The Retention Marketing Manual for eCommerce Brands
All your questions about customer retention marketing, answered.
Chapter 1
The Customer Retention Basics
The eCommerce playbook has been flipped on its head. Once defined almost wholly by new customers, D2C brands are well-versed in acquisition but are also looking beyond the first-time sale to succeed. Businesses of the next decade are instead measuring their success by customer loyalty: Will shoppers be with your brand in a month? Two months? Next year?
4 Lessons
Lesson 1
The Customer Retention Era is Here
Brands are beginning to place as much emphasis on retention as acquistion.
Lesson 2
eCommerce Retention Glossary
Let's get down to the basics.
Lesson 3
The Challenges Brands Face When Tackling Retention
In today's highly competitive market, it's crucial for brands adopt a retention-first mindset, which means prioritizing customer retention, investing in internal and external resources, and developing strategies to keep customers coming back.
Lesson 4
Tip & Tricks for Creating a Retention-First Mindset
Actionable insights to start turning the retention needle for your brand.
Chapter 2
Defining the Customer Journey With Retention
In this chapter, we walk through the five stages of the customer journey and how to infuse a retention-first mindset into each step.
6 Lessons
Lesson 1
Stage One: Awareness
During the Awareness stage, potential customers are becoming aware of the brand and its offerings.
Lesson 2
Stage Two: Consideration
From Awareness to Consideration stages: getting the leg up on your competition.
Lesson 3
Stage Three: Immediate Post-Purchase Engagement
The Immediate Post-Purchase Engagement stage is crucial in the customer retention journey, as it sets the tone for the customer's ongoing relationship with your brand.
Lesson 4
Stage Four: Sustained Engagement
The Sustained Engagement stage continues to build long-term loyalty and encourages customers to come back.
Lesson 5
Stage Five: Customer Commitment
Customer Commitment is the final stage in the customer retention journey, and it occurs when a customer has become loyal and repeatedly makes purchases from a brand.
Lesson 6
Mapping Out the Customer Retention Journey [Calculator]
From Awareness to Customer Commitment, here's how to craft a retention-driven customer journey for your brand. And, use our retention-focused calculators to gauge how you're doing.
Chapter 3
Navigating the Internal Shift Toward Retention
Now that we’ve covered how to embody a retention-first mindset for your customers, let’s discuss how to navigate this shift within your organization.
3 Lessons
Lesson 1
How to Change Your Brand’s Mindset
Shifting from an acquisition-focused mindset to a retention-focused one requires a new approach to how brands think about their relationships with customers.
Lesson 2
All Hands On Deck
From marketing to finance to customer support, get your team working together toward your ultimate retention goals.
Lesson 3
The Cost of Shifting
While investing in customer retention takes resources, it's well worth it for the ROI impact.
Chapter 4
5 Brands’ Effective Retention Strategies in Action
Learn how these five brands are using different touchpoints throughout the customer journey to drive retention.
