Once a woman has purchased your brand, she converts from being a prospect to being a customer. Given women’s greater brand loyalty after the initial purchase, they’re basically yours to lose from thereon out-she did decide your brand is the “perfect answer,” after all. As long as you don’t do anything too egregious (she’s forgiving, but only up to a point), she’ll keep coming back.
Marketing to women after the first purchase has two objectives:
- Build the customer relationship and enhance her sense of brand commitment, so she returns to the brand for any subsequent or related purchases.
- Motivate her to become an enthusiastic brand ambassador and recommend the brand to her family, friends and acquaintances.