In this week’s edition of Let’s Talk, we’re tackling a game-changing question for any business owner: How do you turn a one-time buyer into a loyal customer?
Whether you’re running an online store, offering a service, or anything in between, customer loyalty is your ticket to long-term success. We’ll uncover simple, yet powerful strategies to keep customers coming back for more—and why building strong relationships is now more crucial than ever in today’s fast-paced market.
Get ready for tips that will transform your customer base and elevate your business!
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Zoe Goodhardt, Head of Growth and Marketing and Partner at TAG
“People are naturally drawn to businesses that align with their values and foster connection. To turn a one-off customer into a repeat buyer, start by building a community around your brand. Focus on engaging customers through personalised experiences, an active social media presence and sharing content that adds value and speaks directly to their needs.
“To stay front of mind, consistency is key. Communicate regularly through email campaigns, loyalty programs and social media platforms. Check in with updates, offers or even tips and tricks relating to your product or service.
“Show genuine appreciation with thank-you messages or exclusive deals for returning customers. Thoughtful gestures like these will make your audience feel valued.
“Remember, encouraging repeat purchases isn’t about transactions, it’s about building relationships over the long term. A loyal customer will come back not because they have to, but because they want to be a part of your brand’s story.”
John-David Klausner, Senior Vice President, Business Development, Loop
“In the retail sector, returns and the overall post-purchase experience is a massive opportunity for repeat purchases. Loop conducted a report earlier this 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.
“There are a few ways for retailers to ensure their returns process is seamless for the customer. Brands are increasingly using returns features to keep shoppers engaged before, during and after a return or exchange by offering tailored product recommendations, bonus credit offers, and more. Using these features can also make it easy for retailers to tailor return policies to individual shoppers and send customised communications that will help keep customers engaged with the brand.”
Arjun Paliwal, Founder and CEO at InvestorKit
“Turning a one-time customer into a loyal, repeat client isn’t just about delivering great service—it’s about building meaningful connections and creating long-term partnerships. At InvestorKit, we empower our clients by sharing insights, educating both first-time and experienced investors, and fostering transparency at every step.
“What truly sets a successful business apart is how they engage with their clients. For example, by shifting from a transactional model to a relationship-driven approach through the introduction of bi-annual post-purchase check-ins, we stay actively involved in our clients’ investment journeys, offering guidance and continually adding value. This deeper level of involvement not only strengthens client satisfaction but also leads to a significant increase in repeat business and referrals.
“Building loyalty also means recognising each customer’s unique needs. By focusing on personalised engagement, we foster stronger connections. For instance, our regional ‘cluster buying’ strategy involves dedicated teams in key areas, building relationships with local agents and gaining access to off-market opportunities, giving our clients a competitive edge.
“When you move away from a one-size-fits-all approach and prioritise personal engagement, you turn customers into long-term advocates. By consistently delivering value and adapting to their evolving needs, you can turn one-time buyers into lifelong partners who not only trust you but also rely on you to grow their wealth.”
Annette Densham, Awards writer
“Ensure your product or service actually works. When consumers get what they wanted or were expecting, they’re more likely to come back, if you deliver on your promise. Word of mouth comes from happy customers. People talk.
“After the sale, don’t just vanish. Keep the conversation going. Update your clients/customers (but not too often to be annoying), share helpful tips, or check in to ask how they are doing. Get personal—we live in a time when people are realising that being vulnerable and open is not a character flaw.
“Listen to what your customers tell you. Listen when they have feedback or questions. Respond and REALLY listen. Then take action. There’s always something to learn from stuffing up. There’s a real buzz about knowing you’ve wowed people. People don’t care how much you know until they know how much you care.
“Follow through on your word. Whether you’re promising about a delivery format or dealing with a respective concern, following through on your commitments builds your trustworthiness. Repeat business relies on trust.
“Follow up after people pay their invoice. ‘How’s everything working out for you?’ goes a long way. It shows you care and keeps the door open for more business.”
Kumar Mitra, Managing Director, ANZ, Lenovo ISG
“Turning a one-time customer into a repeat buyer starts with building trust and creating real value for them. It’s about more than transactional interaction—it’s about forming a partnership.
“Start by understanding what the customer truly needs, not just today but in the long run. Show them how your smarter solutions can help them grow and adapt to future challenges. When they see you’re invested in their success, they’ll keep coming back.
