Come Again: 5 Tricks to Capture Repeat Business
Getting new customers takes time and money, which is why repeat customers are so important to businesses in all industries. Repeat customers are much more likely to make a purchase, and your marketing efforts to them will yield better ROI.
Need some proof? According to HubSpot:
- A 5% increase in customer retention produces more than a 25% increase in profits for your business.
- A 2% increase in customer retention has the same impact on your bottom line as decreasing costs by 10%.
- Repeat customers are 9 times more likely to convert than first-time visitors.
So if you’re not targeting past customers with your marketing campaigns, now is the time to start! Use these five tricks to capture repeat business.
1. Provide Excellent Customer Service
This one almost goes without saying, but capturing repeat business starts with providing an experience that customers will want to enjoy again and again. It’s not just about the tour or activity itself. A positive experience includes a simple booking process, great communication before and after the tour or activity, and a follow-up after the experience requesting feedback. (Remember to reply to reviews, good or bad, to show customers you value their opinion.)
If a customer has a concern during or after their tour, how you handle it can determine whether you end up with a negative review or a happy repeat customer. Follow our tips for dealing with challenging customers to turn around a potentially difficult situation.
2. Create a Personal Relationship
Who doesn’t love a bar where everyone knows your name? Even if you’re meeting dozens of customers a day, they all want to feel special. Do your best to remember names and any personal information they share. This becomes easier as you build a relationship with repeat customers. For example, if you have a SUP rental regular who has mentioned their family before, ask about them next time that person comes by for a rental.
Use the information you gather about your customers to further personalize your offerings. For example, you can log whether a customer successfully solved your escape room on your Dashboard. If they couldn’t solve the puzzles, invite them back to try again at a discounted rate (perhaps with a quick hint or tip for solving the room!).
Personalization is easier than ever with online platforms. For example, use personalized subject lines and greetings in any email communications so recipients will feel like you’re talking directly to them. Learn more in our guide to personalized marketing content.
3. Sign Customers Up for Emails
Email is one of the easiest ways to keep in touch with customers after their first experience with your business. Give them the option to opt into your email list when booking a tour or activity, then get them started on a lifecycle email campaign that matches where they are in the customer journey. For example, you could send past customers emails with special deals for returning customers only. Read more in our guide to choosing the right email marketing campaign.
4. Connect on Social Media
Social media makes it easy to stay top of mind for your customers. Encourage them to connect with you during the tour by asking them to tag you in their photos or offering to tag them in any photos or video you capture during the experience. You can create further engagement with user-generated content campaigns and giveaways.
Once you’ve gotten them to follow you on your social channels, keep them interested with high-quality content and promotions that could entice them to come back for another tour or activity. Don’t forget to foster the relationship by replying to comments and messages in a timely manner. Check out our video on how to engage with customers on social media for more tips.
5. Start a Customer Loyalty Program
Keep your customers coming back with a loyalty program that rewards their commitment to your business! Local customers or those who travel to your destination often are the best targets for this type of program. You could offer a rewards point system or punch card that gives them a free tour or activity after they’ve visited five times, for example. This works best for rentals and activities that can be enjoyed over and over, like axe throwing and escape rooms.
Pro tip: One study found that customers are much more likely to use this type of punch card when you give them a head start. Give them two punches on their first visit to make them feel closer to their goal!
Another way to incentivize return customers (and get new ones!) is to offer a referral bonus. For example, send existing customers a referral link or code to share with friends, and when one of their friends books with you, the existing customer gets a $20 discount on their next visit.
There’s always room to experiment and reach new target markets, but don’t neglect your past customers. As you can see, it’s easy to keep in touch with them, and the benefit to your business is huge. Using email to reach your customers? Learn how to choose the best email marketing platform.