Imagine if 50% of your monthly sales came from repeat customers.
How awesome would that be?
You wouldn’t have to worry about finding your next customer to make ends meet. And you’d also have more chances to play with your strategy (because you’re not in survival mode).
It may sound like a dream. But it’s possible! And we’ll show you how from this guide.
We’ll break down how repeat customers support your growth, simple ways to turn new buyers into loyal ones, and how to use feedback and data to improve your customer loyalty process.
Why Repeat Customers Matter
Your repeat customers have the power to increase your profits and attract more new buyers than any customer acquisition strategy.
Let’s talk about that and what makes them different from loyal customers.
How Repeat Customers Boost Your Business
Some recurring customers (the loyal ones) are less sensitive to price changes.
They are willing to stay with your brand because they like the customer experience. Just look at iPhone users. They stick with Apple even though Samsung offers huge discounts.
Another pro is this: Some returning customers make growth easier and more predictable.
One of our clients sells handcrafted perfumes. Every time they released a new collection, their loyal customers were the first to order online. They hadn’t even smelled the perfumes, but they didn’t hesitate to buy.
Word-of-mouth marketing is also a gift that only your existing customers can give. About 88% of customers trust recommendations from friends and family. So, if your repeat customers are saying your name at every table they sit in, you’re already winning!
What Makes a Customer “Repeat” vs. “Loyal”?
All loyal customers are repeat buyers… but not all repeat customers are loyal.
Imagine you had customers named Harper and Barry. James bought your coffee because it’s closer to his office. But when he discovered another brand that offers free delivery, he switched like he was the Flash.
Harper was different. Every Sunday, she drove 20 minutes just to pick up her favorite blend. She also subscribed to your emails (for updates and promos) and told her coworkers to try your seasonal roast.
Here’s a simple table to show you an overview of repeat vs. loyal customers:
| Repeat Customer | Loyal Customer |
| Buys out of convenience | Buys with intention |
| Chooses based on price | Chooses based on trust |
| Might switch brands easily | Sticks with you long-term |
| Passive relationship | Actively engages with your brand |
You can turn your new and repeat customers into loyal ones. And we’ll show you how in the next sections.
Hear What Your Customers Say (Customer Reviews)
Customer feedback allows you to see how your products are doing in the buyer’s P.O.V. It shows you issues you’re not aware of, and helps you solve them to encourage repeat purchases.
I once ordered a cute pajama set online. It arrived, and it was good. The only problem I had was the sizing. I got it at medium, but I felt like a hip-hop dancer because it was too big for me.
I left a review about it, and the store apologized. They even changed their sizing guide after that. Because they fixed the issue, I became a repeat customer.
But as a seller, how could you “listen” to your customers? That’s through customer feedback.
5 Ways to Get Customer Feedback
Some of the best ways to get customer feedback are through quick surveys, online reviews, and social media.
1. Quick Surveys
Create simple surveys (with 3-5 questions only) to ask about customer satisfaction.
One of our clients automated an SMS and email with a short survey link once the package was “delivered.” Through this, they found out that their box usually arrived crumpled. They then changed it to a more sturdy one.
2. Online Review
Send a link where your customers can leave their honest feedback on their initial purchase. It can be to your Shopify store or your website.
You could also add a guide question to get the answers you’re really looking for. Let’s say you sell LEGO-like building kits. A good guide question would be, “Was it easy for your child to follow the instructions?”
3. Social Media Chatter
Social media can show your real customer behavior toward your product. You can use it to reply to customer feedback and engage with your existing customers.
Just like what Stanley did in this viral video (with almost 100M views now) that showed their cup surviving a car fire.
4. Talking Directly to Customers
Asking for customer feedback directly works best for in-store businesses. If you owned a boutique and noticed a repeat customer (let’s call her Ava) buying clothes for the nth time, you could say, “Hey Ava, how did that last top fit? Did you like it?”
5. Post-Purchase Emails
What we love about post-purchase emails is how flexible and open-ended they are. Your customers can talk about what they like about your product, what’s good (or bad) about it, or if they have any suggestions.
If you reply properly to their message, you could build a better connection and encourage repeat business.
What to Do with Customer Feedback
Okay. We’re done with the ways. Now, it’s time for some action. You can use your collected customer data to build brand loyalty, retain customers, and improve your products for potential customers.
Here’s how you can do that: Group the feedback into categories (i.e., issues like sizing, delivery, quality, etc.) After that, choose one to focus on. Think of a solution and apply it.