“Next, make it easy and flexible for them to work with you. Whether customizing how they use your products or offering the right support at the right time, these small touches show that you’re listening and you care.
“Be proactive – anticipate their needs and show them how the latest innovations can make their work easier or more efficient.
“Finally, focus on being there when it counts. Reliable service and timely help make customers feel valued—they’ll see you as the right partner they can count on.”
Michael Haynes, SME Business Growth Specialist, Listen Innovate Grow
“For those of us in B2B Professional Services such as Accounting, the key to turning a one-off customer into a repeat client is that you must deliver recurring value as it is defined by your target clients. Therefore, it is imperative that you are continually listening to your target buyers (i.e those who actually make the decision or influence the decision to purchase your firm’s services) to identify opportunities where they seek recurring value. Examples of ways to capture those insights include conducting roundtables, client advisory panels or strategic client workshops.
“Once you have gained these insights, work with the cross-functional teams within your firms to identify ways to deliver recurring value.
“Some examples include: implementation support, enhanced service levels and client engagement initiatives such as VIP executive programs, communities and mastermind programs.”
Florencia Mostaccio, Head of Research & Experience Design, Restive
“Turning a one-time buyer into a loyal customer hinges on three critical factors: value, service, and brand experience.
“Value is non-negotiable. The product or service must make a meaningful impact, whether it’s solving a pressing problem or sparking moments of delight. Customers return to brands that consistently deliver outcomes they care about.
“Next, streamlined service is essential. For online retailers, fast delivery, flexible return policies, and responsive customer support aren’t just nice to have—they’re the baseline for creating frictionless experiences that foster trust and loyalty.
“Finally, in an era where AI sets new standards for usability, brand experience has become a key differentiator. Companies that lead will combine impeccable design and seamless user experiences with moments of genuine emotional connection, turning transactions into lasting relationships. In the future, businesses that prioritise and invest in design and user experience will dominate the e-commerce landscape.
“When these three elements align, businesses can transform first-time customers into repeat buyers—and ultimately, brand advocates.”
Andy Reid, High Performance Coach, Speaker & Author of ‘Success Curious’, Andy Reid
“In retail, gone are the days that your product will be the thing that people will want to come back for unless you have some unicorn product that the world can’t live without, and even then convenience will trump all if they can simply buy it online. Stores need to be more than just transactional, they need to provide an experience that supersedes any sense of inconvenience caused by walking into the store, whilst enhancing the product sentiment (otherwise they need to shut down and go completely online). In services, the critical pieces to creating repeat business comes from the ability to ask the right secondary questions, as well as a feeling of customisation towards the customer and the setting of expectations moving forward. Lots of services will ask standard questions (name, requirements, contact details), but by digging that small amount deeper by asking a question relating to an initial answer, clients begin to feel heard which means that they begin to feel connected to your service.
“Making suggestions based on what you’re hearing, and then explaining why they would be useful based on the customer’s reason for calling will then solidify your position in their mind as the person who understands them. If you can actively help them by doing something beyond their basic requirements, then they’ll not feel the need to question you moving forward. Then, removing any lingering anxiety by setting expectations moving forward, that will allow for the customer to feel like they can trust you (providing you execute on those expectations).”
Jonathan Reeve, Vice President, APAC at Eagle Eye
“Today’s consumers expect more personalised experiences. As discussed in Eagle Eye’s latest ebook, In the very near future, we should expect to see hyperpersonalisation become the standard rather than the exception to turn one off customers into a repeat buyer. In fact, customers already expect tailored experiences based on their preferences and past behaviours.
Modern hyperpersonalisation is a highly data driven AI-enabled approach to one-to-one marketing. Innovative businesses are now able to collect, classify and analyse large volumes of data to produce highly individualised insights, recommendations and offers.
“At the same time, loyalty-based marketing to attract repeat customers is undergoing significant change given the rise of modern data science, AI and cloud computing.
“Businesses that can capture a customer’s favourite brands, products, shopping habits and budgets are more likely to earn their trust and loyalty, turning them into repeat customers. By embracing hyperpersonalisation strategies and technologies, businesses stand to forge stronger customer relationships, drive greater loyalty and achieve success.”
