With plenty of new health, wellness, and fitness trends and crazes popping up almost every day, as an eCommerce brand, it can be challenging to keep on top of what keeps customers motivated and what drives them to continue to purchase from your store.
Loyalty programs and rewards are no longer enough – now, customers are looking for positive customer experiences and brand ethics and ethos to encourage them to purchase from a brand. Customers want a reason to return to your store, check out your new stock and make repeat purchases, but how can you do that as an eCommerce brand in a highly competitive market?
Challenges for the health and wellness industry
Over the last few years, the health and wellness industry has grown by around 13%, thanks to a massive boom in the “wellness” industry. What was a trend started by millennials, the so-called “wellness generation” has now been adopted by consumers of all ages, who are now following influencers on social media and posting and documenting their wellness and health journeys.
To cater to this growing market, the big brands have taken to launching their wellness-focused ventures and sub-brands, leaving the smaller companies and brands battling it out amongst one another, while also trying to price match the larger companies. With more choice now available for customers, it is more difficult to encourage new and existing customers to choose your eCommerce store over a bigger name. With this in mind, here is a quick guide to success in the health industry.
Use social proof
Consumers are growing increasingly more annoyed with the constant barrage of sales messages when it comes to new products hitting the market. Instead, what consumers crave now, is authenticity and reliability from a company they buy from, and they want proof that the product works, rather than a promise of guaranteed results. Research has shown that almost 85% of consumers trust reviews they see online as much as personal recommendations, as they act as a credible source of information and provide proof that your products are as high quality as you claim.
This is especially important for new customers who are curious about your brand. If you can, try to encourage your customers to leave reviews on your website or other third-party review sites. Whether it’s with a free product next time they order, loyalty points, or the chance to be entered into a prize draw, give your loyal customers a reason to want to spend their time reviewing your brand.
Create a community
Once you’ve used social proof to give your customers a reason to trust your brand, you will also need to create a community surrounding your brand. Recent results have shown that 65% of millennials will buy from brands which align with their values and belief, so you need to make sure that yours are ones which customers can believe in. Firstly, start by identifying your brand’s health and wellness niche and what sets you apart from your competitors. Whether you offer yoga mats, high strength fish oil, or incense and essential oils for mindfulness, be sure to own it and communicate this to your customers.
You could offer your customers an exclusive membership, where they can log in for the latest news, offers, and updates on your products. At the same time, loyalty programs also work well when it comes to encouraging repeat custom. You want to make your brand’s website or social media space where your customers feel like they belong and that their passions and interests align with yours and other customers.
If you’ve made your customers feel valued and they’ve had a good experience with your brand and products, then they will naturally become advocates for your brand. Once a customer knows that they love a brand, they will shout about it from the rooftops. For many health and wellness brands, this word of mouth marketing is invaluable and can often be the driving force behind their success.
For customers, the encouragement and final validation they need to buy a product can come from someone else speaking highly of it, which finally convinces them to make the purchase. Use your social media and community sense to nurture your customers – for example; you could use a referral scheme to reward loyal customers and encourage new ones to buy. Not only is nurturing your customers a cost-effective way to secure acquisitions, but it also helps trust and confidence in your brand grow.
With health and wellness eCommerce, you must beat your competitors by offering your customers more and engaging with your customer base regularly. You want to give your customers a reason to return and tell others about you, and the best way to do this is by supporting them.