There are at least a hundred Shopify stores that are targeting a similar audience as yours. They might even be offering similar products at better deals. Right from social media to email marketing, each of these brands is doing their best to keep online shoppers engaged with their store. In all this noise, how do you expect to have a higher brand recall and eCommerce customer loyalty?
If retargeting advertisements is your answer, that’s not enough anymore.
One in four US internet users block ads. That’s more than 70 million people straight off!
While consumers do engage with ads that promote things relevant to their interests, the recent data breaches have freaked them out too. They are becoming more conscious about what data they’re sharing with brands and how those brands are making use of it. To such an extent that they think twice before even subscribing for newsletters from a brand they have been following for years.
In this article, we’re discussing the importance of customer loyalty and how you can use web push notifications for better brand recall.
Building brand recall and eCommerce customer loyalty – Challenges and need
If you look at eCommerce alone, there are more than a million online stores out there today. No matter how great your products are or what deals you’re offering, It’s tough to stand out.
Needless to say, when acquiring new customers has become so challenging, how do you expect retaining them is going to be easy? How do you expect a shopper to not try out a new brand that is offering an interesting product or a bigger discount?
But here’s a fun fact.
It is actually 7 times easier to drive repeat sales from existing customers than acquire new ones.
First, since they have already purchased from your Shopify store, they know the value you offer. You automatically end up spending fewer resources in trying to convince them.
Second, if they are happy with your products, they are likely to recommend your brand in their circles. Referred customers have a 25% higher lifetime value with a brand, considering their faith in the recommendation made by someone they trust. They also tend to have a 20% higher average order value.
Three, taking into account everything stated above, by increasing your retention rate by 5%, you can increase your profits by 25% to 95%!
Simply put, repeat customers bring more value to your Shopify store. That’s why you need to focus on improving your brand recall and building customer loyalty.
But it’s easier said than done.
Consider all the noise on social media and in your inbox. You tend to miss even updates from your best friend these days. So how do you expect your customers to follow your posts closely?
Or when there are so many brands targeting them with ads, how do you expect them to not get distracted?
Traditional marketing is no longer effective when it comes to re-engaging your customers. There’s a need to give a fresh spin to the way you interact with your customers and that’s web push notifications.
Web push notifications offer a more real-time and instant way of interacting with your customers. Even the top-grossing Shopify stores like Steiner Sports, Proozy, Headphone Zone are making use of this channel. According to Marketing Charts, web push notifications make for an effective strategy to re-engage customers.
Increase Brand Recall and eCommerce Customer Loyalty with Web Push Notifications
Imagine you’re browsing through your Instagram feed. You see a friend’s post promoting a new brand.
You go check the brand out on Instagram and even give their website a visit. Post which you decide to come back to it later to make a purchase. But then you get busy.
A few days after you’re suddenly reminded of the product. You start to wonder where you had seen it and which brand was it from – you definitely hadn’t heard of it before. At this point, if you could remember which friend’s post it was or if the brand itself called out to you, you’d be able to remember everything immediately.
The same holds true for online shoppers acquired through SEM channels.
They see an ad, visit your store, might wishlist or add a few products to cart and leave without making a purchase. Now if you don’t remind them what you were offering, how do you expect them to even recall the name of the Shopify store they visited a few days back. This is considering there are so many other stores that they have visited during the same period.
Now unless you have some superhuman powers, it’s impossible to remember the names of all the online stores you have visited. In fact, there’s a high chance you slightly remember a product detail but don’t know which store it was on!
But what if you visited a store and they sent you a quick message to remind you of what you had checked out a few days back?
That’s where web push notifications come into play. And here’s how you make them work.
Focus on the relevance of the message
The frequency of your notifications does not matter as much as the relevance of your message.
When you notify your users about what they actually might be interested in, instead of boring them with content that’s of no use to them, they are more likely to build a positive image for your brand.
Pretty much similar to that message you receive from the person you met at the airport. If they only mentioned how you had a Cola together, you’re less likely to remember what you spoke about. But if they even partly referenced what you had a discussion around, you’ll recall the conversation a 100%.
A web push notification is relevant when it targets the right audience at the right time and with the right context.
