Publications

DMReview.com, By Eric Siegel

There is a goldmine of growth available to certain lucky businesses: those with many one-time customers. To these companies, with a large portion of new customers never returning, the flow of passers-by presents a unique opportunity.

How can this potential be tapped? What can be done to entice one-time customers to stick around? The standard approach is to pursue improvements in business operations, such as better products, greater relevancy in marketing or more personalized service. Usually, a significant improvement in growth requires a significant investment in one or more of these areas. But, given the steady flow of one-time customers, is there a way to get more for less?

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