Reactivating dormant apparel customers can be a challenge, but brands that successfully win back existing customers reap revenue benefits. Compared to the cost and effort of winning a new customer, it is more effective and efficient to win back an inactive customer. In fact, the probability of selling to an existing customer is 60%-70% while the probability of selling to a new prospect is 5%-20%. In addition, existing customers are 50% more likely to try a new product and spend 31% more compared to new customers.
So when a customer goes dormant or inactive – that is, stops engaging with a brand or merchant – it is well worth the effort to win that customer back instead of replacing that customer with a new one. But how?
To win back inactive customers, brands must first define and segment them. Then, merchants can target those customers with personalised win-back campaigns. The keys to any successful reengagement effort are personalisation and authenticity. Brands need to interpret their customer data accurately so that inactive customers can be placed in the right win-back outreach sequence. In addition, reengagement efforts are prime opportunities to reinforce the authentic brand value proposition that first attracted that customer.
Success in new markets means launching quickly and sustaining revenue growth. Brands that attract new customers while engaging dormant ones, have a clear path to global ecommerce growth and success.
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