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Customer engagement · 

5 minutes

Cormac O'SullivanPiggy

Exploring The Art of Winning Repeat Customers: Strategies

Attracting new customers is only half the battle. The real victory lies in retaining them and transforming them into repeat customers. By delving into the methods to achieve this, businesses can foster loyal patronage and secure steady revenue streams.

What is a Repeat Customer?

A repeat customer is a consumer who has made more than one purchase from your business. They are not one-time buyers; instead, they have formed a pattern of choosing your product or service over others, demonstrating their trust in your brand.

What is a Good Repeat Customer Rate?

According to a study by Bain & Company, a good repeat customer rate varies across industries but averages around 20%-30%. E-commerce businesses often have higher repeat customer rates due to the convenience and personalized customer experience they offer.

The Importance of Repeat Customers

Lower Customer Acquisition Costs

Securing a new customer can cost five times more than retaining an existing one. By focusing on repeat customers, businesses can significantly cut down on their marketing expenses, thus improving profitability.

Increased Customer Lifetime Value

Repeat customers often have a higher Customer Lifetime Value (CLV) than one-time buyers. They tend to buy more and make larger purchases, making them more profitable over time.

Word of Mouth Marketing

Repeat customers are more likely to become brand advocates, often spreading positive word of mouth. According to Nielsen, 83% of consumers trust recommendations from people they know, making this a potent form of advertising.

Stronger Relationships

Frequent interaction with repeat customers fosters stronger relationships, enhancing customer loyalty. It allows for deeper understanding of their needs and preferences, which can inform business strategies.

Predictable Revenue

Repeat customers offer a more predictable and steady revenue stream. Predictability in business income aids in planning and stability.

How to Get Repeat Customers: 8 Strategies

Excellent Customer Service

Excellent customer service extends beyond just meeting the customer's needs. It involves anticipating those needs and exceeding their expectations at every opportunity. This could mean ensuring that your team is well-trained to handle various customer scenarios, resolving issues quickly and effectively, and treating each customer interaction as an opportunity to build a deeper relationship.


In today's digital age, personalization can be taken a step further with AI and machine learning. Businesses can leverage customer data to personalize their shopping experience, offering product suggestions based on their browsing and purchasing history, or sending personalized messages and offers. Accenture found that 91% of consumers are more likely to shop with brands that provide offers and recommendations relevant to them.

Quality Products and Services

It's not enough to simply meet industry standards when it comes to your product or service. Businesses that go the extra mile to ensure exceptional quality find that customers are not only willing to return, but they also become brand advocates. Consider how you can continuously improve your product or service based on customer feedback and industry trends.

Loyalty Programs

Loyalty programs can take many forms, from points-based systems to tiered rewards programs. The key is to make it simple for customers to earn and redeem their rewards. Additionally, offering exclusive rewards to loyalty program members, such as special discounts or early access to new products, can further enhance customer loyalty.

Consistent Communication

Consistent communication keeps your brand fresh in customers' minds. It could involve regular newsletters, social media posts, or personalized emails. Remember to balance promotional content with valuable information and resources related to your product or industry. This ensures that your communication adds value and keeps customers engaged.

User-Friendly Website or App

A seamless online experience involves easy navigation, a straightforward checkout process, and responsive customer support. Regularly testing and optimizing your website or app based on user behavior can help improve the user experience and encourage repeat visits.

Flexible Return Policy

A flexible return policy reduces the perceived risk associated with purchasing from your business. It shows customers that you stand behind your products and are willing to make things right if they're unsatisfied. Clear communication of your return policy on your website or at the point of purchase is essential.

Request Feedback

Customer feedback can provide valuable insights for business improvement. It also signals to customers that their opinions are valued and considered. You can collect feedback through customer surveys, feedback forms on your website, or even direct conversations.

How to Identify Your Returning Customers

Identifying returning customers can be achieved through various methods:

Customer Accounts

If your business model allows, having customers create accounts on your website can simplify the process of identifying repeat customers. With an account, you can easily track their purchase history and engagement with your brand.

CRM Systems

A robust Customer Relationship Management (CRM) system can help you identify and analyze your returning customers. CRM software can track interactions with customers across various channels and provide insights into their buying behavior and preferences.

Analytics Tools

Web analytics tools like Google Analytics can provide insights into user behavior on your website, helping you identify returning visitors. By analyzing this data, you can gain a better understanding of how repeat customers interact with your site compared to one-time visitors.

How to Say Thanks to Repeat Customers

Showing appreciation to repeat customers can be done in many meaningful ways:

Personalized Thank You Notes

Personalized thank-you notes show customers that you appreciate their business on an individual level. Including a unique message based on their purchase history or interactions with your brand can make your thank-you note even more meaningful.

Exclusive Deals or Discounts

Offering exclusive deals or discounts to repeat customers can incentivize further purchases. For example, you might offer a discount on their next purchase or a free gift with purchase to thank them for their loyalty.

Reward for Referrals

If a repeat customer refers your business to a friend, rewarding them with a discount or a freebie can show your appreciation and encourage further referrals.

Special Recognition

You might consider featuring repeat customers on your social media platforms or website, perhaps in a 'customer of the month' format. This form of recognition not only makes the customer feel valued but can also encourage other customers to engage more with your business.

VIP Programs

VIP programs offer another way to show appreciation to repeat customers. These programs often offer exclusive benefits, such as early access to new products, free shipping, or premium customer support. This shows repeat customers that their loyalty is valued and incentivizes continued engagement with your brand.


Investing time and resources into repeat customers can be a game-changer for businesses. By understanding their importance, employing effective strategies to secure them, and showing your appreciation, businesses can foster customer loyalty and thrive in the competitive market. Remember, the key is to make customers feel valued, satisfied, and appreciated.

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