Top tips to improve customer loyalty with every delivery

5 min read
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Hand holding brown package

Build customer loyalty with little extras that go a long way.

We all love getting something in the post (bills excluded). But sadly the days of personal letters tumbling through mailboxes are behind most of us. Fortunately though, for lovers of the tangible, package shipping isn’t. 1

The power of a parcel

Whether you ordered one, expected one to arrive or were not expecting anything at all, the arrival of a parcel in your mailbox still feels like a very special kind of reward.

To online retailers, this presents a unique opportunity. One that starts with good feelings and, if done right, ends with renewed brand loyalty. Put another way? If you’re not personalizing your customers’ shipments, you might not be connecting with them2.  

A little thank you goes a long way

Did your mom always nag you to write your thank you notes? (Does she still?) It might have taken a few years to understand, but as we all know, a personal ‘thank you’ makes a real difference3.

Business is no different. So why not try including a simple, handwritten note thanking your customer for their purchase? You’ll find it humbles and humanizes your brand in a way that can only mean good things.

And it costs almost nothing

The beauty of this approach is its ease and affordability; building a more authentic bond between you and your customer, regardless of the actual distance between you.

Short on inspiration? Check out this sweet and simple card that baby clothing delivery service Beanstalk Bundles includes with every order.

package with thank you note

subscription box with various items

Speaking your customers' language   

No-one knows your customers like you do. You know what they like and you know what they need. You even have the metrics to prove it. So why not give them a bit of what they want, even if they didn’t order it?

The US company Chegg rents textbooks to college students. Sounds boring, right? But their customers don’t just get Economics 101 and The Anthology of Medieval Verse in their deliveries. Instead, Chegg throws in fun extras like cans of Red Bull, detergent pods, gift cards and coupons – exactly the kinds of things a college student needs and appreciates. It’s a move that inspires Chegg customers to take to social media en masse. 

Why buy what you can get for free?

You can buy this kind of direct publicity but it costs a lot. So why not just nurture it through a proper and considered understanding of your customers’ needs instead? 

Give a little, get a lot

Why not sweeten the deal with a discount referral code for them to share with friends? No, it’s not subtle, but in the social media age, it’s also not considered to be bad practice. Employed correctly, this is a great way to get your loyal customers following you on social media and delivers some valuable user-generated content. 

Anticipate any problems

When Nest first tried to change the way we use thermostats, they did so knowing full well that any kind of installation could be off-putting.

package with you deserve this note

Anticipating any problems, they turned a practical solution into a gift; including a small screwdriver, simple instructions and color-coded stickers to keep track of the wires. They solved the problem before it even became one. A custom-made screwdriver might not be everyone’s idea of a bonus gift, but when you’re selling thermostats at US$250 a piece, it’s a remarkably savvy investment. Especially if it gets the product into apartments with zero fuss.

Every little bit helps

OK, so you might not be ready for the more advanced stuff just yet. The important thing is just to get started. Next time you pack a delivery, throw in your business card, wrap the item in branded tissue paper or seal your package with a simple ‘You deserve this’ sticker. 

Get the word out

Finally – if you have samples, take the opportunity to introduce your customers to them, then ask for feedback through social media. It’s a great way to make sure your collateral is on point and telling your story. Not only does it build relationships, it’s also free marketing. And nothing tastes as good as free.