It’s great to get new customers and introduce your brand to new people, but one of the best ways to succeed is to create those returning customers. You can cultivate the relationship from the first time they purchase and continue it through social media and other channels.
One of the ways you can do this is by GLUE marketing, a strategy we’ll dive into in this article, where you ‘Give Little Unexpected Extras’ to customers during their experience with you and help them feel a sense of gratitude. By going just a bit above your competitors with this tactic, you can build closer relationships with each sale. GLUE doesn’t have to break the bank but can be a small thank you note, freebie minis of your product, or fun advertising products like stickers.
GLUE doesn’t need to be used all the time, but it can be used as an assistant. So if you’re going to be doing a sales promotion, for example, you can go ahead and throw in those GLUE tricks you’ve been saving on surprising customers and building that bond.
Follow along as we go over other GLUE tactics on your marketing plans to encourage those repeat customers and bring in new ones.
Build a connection
With marketing, you can also advertise your business and brand, so take the time to introduce yourself and the company’s story to build that bridge of connection with your customer base.
You can focus on your company’s guidelines, bring attention to how you create or source your products and materials, or share what you use for sustainable practices in your company. All these little things will open a door between the inside of your business and customers, creating a more personal feel to your work.
Honesty in marketing is one of the best ways to get your name out there. By sharing the behind-the-scenes, and showcasing how to use a product or how it’s made, you can bring in new customers, and they’ll feel closer to your brand.
Content in your packaging
Receiving a package in the mail is one of our generation’s favorite feelings, which is why as an e-commerce shop owner, you’ll want to create a package that will engage the customer long after it’s been opened. Opening that package and seeing your product for the first time is what all your work has gone into, and you want to make sure your work was worth it.
Minor aspects like prints, including business cards or flyers, can bring those customers back to your business through blogs, social media, and your website.
While the GLUE tactic can take planning and work from you or your team, it can create a strong bond between customers and your brand and keep them interested in re-purchasing. That personal touch drives people to specific shops, so taking the time to add this to your marketing plan can be a successful tactic.
You’ve probably shopped before and experienced this, like receiving a sticker with the brand name, for example. You have two options to consider when you decide to place branded gifts on your packages, ‘Value Add’s’ or an ‘Identity-based’ gift.
– Value Add: this is a small and economical gift that can help the customer get more experience with your products. Think of this as an opportunity for immediate use and a sample of a different product they can come back to purchase (creating that returning customer you want).
– Identity-based: this can be considered a form of free advertising while still a valuable gift for the customers. Think of identity-based gifts like branded stickers or pins that can be placed on apparel, cars, or more that will showcase your brand while showing off their interest. For example, every purchase with Vans shoes comes with a sticker of the vans logo, which a skater can add to their board. This is free advertising for Vans and is now a fun accessory for the customer.
During the onset of COVID-19, we saw an increase in brands using videos to get personal with their customers. With the removal of face-to-face shopping for some time, and many have switched over to preferring to shop online, creating that personal touch between the consumer and seller is essential.
Videos can bring that personal touch many have been feeling has gone missing. Follow along for a few ways you can take this and use it in your marketing plans.
- Try creating thank you videos during the holiday season! By posting a video thanking your buyers during the holidays and wishing them well on your social platforms, you can bring in that special touch. Create these in comfortable places like your kitchen or living room to take away the business side and showcase something homier.
- Use videos in your newsletters or other email campaigns! By including videos that showcase your products, how-to’s, project ideas, and more, you can share the uses of your product while bringing a face to your work. Many shoppers miss that face-to-face feeling when shopping, so creating a video can be the touch they need to purchase from you.
- Use video conferencing in your customer support cases! When it comes to online customer support, you want to create an experience that makes the customer happy. Use video conferencing for support calls to assist with questions, concerns, and more. You can even use screen share to help thoroughly when needed.
- Create videos for your products if they require assembly or directions to use. Walk the customer through and showcase tips you might have recommended if you had sold the product in person. Add the link on a business card or flyer in the packaging for easy access for the customer.
Customer support is one of the biggest deal-breakers when returning to a shop. No one wants to deal with poor customer support during their shopping, so look into ways to build a successful support plan or upgrade your current one.
Focus on shipping and handling policies, and establish how and where customers can reach you. By having a dedicated contact they can reach out to, customers will feel more comfortable when shopping with you if they have questions or need to handle a return/exchange.
This is still a GLUE version, even if it’s not a gift. Offering proper support and contact information can be the difference between you and another online retailer that doesn’t offer these options. Remember that this doesn’t mean you need to be available 24/7. Good support is setting and meeting reasonable expectations for you and the customer. This falls on you to respond promptly, assist where you can, offer support where you can’t, and be accountable for shop/item issues.
When handling customer support, some tips to keep in mind are setting up follow-up dates for issues and concerns or creating an FAQ for your shop that customers can easily access.
GLUE and You
In the end, using GLUE in your business is a tactic that can lead to success and assist you in creating a loyal customer base. For GLUE to work correctly, you need to ensure your product and customer service are up to level. Think about how you can make the customer’s experience special, and plan your customer approach from there. Remember, your product and service are the main focus, but the little extras sure help!