Working with your existing customer base and encouraging repeat purchases can help increase profits, reduce advertising costs, and save employee time. Since these customers are already familiar with your product, they are more likely to make another purchase.
To work effectively with your customer base:
- Identify relevant customer segments.
- Plan targeted actions to encourage repeat purchases.
- Analyze the results.
Kladana provides a set of tools to help you build efficient workflows for customer retention and achieve long-term results. The following examples demonstrate how these tools can be applied in practice.
Repeat Sales
You can increase purchase frequency and improve customer retention by sending timely reminders about regular purchases. For example, if a regular customer buys dog food every two months, you can send a reminder 45 days after their last purchase to prompt a repeat order.
To set up repeat sales:
- Select a segment. In the list of counterparties (Counterparties → Customers & Suppliers), use filters to find active customers. Set filter parameters such as previous purchase period, previously purchased products, and customer status.
- Plan the action. Select the counterparties in the filtered list and assign bulk tasks to team members to follow up with customers and create new orders.
- Review the results. In the Customers & Suppliers section, apply filters by product or product group and by the new sales period to analyze the outcome of your activities. You can also track repeat sales in the Profit report.
Customer Reactivation
Customers who have stopped placing orders can be reactivated. For example, customers of an online clothing store who haven’t made a purchase in over six months can be offered a personalized 20% discount.
To reactivate your customer base:
- Select a segment. In the list of counterparties (Counterparties → Customers & Suppliers), use filters to find active customers who haven’t made a purchase within a specific period. Set the filter to include the previous sales period and any additional criteria as needed — for example, total past sales, number of Sales Returns, or customer status.
- Plan the action. Select counterparties in the list using checkboxes and assign them to a new or existing group using bulk editing. Set a customer-specific discount for this group and send a message. You can contact customers via email or notifications through other available channels.
- Review the results. In the Customers & Suppliers section, apply filters by the group you previously assigned. You can also use the Profit report — if customers return, their last sale dates will be updated.
Working with Customer Segments
You can increase purchase frequency and overall profit by offering personalized deals targeted at different customer segments.
For example, in a consumer electronics store, customers can be segmented by purchase frequency and total spending. Regular high-spending customers can receive exclusive offers and loyalty programs, while new customers can be offered a discount on their first order.
To set up customer segment workflows:
- Select a segment. Divide your customer base using RFM or ABC analysis.
- Plan the action. Assign bulk tasks to team members, set up cumulative discounts and special sale prices. Establish ongoing communication with customers via all available channels. Some actions can be automated using Workflows.
- Review the results. After some time, perform another RFM or ABC analysis to evaluate changes within each segment.
Upselling Opportunities
You can increase average order value by offering additional products or services. For example, if a customer buys a camera, you can offer a compatible lens or a protective case at a discount.
To set up upselling:
- Select a segment. In the list of counterparties (Counterparties → Customers & Suppliers), use filters to find active customers. Set the filter to include specific products or product groups.
- Plan the action. Select counterparties in the list using checkboxes and assign them to a new or existing group. Set a reduced price for the list of additional products for this group and send them an offer via email or other available communication channels. You can also assign bulk tasks to team members to follow up with customers and create new orders.
- Review the results. In the Counterparties section, apply filters by the assigned group, the product or product group offered, and the new sales period you want to analyze.