Successfully gaining back frequent buyers

Retaining frequent buyers is more reasonable, than finding new ones. That is an often quoted wisdom. But what to do if they do not buy anymore?

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The percentage of frequent buyers at Frosch Sportreisen is high. However, even though ¾ of all customers are satisfied repeaters, every year some of them drop out – sad but true. In an exciting campaign we gained with little effort and big success customers back we thought to be lost.

Why frequent buyers do not book anymore

To find out why once loyal customers do not book anymore appears to be challenging. The reason is not known in most of the cases and surveys are hardly possible. Possible causes could be found in their age, in dissatisfaction (hard to believe, right?) or within the product range.

In not representative interviews often the impression arises that customers who once were lost are potentially interested in booking Frosch again. However, the brand is not considered within the decision-making process as current offers are not known or the brand is not (anymore) seen as relevant for those customers.

These are the customers we want to gain back

We want to gain these customers back. By an expression of appreciation, by attention and by references to our current portfolio we want to motivate them to book Frosch again. Nevertheless, already in advance is obvious, that some of those lost customers will not book again.

Hence, we address only those customers who promise in age and in customers history to make a new booking. The existing data is analyzed, and the relevant criteria set together. In this way every year again we find many customers to address within a reactivation campaign.

This how we convinced our customers another time

Core of the campaign is a classic, analogue, printed mailing (yes it still exists, even at online trader Frosch). The Mailing in a format which is at the Deutsche Post known as Maxibrief-Format is appearing as a slipcase in Frosch design. Within the slipcase recipients find a muesli bar (thank you for the samples, Taste of Nature!). The whole design and wording is supposed to transport the sportive and sociable aspects of the brand and to remind on why the customers once felt so happy amongst frogs (as we call Frosch customers).

The pick of the bunch: Those customers who mainly were interested in skiing and winter travel receive a motive full of snow and winter sports. Friends of summer get a sunny summer motive. By the preceding selection and the thematic individualization we make it personal. The muesli bar as matching gift (giving the power for the next booking) makes it sympathetic. The whole mailing is transporting the message: “How about a new try?” We make it a campaign by addressing the customers on further channels with motive and message. A landing page on our website becomes the campaigns target.

10% of addressed customers buy again

Allowedly, the landing page was not visited very often. To jump from print to digital is still a tough challenge. The newsletter we send out on that topic at least had an above-average opening rate of nearly 30%. So far not very attractive.

However, within this campaign we wanted to measure bookings. And in that sense the result is outstanding. About 10% of all addressees booked a holiday subsequently; with an above-average price and even though we had to count on them not booking any further. We were able to repeat this success now for 3 years in a row. And I am still impressed how you can gain with such a little effort such a sustainable result.