In 2016, Crystal Landsem joined Lulus, a 10-figure trend model, and greater than doubled the corporate’s progress potential. This was due to the workforce’s deep connection to its core prospects and Crystal’s dedication to giving them precisely what they needed—together with a model new retail retailer. 

Prioritizing the buyer expertise has at all times been entrance of thoughts for Lulus. This outlook has been part of the model’s total mission since inception, and one of many causes it’s been in enterprise for greater than 25 years. 

Forward, Crystal breaks down the 4 primary buyer retention methods which have saved Lulus thriving.

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4 skilled buyer retention ideas

When rising a enterprise, buying new prospects is a crucial a part of your advertising technique. However it’s cheaper to retain prospects than purchase new ones. And dependable prospects change into ambassadors to your model as you develop. Listed below are Crystal’s ideas for investing in buyer retention. 

1. Be as constant as doable 

The primary option to hold prospects coming again for extra is to ship in your guarantees constantly—even when which means going above and past. Crystal and the workforce have gone so far as making final minute journeys to the publish workplace to hurry a bride’s cargo earlier than her huge day. 

The belief you construct along with your buyer if you ship constant outcomes will solely enhance their lifetime worth, and produce in additional income over time. “In the event you get anyone their product on time, and in a great high quality situation each time, that’s what’s going to gasoline your progress,” Crystal says. 

2. Put money into your buyer

You’ll want to prioritize the place you’re spending your cash, particularly early on. Crystal suggests serious about it this fashion: If it doesn’t drive worth to your buyer, you don’t want it. 

After receiving repeated suggestions from passionate prospects for an in-person buying expertise, Crystal and her workforce launched a bridal boutique on Melrose, a well-liked buying vacation spot in Los Angeles.

This funding won’t make sense to an outsider, however it’s what the loyal followers needed and was subsequently a strong determination for the model. 

Regardless of rising the corporate to triple digits, Crystal nonetheless takes the same outlook on any new choices she makes for Lulus. “We have been very scrappy early on, and we nonetheless are to this present day,” Crystal says. 

3. Ignore temptations

Begin utilizing your free time extra effectively so you’ll be able to grasp inexpensive software program earlier than investing in pricey expertise. This provides you with extra money to spend money on options that drive direct worth again to your buyer, like a retail retailer. “There are quite a lot of actually horny software program instruments on the market; issues that declare to automate and make your life simpler, however don’t be drawn into all of the attract of those set-it-and-forget-it automation instruments,” Crystal says. 

See the place yow will discover cheaper alternate options that can assist you to hold working prices low, so you’ll be able to spend further income creating the next high quality buying expertise. By ignoring temping expertise early on, you’ll have extra cash to spend money on the shopper. 

4. Add private touches 

Shopper developments frequently level to the significance of authenticity—individuals prefer to really feel that they’re shopping for from actual people, not only a touchdown web page. Crystal’s workforce nonetheless writes handwritten notes for orders, so prospects can really feel a connection to Lulus’ staff. 

Lulus additionally critiques each single buyer exit survey that comes via the system. These surveys are reviewed by the management workforce, letting them make fast pivots if wanted. “It’s not aggregated, it’s not streamlined. It’s only a uncooked buyer suggestions knowledge dump that comes into our e mail each morning,” Crystal says. 

As Lulus demonstrates, placing your prospects’ wants first and specializing in driving actual worth, your online business will at all times have a sturdy neighborhood of shoppers who help your online business. 

To find out about Crystal’s retail pop-up guidelines and uncover extra of her buyer retention methods, tune in to the total Shopify Masters episode.