We’ve all celebrated that first sale, only to watch customers vanish. Our experts reveal what keeps them coming back this week.
We’ve all been there. Celebrating that first sale, only to watch the customer disappear into the void of endless shopping options. So what’s the secret sauce that keeps them coming back?
We posed this million-dollar question to our panel of retail and marketing experts to weigh in on the age-old challenge of turning one-time buyers into repeat customers. Their answers might surprise you in this week’s edition of Let’s Talk.
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Ginger Kidd, VP Marketing and Communications APAC, Sinch
“In a crowded marketplace, building customer loyalty is crucial, especially as 72% of consumers expect brands to recognise them as individuals. The key is a personalised, omnichannel marketing approach that combines personalisation with message repetition.
“Our five top non-negotiables to ensure that buyers turn into repeat customers are:
- Map the Customer Journey: Understand how customers interact with your brand and identify key touchpoints for engagement.
- Personalise every interaction: Use data to tailor follow-ups, offers, and recommendations to individual preferences and behaviours.
- Adopt an omnichannel approach: Ensure a seamless, consistent experience across email, SMS, social messaging, and more – letting customers choose how they interact.
- Automate where you can: Implement chatbots or automated tools where budget allows for instant, 24/7 support, freeing staff for more complex queries.
- Measure and optimise: Track key metrics, for example response time and customer satisfaction, to continually refine your strategy.
“By embracing this approach, SMEs can move beyond transactional relationships to create memorable customer experiences that drive loyalty. Consistent, personalised engagement not only keeps your brand top-of-mind, but also turns satisfied customers into enthusiastic advocates, fueling repeat business and sustainable success.”
Alison Morris, SVP/GM International, Worldpay for Platforms
“Turning one-time buyers into repeat customers is one of the biggest challenges and opportunities for small businesses. We see a significant momentum when SMEs focus on reducing friction at checkout, offering flexible payment options, and using smart tools to better understand customer behaviour.
“According to Worldpay’s Payments performance report, 34% of customers abandon a digital transaction if their preferred payment option is not available. For SMEs, this means that it is essential to offer a variety of payment options to meet customer expectations, from cards to BNPL, digital wallets, which account for almost 20% of Australian in-store spend. Another method growing in popularity is PayTo, which enables real-time account-to-account transfers.
“Subscription-based models are another powerful way to drive repeat purchases, but convenience is key. More than two in three (69%) consumers say it is their top priority when it comes to subscriptions, and 76% say it is important that their payment details are linked across all devices. A seamless and secure payment process helps avoid disruptions and builds trust, which in turn drives retention and repeat revenue.
“Ultimately, when payments are simple, secure and aligned with customer habits, small businesses are far more likely to create loyal, returning customers.”
Bede Hackney, Head of ANZ at Zoom
“Turning a one-time buyer into a loyal advocate starts with a standout experience – not just during the sale, but through the entire customer journey.
“With a unified communications platform, SMEs can bring together video, chat, phone, docs, and more into one easy-to-use workspace shared across teams. Information is retained from one interaction to the next, so customers don’t have to go through the annoying process of providing it all again every time they speak to someone new.
“You can focus on what the customer wants right now, rather than re-gathering information you already have. It becomes easier for customers to move between the team members and functions that best meet their needs. Done right, it all feels like one conversation, making it far more possible to meet customer needs and upsell them to new products.
“Using AI tools like Zoom Revenue Accelerator can also automatically take the highlights and pain-points of individual customer conversations and capture them as coachable moments for your entire service team.
“Personalising customer interactions with the help of AI tools makes them feel less like anonymous transactions and more like a relationship with someone your business knows and values. It’s key to keeping them coming back.”
Kim Owen Jones, GM – Customer Acquisition, MYOB
“Turning a one-time buyer into a loyal customer is one of the most valuable, cost-effective strategies a SME can pursue. Beyond great service, consistent follow-up, personalised experiences and the right tools are required to ensure a customer is loyal for life.
“The June 2025 Edition of the MYOB Bi-Annual Business Monitor reveals only 15% of SMEs plan to increase investment in customer retention over the next year, while 11% will boost investment in IT systems and processes. Businesses which invest in both will be the ones that build loyalty and long-term value.