PRO-TIP: Try as hard as you can to solve it first before you move to any other category. So you could close that chapter and start fresh.
Using Feedback to Improve the Customer Experience
You can apply the feedback and test a few small changes to see what actually works. A/B testing helps with that.
One of our clients selling shoes tried two versions of their product page. One has a sizing chart above the fold (A), and the other is in the FAQ section (B).
Could you guess which worked for them?
Version A lowered their customer inquiries and also kept their customers on the page longer. Version B made their page look more organized, but didn’t do much for their customers.
Simple Ways to Get Repeat Customers
Some of the best ways to increase your repeat customer rate include working on your customer retention, running a loyalty program, and improving customer experience.
Making New Customers Loyal
Imagine getting a greeting card without your name. How would you feel with that? Upset, right?
Your new customers will feel the same if you don’t take time to connect. Start by welcoming them properly. Call them by name, send a helpful follow-up, and keep things personal.
You can build a recurring customer base just by making people feel special.
Setting Up Loyalty Programs
A loyalty program is the best move if you want more repeat customers. One study found that 63% of shoppers decide what to buy based on the loyalty programs they’re part of. So, you need to create a program that will be enticing for your buyers (to convince them to participate).
If you need help with the tools, here are some great options to try:
- Channelwill Loloyal: An app that lets you reward customers with points, VIP tiers, referrals, and more.
- Smile.io: A beginner-friendly tool that focuses on points and referrals.
- Growave: It combines loyalty rewards with wishlist and review tools.
Easy to customize your brand loyalty program
Giving a Great Customer Experience
Did you know that two-thirds of online shoppers say the best thing a brand can do is respect their time? You have to pay attention to each customer touchpoint and make sure everything works as smoothly as butter.
PRO-TIP: Make your emails easy to read, your return policy clear, and your customer support quick (and accessible). When it feels easy to shop, the repeat customer spend often follows.
How to Track and Improve Customer Loyalty
Knowing how to keep your best customers starts with two things: watching the right numbers and using tools (and strategies) that help you respond and adapt.
Here’s how those work:
Key Numbers to Watch for Repeat Customers
You don’t need to track everything. These numbers can already tell you how loyal your buyers are and where your repeat sales come from:
- Average purchase value (APV): This shows how much your customers spend per order. A higher APV usually means they trust your brand and are open to buying more per visit.
- Purchase frequency rate: This tells you how often people come back to buy again. The more often they shop, the stronger your customer relationships are.
- Customer retention rate: This tracks how many customers you’ve kept over time. If your retention rate is healthy, your customer lifetime value will grow naturally.
Are you already tracking these? (If not, this is your sign to start.)
Tools and Technologies for Customer Retention Management
Tools that track repeat purchase rate and let you follow up automatically are a solid place to start.
CRMs are helpful for keeping everything in one spot, such as orders, past messages, and support requests. Your customers only have to give their name or order number, and you can see their history or issue right away. You know… so they won’t need to repeat their story thrice (and to different people).
Then you’ve got marketing tools that send messages based on real behavior. Like a little “We miss you” note, or a quick reminder when someone leaves something in their cart.
And if you’ve got an analytics dashboard? Even better. You can see who’s dropping off, which products bring people back, and how your loyalty program is doing in one organized place.
How to Get Better at Keeping Customers
We don’t want to sound cheesy here. But the truth is, the way to encourage repeat customers (and have a steady revenue stream) is by showering a little extra love regularly.
That means checking in on your loyalty program, seeing how helpful your support really is, and adjusting your emails based on how your customers shop.
We believe that small improvement goes a long way, and you don’t need to shake up your whole process to see better results.
One brand we worked with saw better repeat purchases just by changing the subject line of their follow-up emails. Pretty simple, right?
Next Step: Turn Repeat Buyers into Lifelong Customers
If there’s one thing we hope you take from this article, it’s this: your repeat customers are the heart of your customer base. They come back, spend more, and bring in other new buyers. And on top of that? They cost less to keep than constantly chasing new ones (which is exhausting, we know).
Looking for a better way to encourage customers to come back again and again? Loloyal helps boost repeat purchases and customer lifetime value without adding more work to your plate.
FAQs about Repeat Customers
1. What is the difference between a returning customer and a repeat customer?
The difference between a returning and repeat customer is frequency. Returning customers buy again once or twice, while repeat customers purchase regularly over time.
2. How do you say thank you to a repeat customer?
You can thank a repeat customer with a handwritten note, surprise discount, or loyalty perk that makes them feel valued and encourages future purchases.
