{
    "id": 16483,
    "date": "2025-05-09T13:57:36",
    "date_gmt": "2025-05-09T13:57:36",
    "guid": {
        "rendered": "https:\/\/www.oppizi.com\/fr\/en\/blog\/lifecycle-marketing\/customer-retention-in-ecommerce\/"
    },
    "modified": "2025-11-03T20:03:53",
    "modified_gmt": "2025-11-03T20:03:53",
    "slug": "customer-retention-in-ecommerce",
    "status": "publish",
    "type": "post",
    "link": "https:\/\/oppizi.com\/fr\/en\/blog\/lifecycle-marketing\/customer-retention-in-ecommerce\/",
    "title": {
        "rendered": "Customer retention for online stores: 13 tips that actually work"
    },
    "content": {
        "rendered": "<p class=\"wp-block-paragraph\">Want your customers to come back after their first order? You\u2019re not alone. Many online stores spend lots of time and money finding new buyers. But here\u2019s the truth\u2014keeping the ones you already have is easier, cheaper, and more profitable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This guide explains what customer retention means, why it matters, and simple ways to improve it, even if you\u2019re just starting out.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-customer-retention-in-e-commerce\">What is customer retention in e-commerce?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customer retention means getting people to shop with you again. Instead of chasing new buyers all the time, you focus on building trust with the ones you already have.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s much easier to <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/sales\/30-tips-to-sell-your-products-faster\/\">sell to a current customer<\/a>. In doing so, <a href=\"https:\/\/www.forbes.com\/sites\/patrickhull\/2013\/12\/06\/tools-for-entrepreneurs-to-retain-clients\/\">businesses have a 60-70% chance of making a sale<\/a>, while selling to a new customer is only 5-20% likely. And loyal customers? They usually spend more, buy more often, and even tell their friends about your brand.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2025\/05\/ecommerce1-1024x784.webp\" alt=\"\" class=\"wp-image-14961 lazyload\"\/><noscript><img decoding=\"async\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2025\/05\/ecommerce1-1024x784.webp\" alt=\"\" class=\"wp-image-14961 lazyload\"\/><\/noscript><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-does-customer-retention-matter\">Why does customer retention matter?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Still not sure if it\u2019s worth the effort? Let\u2019s break it down:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>More profit<\/strong>: Repeat customers buy more and come back often.<\/li>\n\n\n\n<li><strong>Lower marketing costs<\/strong>: You don\u2019t have to convince them every time.<\/li>\n\n\n\n<li><strong>Stronger loyalty<\/strong>: Happy customers leave reviews and spread the word.<\/li>\n\n\n\n<li><strong>Easier planning<\/strong>: Regular buyers make your income more steady.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Retention helps your <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/growing-your-business\/the-ultimate-guide-for-business-expansion\/\">business grow<\/a> in a healthy way.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-measure-customer-retention\">How to measure customer retention<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before you improve retention, you need to track it. These are the main numbers to watch:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2025\/05\/ecommerce2-1024x784.webp\" alt=\"\" class=\"wp-image-14962 lazyload\"\/><noscript><img decoding=\"async\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2025\/05\/ecommerce2-1024x784.webp\" alt=\"\" class=\"wp-image-14962 lazyload\"\/><\/noscript><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Repeat purchase rate (RPR)<\/strong>: How many customers buy again.<br><em>Formula: returning customers \u00f7 total customers \u00d7 100<\/em><\/li>\n\n\n\n<li><strong>Customer lifetime value (CLV)<\/strong>: How much money one customer brings over time.<br><em>Formula: average order value \u00d7 how often they buy \u00d7 how long they stick around<\/em><\/li>\n\n\n\n<li><strong>Churn rate<\/strong>: How many customers stop buying.<br><em>Formula: (customers at start \u2013 customers at end) \u00f7 customers at start \u00d7 100<\/em><\/li>\n\n\n\n<li><strong>Purchase frequency<\/strong>: How often people buy within a set time. This shows how active they are.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These numbers show what\u2019s working and what\u2019s not. You can also compare them to industry averages to see how you stack up.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-best-e-commerce-customer-retention-strategies\">Best e-commerce customer retention strategies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some of the most effective ways to keep your customers coming back:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-make-it-personal\">1. Make it personal<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">People like to feel seen. Use things like their name, location, or shopping history to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Recommend products they might like<\/li>\n\n\n\n<li><a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/online-marketing\/email-marketing-guide\/\">Send emails<\/a> that speak to them<\/li>\n\n\n\n<li>Offer discounts that match their interests<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Even small touches make a difference. Tools like email platforms and <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/direct-mail\/direct-mail-crm\/\">CRMs<\/a> can help you do this automatically.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-create-a-great-unboxing-moment\">2. Create a great unboxing moment<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Packaging matters. When your product arrives, it\u2019s your chance to leave a good impression. Try adding:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A thank-you note<\/li>\n\n\n\n<li>A small freebie<\/li>\n\n\n\n<li>A discount for their next order<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It doesn\u2019t need to cost much. Even simple wrapping or a handwritten note can make someone feel special, and maybe even post about it online.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-start-a-loyalty-program\">3. Start a loyalty program<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Give your customers a reason to come back. Points, perks, and rewards go a long way. Make it easy to understand. Let people earn points for buying, sharing, or <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/lifecycle-marketing\/referral-marketing\/\">referring others<\/a>. Then let them trade those points for discounts or free items.