Last December I wrote a post that the most important time in a customer relationship is the three months following their first purchase. I want to revisit that and state that the most important order is a customer’s second order.
A visitor walks into your tasting room, tries some of your wine, and places an order. They then leave your tasting room. Now what? How do you take this new customer and turn them into a repeat customer?
In preparation for this post, I ran some numbers. Here’s how important the second order is. We analyzed wine sales across our system and found:
Here are some more numbers from About.com
Getting a person to become a repeat purchaser is important, but how do you move them from a onetime customer to repeat purchaser?
One example might be to send an email thanking the customer for their first time purchase and have them rate the wine and their purchasing experience. For their efforts reward them with a coupon for a second purchase.
Whatever strategy you implement, remember to test and measure the results (and be sure to share them with us).
Get the blog by RSS
Need to accelerate online sales? Subscribe here: