If you’re selling replaceable or consumable products in any way, you need to be integrating replenishment campaigns into your overall marketing strategy. Replenishment campaigns are a great way to encourage regular repeat purchases of an item, in a way that’s personalized and that’s perceived by the customer as helpful. They’re also incredibly effective at driving more predictable revenue and profit from your repeat customers.
What kinds of purchases might benefit from a replenishment email?
- Edible goods: food, vitamins, K-cups, etc.
- Office supplies
- Cosmetics, which can either run out or expire (did you know mascara needs to be replaced every 3 months?)
- Certain types of apparel that needs replacement after extensive use (running shoes, for example, need to be replaced after several hundred miles)
- Accessories for products: air/water filters, cellphone cases, batteries, etc.
Especially with items that have a very specific time by which they need to be replaced – for example, a bottle of one-a-day vitamins containing 60 vitamins – marketers have a huge opportunity to drive that next purchase at exactly the right time that most aligns with an individual customer’s need for that product. And what’s more, replenishment campaigns see up to a 50% engagement rate on average (a number that increases when you coordinate the campaign across multiple channels/devices for maximum visibility).
Here’s how to go about creating and delivering an effective replenishment email campaign:
1. Remind the customer several days before the product needs to be replaced
Ideally, you want to reach out to your shopper several days before they run out of their product or before they would typically replace the product, so they have ample time to visit your website and repurchase. This can be done through measuring out the average time a consumer’s needs this certain product and utilizing predictive data to go along with the purchase cycle needed. If it’s already time for them to replace their product by the time your reminder arrives, your replenishment campaign will be “too little, too late,” rendered irrelevant, and the open rate will lower. But when you give your shopper enough advance notice, their replacement product will arrive just in time.
2. Provide all product details up front
When you deliver your replenishment campaign, streamline the shopping process as much as possible by providing all product details in the campaign itself, so your customer can go straight to checkout with exactly the item they need to replace. Your campaign should include as many details as are helpful to your shopper, especially product name, product image, reviews, and a URL on your site to reorder. The more work your customer needs to do by searching for the exact product that they last purchased, the higher the chance that they’ll potentially become sidetracked or frustrated.
3. Personalize the campaign with other related products
Not only does a replenishment campaign encourage repeat purchases, it’s a great opportunity to provide inspiration and suggestions to your shoppers for additional products they may want to consider – or, in some cases, alternatives if they’d like to try a new product rather than replace the item they previously bought. Consider personalizing the campaign with dynamic content (like previously-purchased items or related products) so customers can either experiment with their replacement and explore add-ons.
4. Coordinate your replenishment campaign across multiple channels
On average, multi-channel replenishment campaigns are 30% more effective than single-channel campaigns, especially when they are personalized to each customer’s unique preferences. Marketers should be sure to coordinate emails with campaigns on mobile, web, and social, as well as any other channels your customers are regularly found on. This is additionally a great opportunity to use web push, since replenishment reminders not only need to be timely in order to be effective (and are likely to be seen as helpful by your shoppers).
5. If needed, follow-up with an incentive
Even your best efforts may go ignored by shoppers. If the day by which your customer should have replaced their item comes and goes without any activity, consider following-up with another replenishment reminder – but this time, include a discount or a coupon that incentivizes the replacement and encourages your shopper to purchase. The fact that the customer allowed the replacement date to pass means that they need a bit of a push in order to replace their item, so your replenishment campaign needs to do more than merely notify them that they’re due to repurchase.
Many shoppers often don’t realize they need to replace a product until it’s too late – but when you take care of reminding them, you add value to their shopping experience, which in turn brings in revenue. Marketers have an opportunity to creatively consider which items may need replacing, then encourage their customers to make sure to stock up on the products they’d previously purchased, instead of assuming they’ll come back once they’ve run out. Be as proactive as you can about driving repeat purchases, so you can put your customers on the path to becoming loyal shoppers.