Customer Retention: Don’t Worry, Be …
3. Be relevant. Travel products mailer TravelSmith’s “outfitting experts” help navigate the complexities of sizing and reduce the risk of having to return an item.
When Garnet Hill puts a beautiful picture on the front cover of its catalog, it gives up the real estate other catalogers use to sell product. This distinguishes the company from its competitors.
4. Don’t get lazy. Too many catalogers take the easy way out and try to be what they’re not. They sell the same “hot” item this year as everybody else and wind up blending in with the pack. That’s bad karma; some customers may think you “sold out.” They’ll migrate elsewhere. Authenticity is more important to consumers than ever.
5. Provide choices. Do you ship to stores, offices and homes? Picking up a purchase at a store on the way home from work may appeal to the shopper who doesn’t want a box on the doorstep announcing her absence. Offer delivery options.
6. Uh, too many choices. Read Barry Schwartz’s “Paradox of Choice” (Ecco, 2004) before you overdo it. Too many choices cause confusion and send customers away. Your goal is to find the sweet spot where the number of options you offer enhances the quality of the experience, instead of detracting from it. It’s all about learning how to work with the human brain, not against it.
7. The best “thanks” comes with a check. It’s nice to earn credits while you spend. 1-800-FLOWERS.COM’s Fresh Rewards program gives you one point for every dollar you spend. The Sweet Energy sinful desserts catalog delivers a “dividend” check every January with its sale catalog, a “birthday” check once a year, a “Christmas” check and a wrap with special deals, as well as special sale days that keep its customers engaged and happy.