Bring in personalization
Personalization can go a long way in increasing user engagement with push notifications.
Statistics reveal that there is has been a steady increase in personalized and segmented messaging. In fact, 85% of web push notification campaigns being run were personalized in nature to suit the shopper’s interest.
So, whether it is a product launch campaign that you’re running or one to recover abandoned carts, don’t forget to personalize. That’s the only effective way to make your shoppers interact with your messages.
Here’s an example of a web push notification to remind the shopper of the item they left behind in the cart. Adding a picture of the product further boosts the brand recall and brings the shopper back to the store to make the purchase.
But it is not just the message that needs to be personalized. You need to dig deeper to understand who your shopper and where they are from. The timing and the frequency of these messages are as important and need to be personalized as well.
For example, you’re walking by Starbucks and you get notified of an ongoing discount. You’ll immediately step into their closest outlet to avail the offer. They didn’t just increase their footfall with this smart notification, but also created a ‘wow’ moment for you, improving their brand recall.
Here are a few resources we put together to help you personalize your campaigns:
- Finding the optimal frequency of web push notifications
- The ideal length of push notifications (2019)
- 7 tones of voice to craft stellar web push notifications
- 10 creative hacks for your push notifications campaign
Send timely notifications
Let’s make it clear – Timely notifications have nothing to do with the frequency of messages. It simply means that if an offer is running on your products from 22nd March 2019 to 22nd April 2019, the web push notifications campaign should begin at least a week prior to when the discount begins. And it is also important to remind the shoppers of when the discount is ending – no matter how many times you’ve mentioned it before.
The idea here is to reach out to the shopper before they forget what your brand offers.
Making sure the shopper remembers the discount dates don’t just bag you more sales but also builds a positive rapport in the target market. You’ll be known as a brand that wants to ensure value is being delivered at all times.
Another example here is that of a limited edition product. You know you have a limited stock of a product range and a shopper has particularly shown interest in similar products before. Sending them a push notification about them shows how you want them to get to the product first and how you remember their choices.
When you remember their choices, they remember your brand.
We’ll give you another example: Back-in-stock notifications.
If a shopper has particularly shown interest in a specific product multiple times, it is only fair to notify them of when it is restocked. The timeliness of this campaign should be before this product runs out-of-stock and they have to go away disappointed, again.
Product recommendations, look books based on previous purchases and more, web push notification campaigns can be used to re-engage your shoppers immediately. We put together 13 such campaigns that will sure shot increase your sales. Check them all out, here.
Build loyalty with reward programs
Who doesn’t like being rewarded?
Imagine getting a message that you just got 100 in-store cash to avail on your next purchase. You’ll immediately jump on the opportunity to buy that t-shirt you’ve been thinking about all this while.
Shoppers love being rewarded – especially if they have been a regular at your Shopify store. It’s like telling them, “Thank you for shopping with us, here’s a reward. Come back soon!”
You’re basically sealing the deal and building a loyal customer base – shoppers that look forward to getting exclusive coupons from your store.
Segmenting your shoppers based on their last activity on the store, you can web push notifications to run a rewards program. Be it a sneak peek into an upcoming range of products, a special discount or early access to a scheduled sale.
Here’s an example of Suppz using this strategy to improve brand loyalty. Using Smile.io and Judge.me, the store enables their customers to easily drop reviews, tracks them and awards the customers accordingly. These in-store points can then be redeemed by the customers in a future purchase, as shown here:
While they send out an email to ask for reviews, it often tends to get lost in all the messages we receive. And waiting for the customer to come back to the store may not always be the best idea.
Now, what if they used web push notifications to tell us, “Review and earn 100 points on your next purchase!”
The customer would immediately click on the notification, go to their site and drop reviews. A few words and points to redeem, sweeten the deal and make them much more loyal to the brand.
Wrapping it up
To wrap it up, it is safe to say that web push notifications are a great way to re-engage your shoppers, improve your brand recall and increase customer loyalty.
All you need to do is understand your shoppers, their preferences and create a campaign that they are the most likely to engage with.
Looking for a few resources to get started with web push notifications? We got you covered:
- Getting started with web push notifications on Shopify
- How to build a subscriber list for your online store (without asking for emails)
- How to keep your customers from walking away