How to Increase Repeat Purchase Frequency in DTC eCommerce
12/19/22 • 40 min
When is the right time to ask a customer to purchase again? What automations matter to retaining customers and what should we do if a customer doesn’t reorder when you reach out?
Alex McEachern (Repeat) and Blake dive deep into those questions, the 3 must-have post-purchase automations, frameworks for creating repeat customers, and more.
They also give plenty of tactical examples from brands like Huron, BluMaan, Hanz de Fuko, Aura Bora, Kopari, Olipop as well as tech that enables it with platforms like Repeat, Wonderment, & Klaviyo.
If you’re looking to level up customer retention - this is a must-listen.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
If you want to automate your reordering visit Repeat over at https://www.getrepeat.io/
Join CPG house https://www.getrepeat.io/cpghouse
Shelf Life Podcast https://podcasts.apple.com/us/podcast/the-shelf-life/id1596936180
Time Stamps
0:00 - intro
1:00 - Who is Alex McEachern?
2:56 - The current state of customer retention
5:08 - Can you automate retention?
8:22 - How to reach out at the right time for reordering
11:24 - Wonderment is your retention swiss army knife
12:30 - Huron example & post-purchase education with the tracking page and emails
14:14 - the 3 base flows for post-purchase
17:23 - DTC is the loyalty channel for CPG
19:40 - Which brands have nailed reordering flows?
22:00 - How to “earn” the right to ask for another purchase from a customer
24:45 - what to do if a customer doesn’t reorder when you reach out
28:24 - If a customer doesn’t come back again... what do you do?
30:57 - Removing pain points around shipping lags in DTC... and how to stay competitive with retail
33:57 - Alex’s biggest piece of advice for retention marketers
37:00 - where else can you automate reordering (besides email & SMS)
38:47 - Is customer retention more difficult now than it was 10 years ago?
40:30 - final remarks
When is the right time to ask a customer to purchase again? What automations matter to retaining customers and what should we do if a customer doesn’t reorder when you reach out?
Alex McEachern (Repeat) and Blake dive deep into those questions, the 3 must-have post-purchase automations, frameworks for creating repeat customers, and more.
They also give plenty of tactical examples from brands like Huron, BluMaan, Hanz de Fuko, Aura Bora, Kopari, Olipop as well as tech that enables it with platforms like Repeat, Wonderment, & Klaviyo.
If you’re looking to level up customer retention - this is a must-listen.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
If you want to automate your reordering visit Repeat over at https://www.getrepeat.io/
Join CPG house https://www.getrepeat.io/cpghouse
Shelf Life Podcast https://podcasts.apple.com/us/podcast/the-shelf-life/id1596936180
Time Stamps
0:00 - intro
1:00 - Who is Alex McEachern?
2:56 - The current state of customer retention
5:08 - Can you automate retention?
8:22 - How to reach out at the right time for reordering
11:24 - Wonderment is your retention swiss army knife
12:30 - Huron example & post-purchase education with the tracking page and emails
14:14 - the 3 base flows for post-purchase
17:23 - DTC is the loyalty channel for CPG
19:40 - Which brands have nailed reordering flows?
22:00 - How to “earn” the right to ask for another purchase from a customer
24:45 - what to do if a customer doesn’t reorder when you reach out
28:24 - If a customer doesn’t come back again... what do you do?
30:57 - Removing pain points around shipping lags in DTC... and how to stay competitive with retail
33:57 - Alex’s biggest piece of advice for retention marketers
37:00 - where else can you automate reordering (besides email & SMS)
38:47 - Is customer retention more difficult now than it was 10 years ago?
40:30 - final remarks
Previous Episode
Immediately Improve Your Retention Marketing & CX / How Jones Road Beauty Creates Loyal Customers / Eli Weiss & Joanne Coffey
If you work for or own a DTC brand - you NEED to listen to this. Eli Weiss and Joanne Coffey (Jones Road Beauty) give a masterclass on what the convergence of CX and Retention marketing looks like in modern DTC eCommerce. This episode will immediately change how you think about retention marketing and customer experience (for the good).
Learn how to optimize your entire customer journey, use customer feedback to improve the pre and post-purchase experience, and ultimately increase LTV. This episode is loaded with strategy & spicy takes.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
Learn more about Jones Road Beauty
Do yourself a favor and subscribe to Eli’s newsletter “All Things CX & Retention”
Time Stamps ⏰
0:00 - Intro
1:58 - Joanne and Eli introduce themselves
3:42 - The story of how Joanne and Eli met and eventually found their way working together at JRB (a true DTC Twitter success story)
7:00 - Who is Joanes Road Beauty
12:00 - What is the intersection between CX and retention marketing?
12:57 - How do they implement feedback loops to improve messaging across the business?
18:00 - what metrics do Eli and Joanne look at to tell the larger story of customer retention? Then how do they take action on it?
20:00 - Hot take: Immediate upsells vs education and being patient
24:30 - How do you actually plan a post-purchase journey that maximizes CX and ultimately LTV
27:15 - What should CX bring to the table when collaborating with marketing on post-purchase flows?
32:45 - Optimizing the time between the first purchase and arrival. What needs to happen to make sure the customer has a great experience?
34:35 - how JRB is using pre-purchase quizzes and 1:1 CS conversations to match customers to products & keep them sticky
37:10 - How JRB thinks about personalization, mastering hide/show blocks in Klaviyo, and its impact on email/SMS revenue.
40:45 - The addiction to revenue at all costs. Should email & SMS really be goaled on the percentage of revenue?
42:40 - When is retention marketing not going to be “channel-based”? What would you do if you lost access to your retention tools tomorrow?
44:10 - What does the future of CX and Retention look like?
48:10 - what’s the #1 bet you’re making at JRB?
50:14 - Final remarks + where to go to get in touch w/ Joanne and Eli
Next Episode
A lesson in driving repeat purchases with higher ticket items & getting a DTC brand acquired
How do you drive repeat sales when you sell items with a higher price tag AND compete in a legacy category? Tyler“Sully” Sullivan, the founder of the recently acquired BombTech Golf, knows a thing or two about driving repeat sales with higher AOV items. In this episode, we discuss what strategies go into getting folks to buy multiple times with higher ticket items, how to compete against legacy giants, what it was like to get acquired, and tons of advice along the way for current or aspiring DTC founders.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
Learn more about Bombtech here
Connect with Sully here
Timestamps
0:00 - intro
2:00 - Bombtech Origin Story
3:48 The early days through the first sale
5:25 - Building an audience and community
6:17 - Losing your job + having a baby in the same week... the ultimate high-stakes scenario to go all in
9:00 - Getting acquired
11:20 - A message from Wonderment
14:00 - More advice on preparing for an acquisition
16:00 - Advice for competing in a legacy category as a new brand
18:18 - How to get product feedback and build community
22:00 - How a failed product launch was a great lesson
26:00 - Frameworks for surprise and delight inside the customer journey
29:00 - Learning to let get as a founder and empowering your team
31:27 - 60-day money-back guarantees - do they work?
33:30 - The core of BombTech’s post-purchase strategy (invest in the unscalable)
37:30 - Strategies for driving repeat business with higher AOV items
41:00 - How to think about CAC payback with customers
46:00 - Have eComm retention apps made customer retention harder or easier?
4845 - What else is Sully up to besides BombTech?
51:00 - Final words of wisdom from Sully
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