How to Turn Every Customer into a Regular

Retail marketers love to talk about loyalty. Loyalty programs. Loyal customers. “Brand love.” But here’s the truth most brands only admit to themselves in the post-holiday clarity of late January: the majority of shoppers are basically just passing through.

According to research from Bluecore, nearly three-quarters of shoppers across retail categories are one-and-done customers. They show up, buy once, and vanish quickly like so many of our new year’s resolutions (I swear I’ll use that Peloton this year!). You got the sale, sure, but you didn’t get the relationship.

And that’s a problem. Because getting a customer to buy a second time is the hardest part of the entire customer journey. It’s an uphill battle. You’re fighting inbox clutter, competing brands, life distractions, and the cold reality that shoppers have the attention span of someone scrolling TikTok instead of riding their dusty Peloton.

But here’s the good news: once you do get that second purchase, everything changes. Research shows that after a shopper buys for the second time, their likelihood of making a third purchase jumps by 95%. That second purchase is the gateway drug, so to speak. It’s the difference between “I tried this brand once” and “Oh yeah, I shop there. That’s my place.”

So how do you turn a first-time buyer into a regular? Not a VIP. Not a superfan. Just someone who reliably comes back on a regular basis. Let’s dive in.

1. Follow up fast and make it personal

The clock starts ticking the moment that first purchase is complete. This is not the time for a generic “Thanks for your order” email that looks like it was written by a 2018 template. This is the moment to start a conversation.

A personalized follow-up message does two critical things. First, it reassures the customer that there are real humans behind the brand. Second, it opens the door to two-way communication. And two-way conversations are where loyalty is born.

Ask how the product is working out. Offer help or styling tips. Make a recommendation that actually makes sense based on what they bought. After all, all that information should be easily accessible and actionable in your retail CRM. So if it takes a discount to get that next purchase, use the discount. If it takes offering a personalized styling appointment, offer the appointment. This is not the moment to be shy, because again, that second purchase is a crucial step in gaining their loyalty for the long run.

And speaking of appointments…

2. Lock in the next appointment (yes, it matters that much)

If the second purchase is the gateway, an appointment is the next best thing. Getting a customer to book time with your brand, online or in-store, is almost as valuable as getting them to buy again.

This is because an appointment is a commitment. It’s a calendar invite. It’s mental real estate. And if a customer shows up for an appointment, the odds are overwhelmingly in your favor that one of two things will happen. They’ll either buy, or they’ll have another positive, human interaction with your brand that moves them closer to buying again.

Using tools like Endear’s Appointments feature makes this easy. Associates can schedule one-on-one sessions, prepare in advance, and create an experience that feels thoughtful rather than transactional. Even if the customer doesn’t purchase during that session, you’ve added another strong touchpoint to the relationship.

Regulars aren’t created by accidents, but by the actions and intentions of your team.

3. Send emails that actually do something

Not all email campaigns are created equal. If your email strategy is just “new arrivals” and “20% off,” you’re most likely just leaving money on the table.

Two of the most effective campaign types for turning first-time buyers into regulars are wishlist emails and abandoned cart emails.

A wishlist email is exactly what it sounds like. It reminds customers of items they’ve saved, liked, or shown interest in. These emails work because they reflect intent. You’re not guessing. You’re following up on something the customer already raised their hand for.

Abandoned cart emails work for a similar reason. The shopper was seconds away from buying. Something interrupted them. Life happened. These emails aren’t pushy. They’re helpful nudges that say, “Hey, you were almost there.”

The key is automation paired with personalization. A good retail CRM allows you to trigger these campaigns automatically while still tailoring them to the individual customer. When done right, these emails feel less like marketing and more like a gentle reminder from a brand that’s paying attention. It’s that difference between just marketing and true clienteling.

4. Respond to every review (yes, every single one)

Reviews are not just for future customers. They’re for existing ones too.

When a shopper leaves a review and gets a thoughtful response, it sends a powerful signal that tells them your team is engaged, listening, and still showing up after the sale. That kind of follow-through builds trust.

And remember, everyone reads reviews. Even repeat customers. Seeing a brand actively responding, resolving issues, and thanking people publicly makes buying again feel safer. It reduces friction. It reinforces the idea that if something goes wrong next time, someone will actually care.

Ignoring reviews is the fastest way to look like you disappeared once the credit card cleared. The best retail brands train their team, or even create a review response task force, to make sure to respond to every review they find across both their site, review sites, and even social media.

Turning habits into loyalty

Regular, loyal customers don’t happen by accident. It takes a concerted effort to get that next sale that starts them down the path of loyalty. But it also doesn’t have to take a herculean effort either. One timely message. One appointment. One thoughtful follow-up. One reply that shows there’s a real human on the other side of the screen. As long as it's personal and timely, they can go a long way to sparking a dialog that leads to the next purchase. Because you don’t need every shopper to become a VIP. You just need them to come back. And once they do, the math starts working in your favor.

Because in retail, consistency beats flash. And turning a first-time buyer into a regular is the most reliable growth strategy there is.