Wouldn’t it be a wonderful world if all your customers came back like clockwork without fail every single day or week to your Magento digital ecommerce store to stock up on more of your lovely products? Just imagine: ecommerce sales happening regularly on the hour as loyal purchasers simply queue up and re-order with frequent and predictable timing. It’s a dream that ranks up there with everlasting print cartridges.
The fact is, a sizeable percentage of sales are made by infrequent purchasers. That’s especially true if you’re selling a product like a refrigerator that doesn’t need updating for a few years. But even if your ecommerce store sells infrequent purchase goods, there’s no reason to assume you can’t create customer loyalty that will bring buyers back again in the future, or spring to mind when their friends are looking for a recommendation. And maybe you don’t just sell fridges but matching toasters too.
The question then is how to maximise engagement with those visitors to your Magento site who generally wait until there’s a blue moon to buy from you. Social network engagement is a great way to bring some personality and depth to your brand identity. Provide them with content that adds value to their purchase. That doesn’t mean telling them all about fridges they could have bought, and what they would have saved if they’d only waited for your current bargain sale. Instead, reinforce what was right about their decision to trust your brand with extra information on, for example, fridge maintenance or other kitchen tips. Help infrequent buyers see that they continue to be wise and discerning shoppers for being associated with your brand.
Don’t put all your hopes on another immediate sale, but work to build up a rapport that will have ecommerce benefits in the longer term as Magento customers stay on board with all the reasons they purchased for in the first place.