Start Customers Using Their Purchases Promptly

Profitability comes from repeat business, and repeat business is more likely when customers begin using what they bought and find the usage to be pleasant. Get customers to benefit from their purchases as soon as possible.

• Encourage customers to select products with just the features they can comfortably use and the option of adding features later. Researchers at Georgetown University and University of Maryland-College Park found that consumers are tempted to buy products with unnecessary features, but tend to be happier with products that are simpler to use. It’s true that in encouraging customers to select products with fewer features, you’ll be reducing the size of the sale. However, remember that you’re aiming for repeat business. The customer who is happier with their purchase is more likely to return, and they’ll be impressed that you hadn’t tried to sell them more than they needed.
• When choosing which brands and versions of a product category you will stock, give extra points for the ones which provide clear written instructions on how to get started with use. Researchers at University of South Carolina and University of Colorado-Boulder report that when purchasers find it difficult to learn to use a product, their evaluation of the product’s quality is lower. This would mean your customer feels disappointed in what you sold them, and that feeling gets in way of repeat business.
• Give customers realistic expectations about learning to use the product. The University of South Carolina/University of Colorado researchers also reported that when the customer expected the product to be challenging to learn and still bought it, the lower evaluation of product quality was much less likely. “How to get started” instructions on product packaging are best, since the shopper can look at those before deciding whether to make the purchase.