“Start with the post-purchase experience. A thank you email or a follow-up message to check how things went shows customers they’re more than a transaction. Use tools like CRMs and automation software to track purchase history and behaviour, then tailor offers and communications accordingly. Loyalty programs, early-access offers, or educational content all deepen the connection.
“Customers return to businesses that make them feel remembered, respected and rewarded. You don’t need a big budget to win repeat business, just a smart approach and the right tech.”
Shaun Broughton, Managing Director, APAC and Japan at Shopify
“Consistency and convenience are key to turning a one-off purchase into repeat business. That means making it easy for customers to reorder, offering targeted promotions, and creating personalised shopping experiences that build stronger relationships and keep customers coming back.
“This becomes far more effective when your checkout, email, and point-of-sale data are unified. By consolidating analytics, you gain a holistic view of each customer’s shopping journey, and can send automated follow-up messages based on relevant behaviour. For example, you might trigger a thank-you message with a discount if a customer hasn’t returned in 30 days. The Memo uses Shopify Flow to leverage past purchases and search data to notify customers when their favourite items are back in stock.
“Ultimately, with the right tools in place, small teams can run effective lifecycle marketing that feels personal, drives loyalty, and doesn’t add complexity.”
Anthony Capano, Regional Director of APAC, Intuit Mailchimp
“One word: personalisation. Loyalty isn’t just about discounts—it’s about trust, ease, and connection. Mailchimp’s Science of Loyalty report found 88% of Australian consumers say their preferred brand makes them feel good, while 78% only buy from brands they trust. Establishing a strong connection while guaranteeing credibility is crucial.
“When it comes to customer communications, this starts with segmentation and tailored messaging—thank-you notes, relevant reminders, and product recommendations based on purchase history. With those in place, brands can use behavioural and first-party data to take this a step further. With tools like automated workflows, brands can set up post-purchase follow-ups, abandoned cart nudges, and relevant campaigns to stay top‑of‑mind and guide customers back to repeat purchases.
“You can complement these automated flows with loyalty programs—exclusive access, rewards, and personalised perks—to make your consumers feel valued and connected to your brand. Done right, these personalised interactions help embed your brand into customers’ routines (a reason 25% cite for repeat purchases).
“Over time, these small, personal touches build familiarity, trust, and ultimately loyalty.”
Zoe Goodhardt, Partner and Head of Growth and Marketing, TAG
“Many SMEs focus on loyalty tactics to retain customers, but research from Byron Sharp’s How Brands Grow: What Marketers Don’t Know shows that growth comes from reaching more buyers, more often. That includes making it easy for previous customers to buy again – not necessarily through deep loyalty programmes, but through mental and physical availability.
“Mental availability means staying top of mind. Use consistent branding, email reminders and advertising to trigger memory structures linked to your category. Don’t assume satisfaction will drive return visits – remind them you exist.
“Physical availability is just as critical. Ensure your website, payment process, stock levels and distribution are seamless. If a previous customer wants to buy again, there should be zero friction.
“Rather than over-investing in niche loyalty plays, SMEs should focus on being easy to notice, easy to buy from and easy to recall. Familiarity builds repeat purchasing – often without the buyer even realising it.”
Ian Boyd, GM ANZ at GoCardless
“Encouraging repeat customers comes down to providing them with a great experience. This can be influenced by many factors, but let’s focus on payments in particular.
“To create the best possible customer journey, start by providing simple payment terms and, where relevant, make your invoicing timely and modern. Offering flexible payment plans and payment options is also key – successful SMEs routinely review their payment stacks to ensure they’re offering customers’ preferred ways to pay.
“Consider how you reward customer loyalty, too. That could be in the form of discounts or bonuses for repeat customers, or ensuring that your returning buyers have a personalised experience.
“On the flip side, remove anything that may drive customers away. For example, our research shows dishonour fees (an additional hidden charge levied by some payment providers for a failed or late payment) quietly erode your profits and customer loyalty – often, you might not even be aware your payment provider is charging your customers these fees!
“Bottom line: repeat business grows by providing value, and it suffers when you impose penalties. Simple tweaks to your approach to payments can lead to customer loyalty improving over time.”
Kumar Mitra, Executive Director, CAP & ANZ, Lenovo Infrastructure Solutions Group
“At Lenovo, we’ve seen first-hand that turning one-time buyers into loyal customers is less about the product and more about the experience. Turning one-time buyers into repeat customers is ultimately about creating meaningful, repeatable value – and for SMEs, that requires being deliberate across three key areas: service, consistency, and scalability.
- First, SMEs need to build a relationship beyond the transaction. This can start with personalised onboarding, timely post-purchase check-ins, or value-added support – simple steps that show customers they’re more than a sale. The goal is to make every customer feel seen and supported.
- Second, consistency is key. Customers return when they know what to expect – whether it’s dependable delivery, responsive service, or clear communication. Loyalty is driven by the confidence that their needs will be met, every time.
- Third, as your customer base grows, so must your ability to scale that experience. This is where the right partnerships and technology come in. At Lenovo, we work with SMEs to simplify and strengthen their infrastructure – helping them deliver the same high-quality service whether they’re supporting 10 customers or 10,000.
“One example: when Lenovo revamped our customer support forums to offer faster, more personalised responses, user satisfaction rose by 17%. It’s a reminder that thoughtful, scalable engagement builds trust, and trust is the foundation of loyalty.
“For SMEs, the takeaway is this: customer retention isn’t just a marketing strategy – it’s a mindset. Prioritise long-term relationships over one-time transactions, and repeat business will follow.”
Friska Wirya, Commissioner, Future Fit Group
“Stop begging for loyalty. Earn it.
“You don’t need more leads. You need fewer dropped balls. Most obsess over getting customers – then under-deliver once they have them.
“Want repeats?
- Deliver ridiculous value the first time.
- Follow up like you mean it.
- Surprise them. Be faster, clearer, easier than expected.
“And here’s the kicker:
Stop acting like an SME. If you want to win multinationals, match their standards — but with your agility. That combo is deadly.
“Repeat business is about deserved trust.
“Earn that, and you won’t need to “turn” customers into anything.”
Annette Densham, Writer, Award Writing Services
“Getting someone to buy from you once is great. Getting them to come back is where the magic happens. It’s not about pushing harder, or having the biggest discount or best sales offer, it’s about how you show up and make them feel.
“People want to feel seen, heard, and safe. First, do what you say you’re going to do. Deliver on time and follow up when you said you would. A simple message like “Thanks again. How did everything go?” goes further than a fancy sales funnel ever will.
“If something goes wrong (and it will), own it. People respect honesty over perfection every time. Don’t overgive to the point you’re running on empty, overdeliver with intention, not resentment. People respect when you go above and beyond; it shows you are invested and care about the outcome.
“The real gold is in the in-between. Stay in touch without constantly selling, send something useful, check in, share something personal. Remember their name, their story and the little things hit the emotional part of the brain where loyalty lives.
“This is neuroscience. People buy with emotion, justify with logic, and come back when they feel good around you. That’s the difference between a one-time transaction and a long-term relationship. For small businesses, that’s everything.”
Renée Chaplin, VP – Asia Pacific, Constant Contact
“Australian small businesses can no longer rely solely on word of mouth to ensure customers return. In today’s digital-first world, consumers are faced with a myriad of choices and convenience, therefore small businesses need to prioritise building loyalty and engagement with their customer base.
“According to ABS data for the 2023–24 financial year, 76.5 per cent of businesses survive their first year, but only 47 per cent make it to four years, and about 60 per cent fail within three years.
“To survive in today’s competitive landscape and drive growth, small businesses need to prioritise marketing, specifically to drive loyalty and revenue expansion from their existing customers.
“Email, Social Media and SMS are critical channels to small business success. However, it’s important to ensure the messaging is targeted and relevant, timely and personalised to avoid unfollows, unsubscribes and worse – spam complaints.
“By leveraging local knowledge and expertise, and personalising customer experiences, small businesses can set themselves apart from their larger rivals. This might be in the form of a milestone email such as a customer’s birthday, a special promotion to return, promoting engagement in the community, or sharing recent testimonials and reviews.
“The key takeaway is to add value and consistently communicate with your audiences. 27 per cent of consumers state they never hear from a small business again after making a purchase, that’s not a statistic any business owner wants to be part of if they want to thrive in today’s competitive world.”
Jonathan Reeve, Vice President, Asia-Pacific at Eagle Eye
“Consumers today increasingly expect seamless, flexible rewards that align with their lifestyles, whether that’s earning flight miles while shopping for groceries or converting petrol spend into retail discounts.
“Personalisation has become the most important driver of customer loyalty. Predictive and generative AI are accelerating the delivery of personalisation at a massive scale. At Eagle Eye, we’re empowering this shift with our loyalty AI solution EagleAI, which is already processing and optimising 2.8 billion customer interactions every single minute. This number is constantly growing, which improves how retailers connect with their customers at a 1:1 level.
“Looking beyond personalised experiences, harnessing strategic collaborations with third-party redemption partners can also unlock new engagement channels, drive cross-sector growth, and future-proof loyalty in a competitive ecommerce landscape. Partnering with third-party businesses expands your brand’s reach by introducing it to new customer segments. This shared exposure enhances customer loyalty while providing opportunities for both brands to acquire new members – a mutually beneficial relationship.
“As tech and retail sectors converge, the question isn’t if your brand should explore third-party redemption, but how quickly you can integrate it into your loyalty roadmap. However, financial and operational complexities need careful consideration. A balanced approach can improve the value of your program for both your business and your members.”
Teresa Sperti, Director and Founder at Arktic Fox
“Australian brands are now up against massive, established players with deep ecommerce and omni-channel expertise, substantial technology investments, and proven approaches for personalisation, customer data management, and seamless omnichannel experiences.
“In fact, our recently released report, Digital, Marketing & eComm in Focus 2025, shows 75 percent of all surveyed brands felt their eCommerce maturity lags behind global leaders and they have work to do. 62 percent of leaders believe their business understands the importance of delivering an omnichannel experience, which suggests a pretty big number of those that still don’t.
“Looking at just retailer respondents from our data, we know that 36 percent of retailers believe their maturity compared to global leaders is very low or low. When we include moderate maturity, that grows to 67 percent. In fact, only 2.5 percent of retailers believe their maturity is very high and on par with global leaders.
“Alarmingly, the research also found 84 percent of brands believe they are ‘emerging’ at best when it comes to building a unified view of the customer. A unified view of data underpins personalisation, effective reporting and measurement, all of which are vital for repeat customer business.
“Whilst many Australian retailers are not the size and scale of global players, upweighting capability to better compete with global leaders is important for Australian businesses if they want to remain competitive or relevant to customers.”
Billy Loizou, Area Vice President, Asia-Pacific at Amperity
“For brands, turning one-time buyers into loyal customers starts with delivering experiences that are personal, seamless, and memorable. But many businesses fall short – not because the goal is flawed, but because their customer data is incomplete or outdated.
“It’s not enough to track who’s in your loyalty programme. You need to understand how each customer interacts with your brand over time, and how those behaviours influence their value. Without reliable identity resolution, that visibility just isn’t possible.
“Amperity helps solve this by using AI to unify first-party data across every customer touchpoint. The result is a live, always-improving profile of each customer – even if they use multiple email addresses or shop across different platforms.
“UK fashion retailer New Look recently partnered with Amperity to unify its customer data. From that pilot alone, we uncovered a potential £2.1M revenue opportunity by converting just 5 percent of one-time buyers into repeat customers.
“Once you have a clear picture of who your customers are and how they behave, your loyalty strategies and personalisation efforts become far more effective.”
Sarah Richardson, Founder and Director at Australian Loyalty Association (ALA)
“Turning a one-time buyer into a loyal customer starts with creating meaningful and personalised value. True loyalty is elusive and complex, inviting members on a lifelong journey where they feel seen, supported and appreciated.
“Today’s customers aren’t just looking for products; they’re searching for experiences. Yet according to our research at the Australian Loyalty Association, only 48 percent of retailers truly understand individual customer channel preferences, highlighting a significant gap in delivering seamless, connected experiences.
