Think back to that time when you helped design an excellent promotion to attract new customers only to learn that a friend of a friend used multiple email addresses to get more discounts. We acknowledge that the situation can be incredibly frustrating due to how widespread this action is.
We know what we said might seem outrageous, but hear us out. There are several reasons why customers trying to “trick” the system is great for business.
Why It’s Good for Your Business
Average order value, as the name implies, is the average revenue you earn per order. It is a very straightforward concept and helps you understand the price range of products customers are purchasing.
1. Repeat Orders Build Brand Relationship
Firstly, you have the rare opportunity of having an extremely involved customer who is repeatedly interacting with your brand. As a brand manager, you should be overjoyed! Several brands have to spend millions on customer engagement strategies and only get a handful of such customers.
With the correct strategy, this sale will help build a strong relationship between them and your brand. And the brand recall will be the cherry on top!
2. You are Getting New Leads
They may not realize it just yet, but your involved customers are giving you several new leads in the process. Most people request their family members or friends for their email addresses when they are pulling this stunt.
Sure, the loved one in question does not engage with the sale, but you did get a new lead. You can now market your new offerings, collections, etc., to them. While they will not be as engaged as a person who has already purchased from you, it is still a noteworthy opportunity.
3. Unique Emails Support Sales Projections
You aren’t as entirely off the mark as you thought you were. Very few people go to the lengths of creating new email addresses to avail such sales. Therefore, a majority of the time, those new leads are all unique persons.
Since you now have several new leads, you can easily use the information for your next sales projections. You need to make sure you are doing enough to get the new leads acquainted with your brand and its offerings.
4. Those Repeat Purchases Do Earn You New Customers Eventually
Finally, a percentage of your new leads will turn into engaged customers or loyal customers if you manage things excellently. In our experience, people whose email addresses were volunteered for sales engage with the messages right after the sale out of curiosity.
Take this opportunity to thank them for their purchases, and offer an exclusive discount on their next order. They may not have availed of your first sale, but this repeat purchase discount will target them directly..
Overall, the same customers availing discounts through multiple addresses is not a marketing strategy failure. They improve customer engagement, brand recall, and allow you to explore new leads. Besides, some of the biggest brands in the retail industry face the same issue but are not troubled by it.
They know it will pay off eventually, and you should work with the same belief as well!
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