Understanding your shopper: first-time vs. repeat customers
By Nina Wagner
When it comes to purchasing natural health products, the journey of a first-time buyer differs significantly from that of a repeat customer. Understanding these differences is crucial for both retailers and manufacturers when developing effective marketing plans and ensuring customer loyalty.
First-time purchasers: exploration and caution
Motivations and needs: Our research indicates that the primary motivator for purchasing a new natural health product is to address a health goal or concern. Buyers might be driven by a recent diagnosis, a recommendation from a health care professional, or a need to improve their well-being.
Behaviour: First-time buyers are more likely to practice caution. They tend to conduct extensive research by comparing different products, reading reviews, and chatting with trusted resources to seek information about ingredients and efficacy.
Trust building: For first-time purchasers, trust is paramount. They need to be assured of the product's quality, safety, and effectiveness. As a result, they prefer brands that are transparent about their sourcing and manufacturing processes.
Experience: The purchasing experience of first-time buyers depends heavily on the availability of information and support. This includes easy-to-navigate product shelves, knowledgeable staff, exchange/return policies, a user-friendly website, accessible customer service, and comprehensive FAQs.
Recommendations
Educational content: Leverage content from alive magazine and Academy and other trusted resources to educate potential customers about the benefits, uses, and safety of your products. This can include blogs, videos, webinars, and product descriptions.
Trust signals: Highlight certifications, third-party testing, and health professionals’ or employees’ endorsements prominently on product pages and marketing materials.
Introductory offers: Provide discounts or free trials to encourage first-time purchases and mitigate perceived risk.
Repeat purchasers: loyalty and efficiency
Motivations and needs: Repeat customers have already experienced the benefits of the product and are returning to maintain or further their health improvements. Their motivation is often rooted in the product’s effectiveness and their satisfaction with previous results.
Behaviour: Repeat purchasers are more straightforward and efficient. They are familiar with the brand and its offerings, so they often go directly to the product they need without much deliberation. Their purchasing process is quicker because they have established trust in the brand and its products.
Loyalty and engagement: Repeat buyers exhibit a strong sense of brand loyalty and are also more likely to try new products or variations from the same manufacturer. Providing personalized recommendations, early access to new products, and exclusive deals can further their trust.
Experience: For repeat customers, the purchasing experience needs to focus on convenience. Features like one-click reordering, saved payment information, and subscription services can significantly enhance their experience. Clear communication about shipping, delivery times, and any changes to the product or service is also crucial to maintain trust and satisfaction.
Recommendations
Loyalty programs: Implement programs that reward repeat purchases with points, discounts, or exclusive products.
Personalized marketing: Use customer data to provide personalized product recommendations and targeted offers.
Consistent communication: Keep customers engaged by maintaining regular communication about upcoming products, products they might like, and new product launches.