“The retailers leading the way are those who continuously deepen their understanding of each customer’s needs, expectations and behaviours and pairing those insights with strong digital foundations. By doing so, they deliver connected customer experiences that build loyalty and power future growth.
“Consistency across every channel also matters. When your brand voice, service and support align across touchpoints, you build credibility and customers form a trust in your brand. Adding feedback loops into the journey ensures you’re not just talking at customers, but with them, creating space to adapt and improve based on their needs.
“Loyalty is a long game. Statistics tell us that increasing customer retention by just 5 percent can boost profits by up to 95 percent. For SMEs, that means treating every interaction as an opportunity to deepen the relationship and turn one-time buyers into lifelong brand advocates.”
Daniele Iezzi, Group Retail Director APAC at Reward Gateway
“With the RBA holding interest rates steady, economic uncertainty and a drop in consumer confidence are putting even more pressure on household budgets. As a result, Australian consumers remain price sensitive, making them more selective about where they shop. For SMEs, this makes retention even more critical, turning one-time buyers into repeat customers.
“But, the important thing to note is the loyalty element doesn’t always require a big budget!
“Customers crave personalised experiences, and SMEs can swiftly achieve this connection with CRM technologies, helping to recall specific details about each customer and understand their spending habits. This allows SMEs to share tailored product recommendations or exclusive offers to each customer, helping to build customer loyalty.
“Social media marketing is another budget-friendly option. Businesses can use their social platforms to showcase new arrivals, respond to questions, or run polls that make the customers feel heard. Ultimately, when businesses show they understand their customers’ needs and preferences, they build trust and loyalty, and that’s what brings people back.”
Elise Balsillie, Head of Thryv Australia and New Zealand
“Many SMEs put enormous effort into securing a first-time customer, however, they might miss the mark when it comes to bringing them back. It is understandable – juggling operations, admin and marketing can be overwhelming. However, building repeat business doesn’t necessarily mean more work, it just needs more intention.
“It is no secret that customers return when they feel valued. Whether it is a thoughtful follow-up, an authentic thank you message, or a gentle reminder about an upcoming service, it can go a long way. When those touchpoints are consistent and timely, you not only stay in front of customers, you also build invaluable trust.
“Simple systems that streamline bookings, confirm appointments and collect feedback, show your business is listening and improving. These small acts often make the biggest of impacts with a customer’s decision to return, or not.
“It also helps if your business makes it easy. If your customers have to jump through hoops to engage again, they often won’t. Being responsive, clear and consistent across channels, helps remove those barriers. When done well, retention builds predictability and takes the pressure off relentless lead generation and creates space for better service.
“With a few small changes, repeat business can become a natural part of how your business grows – steadily and sustainably.”
Linda Reed-Enever, Marketing & Business Strategist, Enever Group
“Turning a one-time buyer into a repeat customer begins with one simple principle: make their life easier.
“That means delivering not just a great product or service, but a seamless, memorable experience from the first interaction to follow-up. Personalised communication, thoughtful post-purchase care, and timely, relevant offers build trust and loyalty over time. Consistency matters and people come back when they know what to expect and they feel seen.
“Nurture your audience through your marketing, show them how you solve their problems, and stay in touch beyond the transaction. Relationships drive repeat business.”
John-David Klausner, General Manager, International at Loop
“Returns and the overall post-purchase experience is a massive opportunity for retention. Loop conducted a report last year that showed 75% of Aussie shoppers say they are unlikely or highly unlikely to purchase from a retailer again after having a negative returns experience. In other words, the returns experience is “make or break” when it comes to reconversion and the bottom line.
“Ensure your returns policy is easy to find and understand with clear guidelines on the return window. If there’s a special sale happening that changes the return guidelines, it’s important to make that clear when customers are checking out. Where possible, offer store credit or fast exchanges to encourage re-engagement, rather than refunds that end the customer relationship altogether. If a delivery is delayed, be upfront. Let customers know what’s going on before they have to ask. A sincere apology and a small incentive, like 10% off their next purchase, can turn frustration into goodwill. People don’t expect perfection, but they do expect honesty. Handling problems with clarity and care can strengthen trust and keep them coming back.”
