How To Make the Most of Your Supercustomers

  • October 18, 2022

By Kayleigh Tanner

A happy woman holding shopping bags
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Is it a bird? Is it a plane? No, it’s… your Supercustomers!

What is a Supercustomer, we hear you ask? Well, let’s get into it. Your Supercustomers are those customers who you can always rely on to open your emails, click, and spend money.

Why should I care about Supercustomers?

When we asked 500 US marketers about their current priorities, “driving greater ROI” was, perhaps unsurprisingly, at the top of the list. But 60% of marketers are struggling to stay interesting and engaging to their customers, which obviously has a very real impact on ROI. So why is this?

We’ve all heard of the Pareto principle, where 80% of your revenue comes from 20% of your customers. That 20%? That’s your Supercustomers! So why do so many of us spend so much time, money, and energy on chasing the lukewarm 80%?

The thing is, your Supercustomers aren’t necessarily the biggest spenders. Instead of focusing purely on what they’re spending, you can also look at factors such as:

  • Frequency of purchases
  • Top tier of sales
  • How long ago was their last purchase
  • How often they’re clicking and engaging with your content

Image showing 80% of revenue coming from 20% of customers

Learning from your Supercustomers

It might seem risky to focus your attention on just 20% of your customers, but when they’re generating 80% of your revenue, it’s a no brainer!

As well as spending their hard-earned cash with you, your Supercustomers also provide you with a huge amount of data. What gets them clicking? What excites them?

Brands can learn from the engagement and purchasing patterns of these Supercustomers to apply this knowledge to the rest of their customer base. Imagine if you could get the other 80% of your customers spending like your Supercustomers!

Strike while the iron’s hot

Clara Montiel, CRM Manager of Strategy at Sally Beauty, identified an awesome opportunity to leverage a viral product to boost signups to their loyalty program. She told us: “We had an item go viral, and customers were signing up daily to be notified when the item would be back in stock. It’s very easy to say ‘Here’s the item, buy it,’ but we also incorporated the loyalty program with potential points that these customers could earn as a reward to themselves. Now we have all these new customers who have signed up to our loyalty program, we can look at next steps to cross-sell other products based on that viral item they bought.”

Our tip? Keep your eye on those TikTok trends – it’s a huge driver of viral products these days, and a top TikTok influencer recommending your product can send its popularity through the roof.

Supercustomers in the retail peak

With Black Friday and Cyber Monday rapidly approaching, that can only mean one thing – the retail peak is almost upon us. And guess what? Your Supercustomers are key to unlocking your best holiday peak yet – even in today’s tough economic climate.

Your Supercustomers keep clicking, engaging, and spending through the year, so it makes sense to reward them when it really counts. But these are your SUPERcustomers, and they deserve better than a 20% discount.

Ways to reward your Supercustomers in the retail peak include:

  • Deeper discounts
  • Free products
  • Early access to holiday sales

Rachel Boyles, Senior Product Marketing Manager at Salesforce Marketing Cloud, thinks that early access is a winning strategy, saying: “One of the biggest trends we’re expecting this year is giving your Supercustomers early access to sales and seasonal events. Any time you can give your Supercustomers early access shows them they’re getting a little bit more out of their relationship with you based on their loyalty to you as a brand, and as a bonus, they can plan more accordingly. Early access gives them the opportunity to spend more of their budget with you, without having to worry about items running out of inventory.”

Also, amidst the gift-buying frenzy, remind your Supercustomers to treat themselves while shopping for everyone else! Now might be the time to offer an extra little discount on that product they’ve had in their cart for the last month…

Trying to get ahead of the competition?

Check out our Learning Hub for everything you’ll need to know!

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