Who doesn’t remember the first purchase made from your ecommerce business? It was likely a high point, and not to be forgotten. No matter how many subsequent transactions you’ve processed, you’re always hoping for a way to hook in a stream of consistent repeaters. Right?
So here’s a way: set up a subscription service.
Increasingly, larger e-tailers have gone to a model that arranges automatic shipments of products commonly replenish, such as shampoo, vitamins, and food. The ability to build this into an ordering system is extraordinary; it mirrors the way non-profits solicit a reliable stream of donations by the month or quarter. Dropping the price at a level you choose offers incentive for dedicated shoppers, and may be a great offset to the fairly good potential of repeat business.
The big players in subscription services tend to be niche products. Home delivery entities such as Blue Apron, Dollar Shave Club, and Itsy are singularly focused on a single product line. But there is no reason it can’t apply to particular products in a larger inventory.
Aside from replenishment, the curation model is another way to land future business. Delivering a curated collection of items, usually within a specific product category, forms a perma-relationship by offering discounts on collection items that endure and increase as the customer stays on board.