Peter Curran, Founder & Business Development Manager, Digital Surfer
“There’s a saying that comes from the Pareto Principle that says 80% of your future profit will come from 20% of your existing customers. So, investing in re-marketing to existing clients is just as valuable than finding new business. There’s many ways you can do this, particularly for eCommerce businesses, but some of the most effective methods for any business include:
- SMS and email marketing, sending updates and exclusive offers for existing customers/clients.
- Re-marketing ads, which show people who have already been on your website your ads on social media or search engines.
- Replenishment/service reminders, like an annual message to get your teeth cleans, car serviced, etc.
- Loyalty programs, where you give points for reviews, purchases, etc. and special offers on their birthday or purchase anniversary.
- Personalised recommendations, using AI to send them other products they may like based on their purchase.
“Although most importantly is ensuring you provide a good experience during that first service or product so they want to actually buy or use you again. Having a marketing agency who can adapt your strategy for your industry and target audience is worth their weight in gold.”
Lea Waldron, Senior Account Manager, TBS Digital Labs
“Turning a one-time buyer into a loyal customer starts with how you onboard them. A strong, thoughtful introduction shows you care about their goals, not just the transaction. It sets the tone for a relationship, not a one-off project.
“Consistency matters and delivering high-quality work within agreed timeframes is important, and be honest when things don’t go to plan. Integrity and clear communication build trust and trust brings people back.
“Go beyond the immediate brief. Always be thinking one step ahead for your client or customer. Even if they don’t need more work right now, if they know you’re looking out for their business and they’ll remember you when they do.
“Most importantly, focus on outcomes. When clients see that you’re invested in their bottom line, not just your own, they see you as a partner, not a provider.
“Repeat business is earned through care, clarity, and commitment.”
Sangeeta Mudnal, Chief Technology Officer at Glu.ai
“Turning a one-time buyer into a repeat customer hinges on delivering relevance, value and most importantly, conversation.
“‘Conversational commerce’ is not just changing how consumers shop, it’s transforming how retailers build brand experiences. In a landscape where AI assistants increasingly mediate the relationship between brands and consumers, staying top-of-mind requires ongoing, personalised engagement.
“That’s where platforms like Glu.ai come in. Glu helps SMEs build creative muscle at scale by organising digital assets with automatic tagging, generating tailored content suggestions, and automating time-consuming tasks like cropping and resizing. These efficiencies mean retailers can stay consistent and relevant, especially in a saturated ecommerce market.
“When you can rapidly produce content that aligns with how and where your customers are having conversations, you’re far better positioned to re-engage them – whether that’s through personalised product recommendations, post-purchase check-ins or exclusive offers.
“As conversational commerce becomes the dominant paradigm, fluency in this space will be critical. SMEs who embrace this shift early will have the brand agility and engagement tools needed to turn first-time buyers into long-term customers through the power of smart, scalable conversation.”
Simon Coburn, CEO, JT. Production Management
“The secret to turning one-time customers into loyal ones lies in the quality and value you provide, particularly in the saturated event management and Professional Conference Organiser (PCO) market, but this is true for all SME’s.
“While selling more units or services may deliver an immediate revenue boost, it doesn’t always translate into happy customers. In event services, it’s easy to create a laundry list of chargeable add-ons, but in an industry that is all about creating memorable experiences, who really benefits? Instead, focus on providing value. Offering lower prices can negatively impact your quality and growth.
“We like to use the ‘1% philosophy’ and aim to make incremental improvements, rather than pushing big changes or charges. How can you offer a small yet impactful extra that genuinely enhances your customer’s experience?
“Focus on building relationships above all and see each interaction or sale as a stepping stone to a more meaningful and mutually beneficial partnership. Building customer loyalty requires continuous understanding of and meeting customer needs and goes beyond the transactional, delving into motivations, preferences, pain points, and evolving circumstances. In turn, customers will become your biggest advocates and return time and time again.”
Richard Taylor, Managing Director, Digital Balance
“For many SMEs, the hardest and most expensive work goes into securing the first sale. The real profit, however, is unlocked by what happens next. Turning a one-time buyer into a repeat customer hinges on a strategic and thoughtful post-purchase experience.
