Customer loyalty and repeat business is essential for succeeding on Amazon.
Customer loyalty is rooted in human emotions. Businesses don’t need to be psychology experts to amass a successful brand following, but if you understand the base desires and instincts of online shoppers, you can cultivate fans of your brand, even on Amazon.
Without customer loyalty, your business will be stagnant
According to a 2019 US survey, 66% of buyers agreed they’re more likely to start searching for a product on Amazon than anywhere else, including Google. With over 2.5 million sellers on Amazon, it’s understandable to feel overwhelmed and unsure how to make your products stand out.
Creating Customer Loyalty on Amazon
Social proof is a core selling point to an Amazon listing. Have you ever scrolled down a great product page to find off-putting 1-star reviews?
1. Revisit Your Listing: Start with the Basics
Look at your listing as if you were a customer
A great way of establishing social proof is having a correct listing – an incorrect or incomplete product page will not inspire anyone to trust your brand, let alone be loyal to it. Product descriptions and images must be up to date, and measurements or technical information need to be accurate.
Pay attention to every customer comment or question on your product page. This is live feedback that tells you where to improve the customer’s experience. View your listing the way the customer does. Ask someone outside of your company or industry to check over the listing too. Does everything make sense (i.e. if you say dairy-free in one section, do you say ‘may contain milk’ elsewhere)?
2. Mention Awards or Accolades in Your Product’s Listing
Showcase your company’s achievements
Although there are strict guidelines about how to word and display your accolades on Amazon, you can include awards if you provide:
- The year you were awarded it
- The body who presented you with the award
- The title of the award
- Any other relevant information
If the award applies to one listing, make sure you only feature it on that listing. As long as you signpost the legitimacy of the award and aren’t using marketing mumbo jumbo, this can wow people into buying.
Luxury beauty brand Balance Me mentions their award in their A+ Content, “Awarded Best Eye Cream age 30+’ in the 2019 Beauty Shortlist awards”. Balance Me included the year, name of the awards and category: this makes it easy to authenticate, ensuring only legitimate awards are claimed on Amazon.
3. Respond to Questions and Reviews on Amazon
Show off your brand voice at every opportunity
Amazon provides lots of ways to interact with customers. One of the best ways to do so is through the review and questions section of each page.
Using the Customer Questions & Answers Section
The questions section on Amazon is a rich source of customer concerns and for spotting where your listing is failing.
This customer interaction is public so shoppers will see you are actively communicating, lending credibility as you’ve displayed product knowledge.
Scan this section for words to use when writing your listing. If your listing is a fruitcake, what do people call it on the questions section? Here you can discover key terms like ‘fruit loaves’, ‘loaf cake’, ‘fruity cake’ etc. Use these words throughout your listing. Pop relevant backend keywords in Seller Central to get fruitcake lovers to your listing.
Using the Customer Reviews Section
Responding to good and bad reviews helps display a positive customer journey. The review section is where shoppers rate their experience. This is the place for you to respond to positive reviews and offer solutions to negative experiences – offer to send another version of the product, a different product or refund.
All is not lost when receiving a bad review. Use the feedback to review your listing: are people disappointed with the size of the product? Look at the imagery and the product description to see if its size is explicit.
Creating Customer Loyalty off Amazon
Unboxing: The New User Experience
The unboxing experience is easily forgotten by sellers on Amazon, who may tend to be logistical thinkers. Are you thinking about how the customer interacts with their purchase when delivered. Once the outer packaging is removed, what remains of your brand?
4. Personalise packaging to your industry and customer
Make your brand unforgettable
The standard packaging may be nondescript, but inside you can add flourishes of your brand to appeal to your customer and industry.
If you’re a DIY brand, you could combine the step by step instruction manual and the assembly parts: place screws and nails in a plastic wrap behind each ‘step’ they will be needed. Improve the user experience by helping your customer with the installation process.
If you’re a cake brand specialising in gifting on Amazon, why not create inside packaging to cover the cake in your brand colours, logo and a description of the cake? To the person being gifted a cake with quality packaging, this isn’t a nameless homemade cake.
Make sure whoever opens this cake gets a positive, surprising experience even if it isn’t a gift: when customers leave the ‘is this a gift’ box unticked, these items are often still gifted in person.
Show your brand at each step of the process, even the unboxing experience.
5. Use packaging inserts to keep your brand’s name fresh in your shopper’s minds
Use savvy marketing copy to convert your customers
Encourage brand loyalty or repeat purchases on Amazon by placing branded material in each package.
Due to the strict laws Amazon has in its Seller Code of Conduct, you must be careful about marketing your website and social media on Amazon.
Adding to the unboxing experience by sending leaflets or similar inserts is a great way of keeping your brand in your customer’s mind.
Packaging inserts are a lot easier for Fulfilled by Merchant sellers: it’s only possible for FBA to add these inserts to the process during the manufacturing stage. With FBM accounts, you have more options as you can add the inserts at your discretion.
Make sure none of your marketing materials contains your own website URL or other sales platforms as this is prohibited. If you receive complaints about this, you may be penalised.
You could send:
- A how to guide/ instruction leaflet
- A ‘how did we do’ insert asking for neutral feedback, with no discounts or incentives
- Marketing material about upcoming products soon to appear on your Amazon
- Additional information (i.e. a recipe book to go with your kitchen appliance)
- A brochure of your existing Amazon range
Additional marketing material isn’t essential to selling on Amazon, but it is for creating repeat custom.
Personalised touches go a long way in e-commerce.