What do you include with the package to encourage reorders?

For example: Coupon for discount on next purchase.

[jsinger]

As long as the package is being sent to a customer, it would seem smart (and cheap) to enclose something to encourage reorders... maybe a gift with your url on it, or a coupon for a discount. How about a mini-printed catalog?

Your best customer is one who has just purchased from you. (we've proved that many times with direct mail advertising)

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On the other hand, the few times I've bought online, the package has only included a receipt and return instructions...even from Amazon.

I've never seen this topic discussed. Comments please!

[dvduval]

We always include flyers featuring our newest products. I figure some people will save these for future use. Since we have been tracking our customers (4 years now), about a third of them have made purchases in the last 12 months.

[jsinger]

That's E-commerce's Great Untold Story: There IS customer loyalty on the web! The Wall Street Journal had a story making that point a few months ago. Too many e-retailers focus mostly on getting new visitors (sometimes thru trickery).

My guess is that 1/3 of our current shoppers have bought from us before. As web growth levels off, that figure may go above 50%. Our prices are just average by web standards, and we're selling a highly competitive products on the web.

An unexpected "gift with purchase" may help bring them back.

[hannamyluv]

We do sales flyers. They seem to work pretty good and are a good way to get rid of left over stock. We also contract with other companies to put flyers in our boxes. They pay us to slip one of their flyers in a package. It's a nice way to make a little extra on the side for a package that is, as you say, already being sent to the customer.

[gibbon]

the best thing to encourage repeat orders is excellent customer service.

other marketing tools can be useful, but service is the most important by far.

[sun818]

Some stores offer daily specials which is a discount on a specific item. Great way to build repeat traffic which leads to repeat customers.

[wingslevel]

we stuff a catalog and, when possible, a free gift. it doesn't have to be much, but people appreciate it.