past. Send them a discount or give them a coupon code encouraging them to purchase. Here are a few price comparison tools that you can make use of to price your products right in the first place. PriceMole helps track competitor pricing, helps build an intelligent pricing strategy, automates tracking and repricing, helps keep track of pricing history and analytics.
Cross-sell And Upsell Intelligently
What Was The Last Product that they brought? Show them what it can be paired up with. For example, if a customer has brought a camera ask them if they would like to buy a lens at 10% less. An offer like this will be of value to them. Eventually, the customer will have to buy a lens, so why not when it is on an offer? Web push notification for cross-selling. If a user has bought a product that can be upgraded, tell them! Give them a special offer they can avail to help the product perform better. Or do they have something in their cart that can be upgraded? For example, if a user buys a 4GB ram, he can be encouraged to buy 8GB ram at the same price. You might think trying to upsell a product would be difficult, but upselling is 20X more effective than cross-selling.
Remind Them Of The Points They Have Accumulated
Dormant customers would have converted at least once and hence, they would have bagged some points. The customers might not even realize they have points at their disposal or might have slipped their mind. Now, this is a wonderful opportunity to knock at their doors and tell them you can buy something for free! This encourages the user’s to buy something from your website and also push them to buy more so that they can accumulate more points for a future purchase.
Re-engage With Contests
Hold a contest and give free giveaways like coupons or gift cards. Engage with them and encourage them to participate. For example, bring them back to your site and make them take a poll or register themselves for the contest. You could also take the user-generated content approach, where the best photo and tagline could win. This not only engages the customers who take part but also builds trust with other customers as well. 82% of shoppers say that user-generated content is truly valuable when users are pondering about a converting.
Web Push Notifications
Web push notifications help to reactivate dormant customers by engaging, retaining and retargeting customers. And since they are supported on both desktop and mobile they reach out customers, no matter what device they are using. Customers don’t have to open their inbox to receive the notification and it doesn’t cram space as well. Web push is not spammy as customers opt-in themselves. Notifications are sent according to customer activity and interest, therefore providing value to the user. Send contextual notifications to engage, retain, retarget abandoned cart and increase conversions. Helps you segment customers and personalize notifications easily. They also provide ready ‘Playbooks’ to create campaigns swiftly.
Influencer marketing works wonders while retargeting, provided you choose an influencer suited to your brand and interests of your customers. The influencer can share ‘sponsored content’ on their blog, social media, column, and influence the customers. Levi’s reached out to Jenn to promote them on her popular YouTube channel, Clothesencounters to reach out to a targeted audience of fashionistas. Craftsvilla collaborated with social media influencers Debashree Banerjee, Gia Kashyap and Anshita Juneja on Twitter, Instagram and various different blogs to build brand recall. With this, they were able to reach out to millions of their target users in two months. Ninjaoutreach has given 7 types of influencer collaboration, to get inspired by.
Over the last 2 years, the number of small and medium-sized businesses advertising on YouTube has doubled. On mobile alone, more 18- to 49-year-olds watch YouTube during prime time in the United States than they do the top 10 prime-time shows combined. Missouri Star Quilt Co. used video ads on YouTube when they first started off and was able to reach over 1 million potential customers and make over 14,000 online sales. They targeted people in the market for textiles. There Are Different Kinds Of Youtube Ads That You Can Experiment With – Non Skippable ads and Bumper ads get charged per impression. For other ad formats, you only have to pay if someone watches the ad for more than 30 seconds or clicks on your ad.
(All photographs are courtesy of the original owners unless otherwise indicated)