“The journey begins the moment the first transaction ends. Go beyond the automated receipt with a personalised thank-you email that offers genuine value. For example, a quick guide on how to get the most out of their new product or exclusive care instructions is a simple gesture that shifts the relationship from transactional to relational.
“Next, use what you know. Leverage the data from their first purchase to send relevant, timely follow-ups. Instead of a generic email, show them a complementary product or a new arrival in a category they’ve already shown interest in.
“Finally, make them feel like an insider. A simple loyalty program, an exclusive discount for their second purchase, or early access to a sale can create a powerful sense of community. By showing customers you value them beyond the initial sale, you build the trust that transforms one-time shoppers into your most reliable source of revenue.”
Narendra Shukla, Director – Consulting Services, Edwise Consulting
“Simplicity leads to clarity. To keep things simple, SMEs should ask three pertinent questions if they want to turn a one-time buyer into a repeat customer:
- Why should I turn a one-time buyer into a repeat customer?
- Why will a one-time buyer become a repeat customer?
- How can I convert a one-time buyer into a repeat customer?
“First, repeat customers are more valuable in long run. They are much likely to spend more, buy more often, and are inexpensive to retain than acquiring new ones. When customers are satisfied, they can help in building brand recognition through word-of-mouth and referrals.
“Second, a one-time buyer becomes a repeat customer when they feel the value is clear. That means receiving the right product or service, delivered at the right time, in the right way, and at a fair price. When the experience is smooth and meets expectations, they’re much more likely to return.
“Third, in my experience, the missing link isn’t always data; it’s knowing what not to do with it. Often, just stopping irrelevant follow-ups improves retention more than launching loyalty programs. SMEs should use insight to personalise offers, tailor communication, and stay relevant.
“Using the right tools, and when needed, expert support, can help SMEs to gain valuable customer insight and make data-driven decisions to turn one-off buyers into loyal ones.”
John Rosato, Digital Marketing Director, Soul+Wolf
“Personalisation in Post Purchase
“Retention starts the moment a purchase is made. This includes timely order updates, helpful care tips, review requests, and exclusive offers—all tailored to the product purchased or the customer’s relationship with your brand.
“SMEs should harness first-party data to build automated flows that respond to individual behaviours. Whether it’s a special offer on their second order or a curated introduction to complementary products, relevance is key. One simple yet powerful tactic stands out: incentive-based review requests.
“By offering a discount or gift with a subsequent order in exchange for a review, you not only generate valuable social proof to influence future buyers, but you also encourage repeat purchases from your most satisfied customers. The result? Not just higher repeat order rates, but significantly stronger customer lifetime value.”
Luke Maddison, Co-Founder & CEO at Sintoro Sales & Marketing
“Growth in any business is important, but one off deals alone isn’t the answer. The better move? Make sure every first-time buyer has a reason to come back.
“That starts with what you sell. If your offering only solves one challenge, there’s nowhere to go. The best businesses create cross-sell and upsell opportunities that give them the ability to scale. Think: what else will this client need in 3, 6, or 12 months?
“Next, focus on the client experience. Was it easy? Did you deliver what you promised? Most companies overpromise and underdeliver so doing what you say you will stands out.
“Then layer in smart incentives. Could you offer a repeat purchase discount, a loyalty perk, or a better price for a longer contract? None of this has to be flashy, it just has to make the next decision easier.
“We help clients design customer journeys that go well beyond the first sale. Because long-term growth isn’t just about more deals alone, it’s also about smarter retention.
“Repeat customers are your best marketers. Make it easy for them to stick around.”
Steven Nicholson, Founder, GearChange Business Advisory
“You’ve done the hard work – generating leads, pitching your offer and hopefully securing the sale. The time and money spent landing every new customer is your customer acquisition cost (CAC). As your CFO, I am laser-focused on ensuring that this investment is not wasted by not turning a one-off buyer into a repeat customer.
“Fundamentally, you need to know whether your customer was satisfied with their initial purchase. If not, they are not likely to come back again, and worse, they may tell others about how unsatisfied they were, which in turn makes it harder for you to generate new leads. Customer satisfaction is the result of a simple equation:
Customer Satisfaction = Customer Experience – Customer Expectation
“It starts with knowing the expectations of your customer and then meeting or, hopefully, exceeding those expectations with the customer experience you provide. You can manage expectations through marketing and not over-promising to secure the sale. You should then seek customer feedback around experience of your product or service and action any deficiencies.
