How to Maximize Ecommerce Retention By Going Big on Added Value
*Editor’s Note: This article is a contribution from Mike Glover, content editor at Veeqo.
Customers don’t stick around without a reason. Yes, things like retargeting ads and email automation are near-essentials for driving up customer lifetime value (CLTV).
But how do you get people hooked on your brand? Coming back time and again, not because of a coupon but because they just genuinely love the experience of shopping with you?
One way is to be intentional and strategic when it comes to added value. Here’s a look at how this works in ecommerce, plus some killer examples of what other brands have done to win big with added value.
What is added value?
Added value is about going beyond expectations—looking at the kind of experience your target customer gets as standard and actively going one, two, or several steps further.
Because it makes you stand out. People start shopping (and return to shop) with you based on the experience they’re receiving, not just price alone.
Zappos is the perfect example. They looked at the standard of customer service within ecommerce and thought, “we can do better… much better.”
Now they have blog posts all over the internet about their extraordinary service and even ran a YouTube campaign telling individual stories:
Maybe Zappos’ $2 billion annual revenue is a way off for you. But you can still ask yourself, “what can my company do to give more with every sale we make?”
Here are a few ideas…
Added value tactic #1: Remove buying friction
Gone are the days when big ecommerce success could come solely from a standalone website combined with a consistent traffic source.
Modern consumers have so many different channels, platforms, and devices on which to conduct their shopping business. Having to click on a variety of links and pages to get back to your old school website is not the most optimal experience.
Instead, developing an omnichannel strategy is a great way to add a ton of value to your brand by keeping buying friction to a minimum.
This is all about:
- Researching your market to find out where they hang out and shop.
- Turning these channels into shoppable touchpoints.
- Integrating it all on the back end so customers get one view of inventory, order history, and your brand as a whole.
Take a look at UK fashion brand Oasis, for example. They tag products that appear on Instagram posts to make this channel directly shoppable:
They also have a dedicated smartphone app with an Insta-style Stories feature to shop their different styles:
But it doesn’t matter which channel you shop on. If you’re logged in, you still get the same saved shopping basket and order history:
The premise at the center of it all is asking the question, “how do I remove as much friction and awkwardness from the buying process as possible?”
Run a D2C fashion brand? Make your Instagram shoppable. Going big on your B2B ecommerce strategy? Have a website portal dedicated to wholesale buyers.
Added value tactic #2: Do more with fulfillment
Another great way of increasing that crucial perceived added value is to go above and beyond with delivery and fulfillment options.
Standard $3.99 for home delivery with free shipping for certain order sizes is pretty old hat nowadays.
People want fulfillment that suits them like a variety of shipping choices, click and collect, locker delivery, etc.
ASOS is a great example of this. They offer shipping at different speeds:
They then utilize the physical network of UPS stores to offer a variety of click and collect, and locker delivery options, too:
Then to take it even further, ASOS offers a Premier Delivery option, tying regular customers into a form of loyalty or fan club for an annual fee covering free delivery and returns:
All this combines to bring so much more to the ASOS value proposition and is one of the key reasons customers come back over and over.
Added value tactic #3: Create a subscription product
Offering a subscription option could be a great way to add serious value to customers.
Of course, success depends on what niche you’re in and the kind of products you sell with anything consumable being an obvious contender for making subscriptions work well.
BarkBox takes advantage of this perfectly.
They sell treats and toys for dogs but recognized two key things:
- People love spending money on treats for their dogs.
- They don’t necessarily want to spend a lot of time browsing for different options every month.
So BarkBox created a monthly subscription box to solve the problem, adding a ton of value above and beyond their competitors:
If your customers want to buy your products regularly, make it easy for them to do it! Create a subscription option and cash in every month.
Intentionally and actively adding more value to your ecommerce brand’s offering can be a game-changer that helps you stand out from the competition.
What’s mentioned in this article are some great options to get you started but there’s almost an unlimited resource of ideas on top of these, too.
- Hyper-personalizing your website.
- Putting genuinely beneficial loyalty programs into place.
- Launching a quality blog.
- Utilizing automation and AI.
- Or even things as simple as hand-written thank you notes.
If you commit to and implement just a few of these things, they can make a real difference to added value and be a big contributor to your growth.
Wondering how you can add more value to your customers’ shopping experience? See how one brand is revolutionizing the buying experience for men’s trousers.Back to Blog Home