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clear rewards and simple steps work best. Tools like Smile.io or LoyaltyLion can help you set it up fast.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-give-great-customer-support\">4. Give great customer support<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Fast, helpful support builds trust. Make it easy for people to reach you\u2014on chat, email, or <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/online-marketing\/guide-to-social-media-marketing\/\">social media<\/a>. Train your team to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Answer quickly<\/li>\n\n\n\n<li>Be kind and helpful<\/li>\n\n\n\n<li>Check in after solving a problem<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Use chatbots for simple stuff, but make sure a real person is always within reach. Good support can be the reason someone sticks with your brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-stay-in-touch-with-email\">5. Stay in touch with email<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Email is one of the best ways to keep customers engaged. Send things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A thank-you after they buy<\/li>\n\n\n\n<li>A reminder when it\u2019s time to reorder<\/li>\n\n\n\n<li>A birthday discount<\/li>\n\n\n\n<li>Suggestions for new products<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Set up automated emails so you\u2019re always top-of-mind, without overdoing it. Tools like Klaviyo or Mailchimp make this simple. In the U.S., <a href=\"https:\/\/www.statista.com\/statistics\/316104\/effective-digital-marketing-channels-customer-retention-usa\/\">89% of marketers turn to email for customer retention<\/a>, 63% engage through social media, and 55% use <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/direct-mail\/\">direct mail<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2025\/05\/ecommerce3-1024x784.webp\" alt=\"\" class=\"wp-image-14963 lazyload\"\/><noscript><img decoding=\"async\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2025\/05\/ecommerce3-1024x784.webp\" alt=\"\" class=\"wp-image-14963 lazyload\"\/><\/noscript><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-ask-for-feedback-and-use-it\">6. Ask for feedback\u2014and use it<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">People like to know their opinion matters. After they buy, send a short survey or ask how things went. Then, take action. Use what you learn to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improve your products<\/li>\n\n\n\n<li>Make your service better<\/li>\n\n\n\n<li>Show them you\u2019re listening<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">And if you make a change, tell them. For example: \u201cYou asked, we listened, now we offer more sizes.\u201d That kind of honesty builds trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-build-a-sense-of-community\">7. Build a sense of community<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your brand isn\u2019t just about products. It\u2019s about people. You can build a stronger connection through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Chatting with customers on social media<\/li>\n\n\n\n<li>Sharing photos and stories from real users<\/li>\n\n\n\n<li><a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/marketing-fundamentals\/guide-to-event-marketing\/\">Hosting small events<\/a>, online or in person<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Offline ideas work here too. <a href=\"\/fr\/en\/flyering-france\/\">Flyers<\/a> are a great way to reach local customers or tell your regulars about a new product. Oppizi can help with that\u2014from printing to delivery, they make it easy. When people feel part of something, they\u2019re more likely to stick around.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-8-keep-offering-value\">8. Keep offering value<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">People don\u2019t just want rewards. They want helpful ideas after they buy. Share things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How-to guides<\/li>\n\n\n\n<li>Styling or usage tips<\/li>\n\n\n\n<li>Care instructions<\/li>\n\n\n\n<li>Seasonal suggestions (gift ideas, recipes, etc.)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you sell eco-friendly cleaners, send tips on green living. If you sell pet gear, share grooming advice. When you become a helpful resource, people trust you, and they come back.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-9-bring-back-inactive-customers\">9. Bring back inactive customers<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Some customers stop buying. Don\u2019t give up on them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Try sending:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A friendly message<\/li>\n\n\n\n<li>A special offer<\/li>\n\n\n\n<li>A reminder of what they liked about your brand<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can mix online and offline too. A <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/direct-mail\/direct-mail-postcards\/\">printed postcard<\/a> or flyer feels more personal and harder to ignore. Direct mail is a great way to reconnect.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-10-group-your-customers\">10. Group your customers<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not everyone shops the same way. That\u2019s a good thing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Break your customer list into groups, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Frequent buyers vs. one-time shoppers<\/li>\n\n\n\n<li>Local vs. national customers<\/li>\n\n\n\n<li>Big spenders vs. budget shoppers<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Then speak to each group in a way that fits. For example, send flyers to local shoppers about an in-store event. Oppizi can help get them into the right hands. Tailored messages feel more personal and get better results.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-11-follow-up-after-the-sale\">11. Follow up after the sale<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">After someone buys is the perfect time to keep the conversation going.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Suggest other products they might like<\/li>\n\n\n\n<li>Share tips for using what they bought<\/li>\n\n\n\n<li>Ask for a review<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It shows you care about more than just the sale. And if they have a great experience after buying, they\u2019re more likely to come back.