“Set KPIs to measure how you perform against both parts of this key equation and your investment in customer acquisition will continue to provide a return through repeat customers.”
Kunal Joshi, Co-Founder, Bang on Brows
“At Bang on Brows, we’ve never tried to be the cheapest — and we don’t need to be. Clients choose us in a price-driven market because they get value that goes beyond the service itself.
“We put in the extra effort; we keep notes on what clients like, send appointment reminders, and ask for anonymous feedback every third visit. Our team is trained under the same standardised system, so every client can expect the same quality, every single time — no surprises, no inconsistency.
“Something as simple as remembering how someone likes their brows shaped or recommending the right product (not the most expensive one), builds trust. It tells the client, ‘You’re not just a number here.’
“We also create newsletters that reflect who we are – not just promotions, but things like curated playlists from the salon that clients can enjoy at home.
“Clients don’t return because they were sold to – they come back because they feel seen, remembered, and valued. In an industry full of rushed appointments and rotating faces, it’s the consistency, care, and human connection that keep them loyal.”
Saurabh Arora, CEO, Eminence Finance Group
“Sustainable business growth ultimately depends on how well you develop lasting client relationships, not just acquiring new ones. When you win a new client, you can fall into the set-and-forget trap, missing vital opportunities to earn trust and build loyalty.
“For example, we initiated regular financial health checks for our clients, saving them over $37,000. If all mortgage brokers did this, helping Australian homeowners refinance proactively, the national savings could be over $5billion. But they don’t, because they are afraid that if they proactively contact the client before the term is up, they’ll open up a can of worms.
“This sort of customer-first approach has earned us a 98% client retention rate in an industry where 40% to 50% is the norm. We think more about what’s best for the client than what’s best for us.
“Consistent, forward-thinking value delivery builds loyalty. You need to be actively identifying and addressing clients’ future requirements, initiating support before existing terms expire or new needs manifest. This commitment to pre-emptive value demonstrates unequivocally that your relationship extends far beyond the initial transaction, embedding genuine partnership into your business model for long-term success.”
Chiron Yeng, Founder & Business Coach, Chiron Yeng Coaching Services
“Turning one-time buyers into loyal clients isn’t about flashy marketing or constant promotions. It’s about trust. In my business, I focus on heart-centered leadership, which means showing up with authenticity and creating real human connection. People remember how you made them feel, not just what you sold them.
“The key is to lead with purpose, not performance. I believe customers come back when your product or service genuinely transforms their life. That kind of impact comes from knowing your values, owning your story, and building relationships with integrity. Not from scripted sales tactics.
“In my experience, there are four things that create repeat clients:
- A unique offer shaped by your lived experience.
- Self-leadership that shows you use what you sell.
- High-touch, trust-building conversations that help people feel seen.
- A lifestyle that reflects the transformation you offer.
“If your business aligns with who you really are, people can feel it. They’re not just buying from you once. They’re choosing to walk alongside you. In a world full of noise, authenticity is your biggest advantage. And when people trust your heart, they come back. Because they want to, not because they have to.”
Michael Russell, Managing Director at Finwave Finance
“Turning a one-time buyer into a repeat customer isn’t about gimmicks, it’s about trust, timing, and relevance.
“SMEs often over invest in customer acquisition and underinvest in post-purchase engagement. But the most profitable growth often comes from those who’ve already said yes once. At Finwave, we’ve found that structured follow-up is key. We send an email 30 days after a loan settles, a personalised check-in six months later, and an invitation to refinance or upgrade when market conditions shift.
“To do this well, SMEs must map the customer journey beyond the transaction. Ask yourself: when will this customer need me again? What changes in their life or business could re-ignite demand?
“Then use tools such as simple CRMs to automate reminders, flag important dates, and personalise communications. Offer engaging information, not just offers.
“Most importantly, listen. If your first interaction was a sale, the second should be a service. Because the best way to win repeat business isn’t to sell more, it’s to solve more.”
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