Leverage buyer personas to increase your customer lifetime value

It’s no secret that customer experience is fundamental to converting more shoppers to increase revenue and building brand loyalty to converting guests. Regular customers for life. Ecommerce retailers around the world are (or should be) obsessed with creating a smooth, frictionless and personalized customer experience – the kind of customer experience people tell their friends about.

Barriers to a positive customer experience

Way of differentiation Customer experience Can be rocky; However, retailers must find new ways to meet consumers’ growing expectations and desire for personal interactions, while repairing the trust damaged by recent supply chain disruptions. Mix in fears of inflation, recession, and labor shortages, and the code becomes more difficult to crack.

As many work to rebuild relationships and transition guests into loyal customers, ecommerce sellers must manage a variety of customer-related challenges, from “checkout ghosts” to customers dissatisfied with their home delivery operations. For example, do you know 70% of customers Abandon their carts before completing the purchase?)

On the last mile delivery front, a recent study found that 67% of customers have a Home delivery problem In the three months surveyed, 68% of consumers took some form of action against a retailer or delivery company. What brand can withstand that level of retaliation?

Related: 5 Ways to Deliver a Positive Customer Experience in Ecommerce

Home delivery – a missed opportunity

Don’t make the common mistake of underestimating the power of a Positive customer delivery experience Differentiating your brand, driving sales, creating lifelong customers — and delivery costs include. On the other hand, be aware that poor delivery performance can compromise the customer experience and irreversibly damage your brand.

Indeed, a 2022 study found that consumers experienced Delivery problems Did not order from the retailer again (23%), while 16% told family and friends to avoid the retailer – a figure that has the potential to cripple brands, given the speed at which these experiences can be shared on social media messaging platforms.

Related: Buyer Personas: What They Are, Why They Matter, and How to Create the Best One

Moving beyond buyer personas

While every retailer worth their salt recognizes the value of creating buyer personas to inform marketing strategies, many are in the dark about this. Delivery persons. But delivery people are equally powerful, with the ability to maintain brand loyalty, increase revenue and reduce operational costs to increase top and bottom line performance.

Simply put, customer delivery personas have a combination of insights related to delivery speed, accuracy, additional services and delivery preferences (e.g. most eco-friendly) to help retailers create a range of delivery experiences tailored to their customers’ individual preferences.

here Five delivery persons When shaping delivery strategies and helping to personalize the customer experience to turn guests into lifelong customers, ecommerce businesses should consider:

1. Price Conscious: For these consumers, cost is the be-all and end-all. These individuals are high Price-sensitive and will prioritize delivery fees over all others. They will choose the slowest shipping method available if it means they can save some money. Delivery time is of little importance to them — they are willing to wait days for their package (as long as it arrives within a reasonable time frame).
2. Parcel-Centric Mindset: These customers prefer fast, hassle-free delivery of their small items, such as apparel and accessories, which are usually delivered quickly without the need to be present for a specific delivery time. For example, they are content to have their package dropped off at their doorstep at any time during the day and are generally not concerned with time-bound delivery. This particular personality also appreciates the convenience of receiving their package quickly without waiting for a specific delivery time and is satisfied with the fast delivery cycle offered by most ecommerce companies.
3. Convenience is key: These customers value precision over speed. They have specific time windows in which they require delivery of their items and prioritize convenience over speedy delivery. These personas often include customers buying large items, such as appliances or furniture, who need to coordinate their delivery with installation dates and other merchant availability. For them, a seamless delivery experience is crucial and can significantly affect their overall satisfaction with their purchase.
4. Time is worth: This group of customers prioritizes their time above all else and is willing to pay a premium to have their high-value purchases or replacement items delivered ASAP. They want their deliveries to fit around their busy schedules and are willing to pay for the convenience of having purchases delivered on time and efficiently — and it doesn’t take many of these types of customers to offset a significant amount of your overall. Delivery costs.
5. Eco-friendly focus: With a strong desire to reduce their carbon footprint, these consumers are looking for companies that prioritize sustainability and Environmentally friendly Distribution options. They are not only interested in the product but also demand a commitment to environmentally friendly practices from the companies they shop with. These customers are willing to be flexible in terms of delivery time and speed, especially if it aligns with their environmental values. They may also be interested in grouping orders when you have delivery in their area or are keen to recommend the most sustainable delivery option for you.

Given that 65% of consumers Consider the environment When ordering — and some customers, especially Gen Z and Millennials, are willing to pay more for eco-friendly delivery — sustainability delivery presents a great opportunity to reduce delivery costs by reducing the number of deliveries, increasing delivery density and allowing for personalized delivery. For better planning with longer lead times.

Related: How to increase customer lifetime value and increase profits

Using delivery persons to give customers what they want

Offering delivery options at checkout gives customers the option to choose which option best suits their needs for any given purchase—which can translate into a welcome bump in revenue. Case in point: a 2021 study suggests that 71% of consumers expect companies to Provide personalized interactions — and 75% are disappointed when it doesn’t happen.

Personalizing delivery options using a delivery person opens up new opportunities to delight your customers. While low cost and speed are obvious choices, delivery choices differ depending on the type of product being purchased (eg groceries vs. appliances). Offering value-added services such as contact-free delivery and durable options, or the ability to book a specific date or delivery window are highly valued delivery personality choices that foster customer loyalty and continued growth.

Not every persona is relevant to every buyer and no one takes first place — instead, one will create an exceptional customer experience that takes into account how fast delivery can be, its accuracy and its cost. Don’t miss the opportunity to protect margins, increase customer retention and leverage customer delivery personas Increase customer lifetime value.