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Customer Retention. Automated

Replenishment: A Missed Opportunity for Retailers

Posted by Enelda Butler on Jun 27, 2016 9:45:57 AM
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ir_survey_blog_2.pngFor online retailers, the key to maximizing revenue is having loyal, retained customers. These customers are more profitable for your business through repeat purchases that lead to higher customer lifetime values. What email marketing campaign has the largest impact on repeat orders?

Replenishment is a powerful driver for repeat business, and can drive customer loyalty, retention, and consistent revenue.

According to the 2016 Retention Marketing Report, a significant amount of the retail respondents (44%) stated that at least half of their product catalog consists of replenishable items. However, many retailers are not taking advantage of this opportunity, with 63% of this group not running automated replenishment campaigns.


Replenishment emails are essential to adding value for your customers, and help strengthen their relationship with your brand. Using data to automate messages to their individual customers, retailers can know their customers’ needs before they do. The goal is to trigger replenishment emails at the right time in the product lifecycle.


With our Replenishment Automator, retailers can trigger personalized, dynamic emails based on each customer’s individual buying behaviors and make sure they never run out of their favorite product again.


For example, MyBinding, one of the largest retailers in the US for binding and laminating related products, uses Windsor Circle to power targeted automated emails to customers based on their individual purchase history.


According to MyBinding’s VP of Marketing Jeff McRitchie, “Replenishment is really the foundation of our business. We're all about getting people to come back for binding, laminating or other supplies, and it's evolved over the years. When we first started we were doing all batch-and-blast emails. We now have automated emails that go out based upon the individual products customers purchase and are sent according to the calculated time that it will likely take to use the item.”


Replenishment is equally as powerful for B2B and B2C online retailers in a range of categories, such as: food and beverage, health and beauty, business and office supplies, and more.



Download our Replenishment case study to see successful examples of automated replenishment emails from three of our clients in different retail industries.

For other valuable insights about customer retention in the eCommerce industry, read the 2016 Retention Marketing Survey.


Topics: Customer Retention

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