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-12-make-shipping-fast-and-smooth\">12. Make shipping fast and smooth<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Shipping really matters. If a package is late or damaged, that\u2019s a bad memory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep it simple:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Send clear tracking info<\/li>\n\n\n\n<li>Pack everything safely<\/li>\n\n\n\n<li>Check in after delivery<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When the order shows up on time and in good shape, people feel good about buying from you again.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-13-use-urgency-the-right-way\">13. Use urgency the right way<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Limited-time deals can help bring people back, but only if they feel real.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You could try:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A \u201cback in stock\u201d alert for popular items<\/li>\n\n\n\n<li>A flash sale for loyal customers<\/li>\n\n\n\n<li>A seasonal flyer with a time-sensitive offer<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Printed offers stand out in a world full of email. <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/direct-mail\/why-use-direct-mail-marketing-in-overall-marketing-strategy\/\">Direct mail feels special<\/a>, and it\u2019s easy to manage with Oppizi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-when-offline-marketing-makes-sense-in-e-commerce\">When offline marketing makes sense in e-commerce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most e-commerce retention happens online. But offline marketing still has its place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s when it can help:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Local launches:<\/strong> Promoting something in a specific area? Send flyers to customers nearby.<\/li>\n\n\n\n<li><strong>Winning back old customers:<\/strong> A printed postcard can get their attention better than another email.<\/li>\n\n\n\n<li><strong>Holiday campaigns:<\/strong> Physical mail can feel more personal, and more fun, during busy seasons.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Oppizi makes this easy. You write the message. We handle the printing, delivery, and <a href=\"https:\/\/oppizi.com\/fr\/en\/us\/en\/blog\/offline-marketing\/how-to-measure-offline-marketing-campaign-success\/\">tracking<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mistakes-to-watch-for\">Mistakes to watch for<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Even with the best plans, things can go wrong. Try to avoid these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Too many messages:<\/strong> Don\u2019t overwhelm people. Focus on what matters.<\/li>\n\n\n\n<li><strong>Ignoring feedback:<\/strong> If customers speak up, take it seriously.<\/li>\n\n\n\n<li><strong>Only talking about price:<\/strong> Discounts help, but real value keeps people coming back.<\/li>\n\n\n\n<li><strong>Forgetting to follow up:<\/strong> A sale isn\u2019t the end. It\u2019s your chance to build a lasting connection.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-frequently-asked-questions\">Frequently asked questions<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-does-an-80-retention-rate-mean\">What does an 80% retention rate mean?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It means 80 out of 100 customers come back and buy again during a certain time, like a month, quarter, or year. It shows people like your brand and find value in it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-s-a-good-customer-retention-rate-for-e-commerce\">What\u2019s a good customer retention rate for e-commerce?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Most online stores aim for 25% to 40%. That\u2019s solid. Over 40% is great. Some businesses, like subscriptions or higher-priced products, tend to keep more customers naturally.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-the-3-r-s-of-customer-retention\">What are the 3 R\u2019s of customer retention?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Retention:<\/strong> Keep current customers happy.<\/li>\n\n\n\n<li><strong>Related sales:<\/strong> Get them to buy again with upsells or add-ons.<\/li>\n\n\n\n<li><strong>Referrals:<\/strong> Turn happy customers into people who recommend you to others.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These three work together to grow your business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-is-customer-retention-in-e-commerce-0\">What is customer retention in e-commerce?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s how well you keep customers coming back after their first purchase. That includes things like loyalty programs, good service, helpful emails, and even offline methods like flyers or postcards.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-does-e-commerce-help-with-retention-and-loyalty\">How does e-commerce help with retention and loyalty?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Online tools make it easy to stay in touch. You can send automated emails, suggest products, offer fast reordering, and collect reviews. Add offline touches like nice packaging or local flyers, and the whole experience feels more personal.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-retention-is-your-secret-weapon\">Retention is your secret weapon<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Keeping customers is often better than chasing new ones. When you focus on great service, real value, and simple follow-ups, people come back, and they tell their friends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to try offline retention? Oppizi can help. We make it easy to send flyers or direct mail that actually gets noticed. Give it a try and see how offline marketing fits into your online world. <a href=\"https:\/\/oppizi.com\/fr\/en\/get-started\/\">Get started here<\/a>!<\/p>",
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        "rendered": "<p>Want your customers to come back after their first order? You\u2019re not alone. Many online stores spend lots of time and money finding new buyers. But here\u2019s the truth\u2014keeping the ones you already have is easier, cheaper, and more profitable. This guide explains what customer retention means, why it matters, and simple ways to improve&#8230;<\/p>",
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