Fleur Allen, Business Success Coach, Ask Fleur
“Building a loyal customer base is vital for long-term business success. So how do you turn a one-off customer into a repeat buyer? It all starts with building a relationship rather than treating the interaction as a one-time transaction.
“Understanding your customers and the problems you solve for them is key. If you’re unsure, ask! Honest, two-way communication is the foundation of loyalty. Speak to your customers in a respectful, conversational tone, as if face-to-face. For example, as an online Business Coach, I create a customer profile to step into my client’s shoes, experiencing the journey exactly as they do. This practice ensures their experience aligns with expectations and provides invaluable insights for improvement.
“Another important step is to plan your ideal customer journey. Designing a path that encourages repeat interactions and purchases, offering solutions that genuinely address your customer’s needs. By mapping out this journey, you demonstrate a deep understanding of your customers while creating a sustainable growth strategy for your business.
“Lastly, feedback is crucial. It’s very important to provide multiple opportunities for customers to share their thoughts, both formally and informally. This feedback not only shows customers that their voices matter but also offers invaluable input for refining and improving your offerings.
“The secret to turning one-time buyers into repeat customers lies in fostering trust, understanding their needs, and consistently delivering value. With these strategies, businesses can build lasting relationships that benefit both customers and their bottom line.”
Kieran Nolan, Senior Director Retail for Australia at Blackhawk Network
“Turning one-off customers into repeat buyers needs a careful balance of strategy and personalisation. The secret sauce is a well-crafted and strategic loyalty program that seamlessly integrates with the customer journey.
“A good loyalty program isn’t just about points and discounts; it’s about creating a compelling narrative that customers want to be part of. Blackhawk Network (BHN) research shows that shoppers prefer small, easy-to-earn rewards rather than the promise of a big payoff. In fact, 80% of consumers look for opportunities to redeem points for rewards at values well below the $100 mark.
“Incorporating a regular cadence of benefits, and the ability to unlock new perks incentivises repeat purchases and creates a sense of progression and achievement. It could be a unique discount, a birthday gift, or credit to spend on their next purchase. The aim is to use unexpected moments of joy to turn a transaction into a memorable experience.
“Gift cards are an excellent way to share these rewards while also encouraging further spending. One BHN study found that 58% of consumers who used a $100 gift card, spent on average an additional $82 on their purchase.
“Ultimately, the goal is to create an emotional connection. When customers feel genuinely appreciated and understood, they’re not just likely to return – they become brand advocates, spreading positive word-of-mouth and driving organic growth.”
Narendra Shukla, Director – Consulting Services, Edwise Consulting
“Turning a one-off customer into a repeat buyer is not just about offering a great product or service, it’s about creating an experience that resonates with them and builds lasting trust. It’s about making the customer feel understood, valued, and eager to come back. Here are some basic steps to achieve this:
- Know the customers deeply: Take time to Listen to them and collect insights to understand their pain points and aspirations. Synthesise the data and customise products and services that address customers’ needs and aligned with their aspirations.
- Provide a Consistent Experience: Customers expect their interactions with your business to be smooth, no matter who they deal with. Make sure teams work together so customers don’t need to repeat themselves. These builds trust in your business.
- Be Honest and Transparent: Don’t make promises your product or service can’t deliver. Being clear and truthful builds trust and keeps customers coming back.
- Prioritise Customer Experience: Make customers the focus of your business. When they feel appreciated, they are more likely to stay loyal. Work on making their experience better.
- Reward Loyalty: Give benefits or rewards to repeat customers. Showing appreciation for their support encourages them to return and recommend your business.”
Christopher Melotti, Brand Comms Consultant, Content Marketing Advisor, Strategic Copywriter, AI Ethicist Policy Writer & Founder of Melotti Content Media
“One-off customers are great. However, they cost a business 3x more than repeat buyers on average. That’s why it’s in your best interest (and theirs) to retain them. This is where Nurture Marketing comes in.
“Nurture Marketing ensures value doesn’t cease after the first transaction. To succeed, you need to be creative and innovative. For example:
- Develop packages that offer ongoing value.
- Maintain open communication to build trust.
“When a customer makes their first purchase, tailor your nurturing around it. Use that as an anchor point to anticipate what they’ll need next. For instance, if you’ve provided a marketing plan, offer the execution of that plan. Don’t just have a cookie-cutter approach – fully leverage your knowledge and experience, and base your next step off that first purchase.
“Why? Ongoing clients are far more valuable than constantly chasing new ones, so it’s worth investing time in perfecting the nurturing process.
“As a marketing consultant, my advice is to use the insights you gain from selling to them. Their decision to choose you and their reaction reveals what they value and what challenges they still face. Use this to retain them effectively.”
Richard Taylor, Managing Director, Digital Balance
“Turning a one-off customer into a repeat buyer starts with delivering an exceptional first experience. Ensure the purchase process is seamless and the product or service meets, or better yet, exceeds expectations. But that’s just the beginning.
“Follow up with personalised communication. A well-timed email thanking them for their purchase and suggesting complementary products shows attentiveness. Use data from their initial interaction to personalise recommendations and provide relevant offers. This not only drives interest but also builds trust.
“Loyalty programs can be powerful motivators. Even simple incentives, like discounts on their next purchase or points systems, encourage customers to return. Consider exclusive perks for repeat buyers, such as early access to sales or free shipping.
“Don’t overlook the power of great content. Engaging newsletters, helpful how-to guides, and insightful tips related to your product keep your brand top of mind. Pair this with strategic retargeting campaigns to re-engage customers without feeling intrusive.
“Lastly, seek feedback. Ask customers about their experience and use their input to improve. When customers feel valued, they’re more likely to return. Consistency in delivering quality and personalised engagement creates not just repeat buyers but loyal advocates for your brand.”
Saurabh Arora, CEO, Eminence Finance Group
“Building a loyal customer base is essential for any business, and relying solely on one-off customers isn’t sustainable. At Eminence Finance Group, we’ve achieved a 98% customer retention rate by focusing on proactive service and genuine care and this approach has fueled remarkable growth for us.
“It’s about going the extra mile to make the experience stress-free. For example, we ensure clients never have to chase us for information, provide clear communication, and request documents only once. This efficiency builds trust and demonstrates respect for their time and ensures they not only come back to us for more they also refer people like themselves to us.
“In the finance world, we understand the lifetime value of a customer – from assisting with first home purchases to investment strategies, and retirement planning. So I encourage you to think about the ‘life of your customer’. How can you provide ongoing value and support, proactively anticipating their needs and offering exactly the right solutions at precisely the right time? You can apply this to any business and turn a one-time interaction into a lasting client.
“Staying connected with your customers, not just offering services, will build genuine relationships that stand the test of time.”
Hunter Leonard, Founder and CEO at Blue Frog Marketing Pty Ltd
“The secret to turning a one-off customer into a repeat customer is to move from being transactional to serving clients.
“If you are able to do what you say you are going to do, and perhaps even do just a little bit more to delight the customer instead of just satisfying them, you are going to be well on the road to building a loyal customer base with a superlative lifetime value.
“Any smart business owner today knows that constantly hunting for new customers is expensive, difficult and frustrating. You spend 8 to 10 fold more on acquiring a customer than you do on getting repeat business from a customer.
“Whilst some markets are transactional and customers may not buy again, it is also true that many markets support attracting and retaining high value customers.
“In our business we’ve had customers we’ve been servicing for more than twenty years. That takes dedication and focus and an intent to really help the customer. But it isn’t hard when you love what you do, and you care for your customers like you would a friend or family member.
“It will be more profitable and more enjoyable for you and your customers.”
Drew Ridley, Founder, We Are Sprout
“These successful brands—Mecca Cosmetics, Apple, Krispy Kreme, Red Rock Deli, Chobani and A2 Milk—excel not only because of their strong brand strategies but also because they know how to keep customers coming back. How do they do it?
“First, they have a clear brand strategy that taps into their competitive advantage, ensuring the brand experience aligns with the customer journey across different audience segments. Once this foundation is set, they drive customer connection through storytelling. They craft a mix of high-fi and low-fi content that tells compelling micro-stories, delivering the right message at the right moment. These stories are designed to connect emotionally, while also offering rational content—highlighting new features, flavours, quality, value, and promotions—that keeps customers engaged and motivated to repurchase.
“In addition, some brands further nurture loyalty by offering incentives like rewards programs, creating a sense of exclusivity and added value for repeat customers. By combining storytelling with strategic rewards, they build deeper connections and encourage continued purchase.”
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