CRM and repeat sales in OzSauda.kz: how to return customers

Why the job doesn't end with the first purchase

The first order often requires significant effort: introducing a person to the store, explaining the range, answering questions and completing delivery. If the relationship breaks down after a purchase, the business must again look for a new audience to maintain sales.

A repeat order provides an opportunity to leverage the trust that has already been formed. But it appears due to the quality of service and a suitable offer, and not just the presence of a contact in the database. A convenient history of interactions helps the team remember important details and avoid asking the buyer the same questions.

Customer card in OzSauda.kz

onstore provides a customer card with purchase history, general work with orders and communications. The operator sees the context of the request: what the person ordered before and what questions arose. This is useful when selecting a similar product, clarifying the configuration and servicing after purchase.

Linked data makes it easier for employees to collaborate. If the request is accepted by another operator, it is easier for him to understand the situation without a long retelling. Before launching, it’s worth determining what information the team really needs for day-to-day service.

Segments instead of the same promotion for everyone

Marketing opportunities onstore include segments on history and behavior, promotional codes, bonuses and special offers. The store can divide the audience according to real shopping tasks and prepare more relevant communications.

For example, buyers of consumable goods can be offered a convenient repeat order, and those who choose gifts can be offered a new thematic selection. These are examples of business scenarios: the required mechanics, communication channel and module composition should be tested in a demonstration. Not every request requires a discount.

How your own base helps the sales economy

In a general marketplace catalog, a buyer's repeated need may again lead him to compare multiple sellers. Your own website allows you to give a person a clear point of return to your store and support the service under your brand.

However, you cannot promise in advance that repeat orders will be cheaper. Consider communication, proposal and service costs. Compare the results by customer groups: frequency of orders, income after completing a purchase, and number of support calls.

Where to start with retention

Choose one reason to return that is useful to the buyer and test it with a small audience. Make the conditions clear and the path to placing an order short. After that, evaluate the actual result of the campaign.

• Check the quality and relevance of client information.
• Identify several segments with different needs.
• Prepare a proposal with clear value.
• Match repeat orders to campaign costs.