How to Increase Sales in Retail: 7 Marketing Automations That Turn First-Time Shoppers into Returning Customers

Hello! I'm Samuel Chapman. 

I'm on a mission to show you that every product based business can flourish and grow, no matter the challenges. Regardless what you sell, or whether you have a physical or online location.

With the right knowledge, tools, and a bit of inspiration, you can achieve amazing results.

If you're running a retail store, you've probably noticed the same challenge... lots of people browse, maybe buy once... and then you never see them again. 

Most retailers lose money not because of slow footfall, but because they fail to follow up with past buyers.

And that’s a costly mistake.

Did you know that even a 5% boost in customer retention can increase profits by up to 95%?

That’s why the smartest way to increase sales in retail isn’t chasing new customers every day... it’s putting systems in place that turn first-time shoppers into repeat customers and loyal fans.

In this article, I’ll share 7 retail marketing automations that keep customers coming back again and again, helping you grow sales without working harder or relying on endless discounts.

Why Repeat Customers Are the Secret to Retail Growth

Here’s a stat that should change how you think about sales:

• Returning customers spend 67% more than first-time shoppers.

• It costs 5–7 times more to acquire a new customer than to keep an existing one.

That means your retail sales strategies should focus just as much on keeping customers as on attracting them.

The good news?

With today’s tools, you don’t need a huge team to make this happen. Retail marketing automations can handle the follow-up, build loyalty, and make sure your store stays front-of-mind... even when customers aren’t actively shopping.

Here are 7 automations to get started with.

1. Automate the Thank You

(The Foundation of Customer Loyalty)

One of the most overlooked yet powerful retail marketing strategies is simply saying thank you.

Most retailers assume the purchase is the end of the customer journey. In reality, it’s only the beginning. The post-purchase experience is what determines whether a shopper becomes a repeat customer or disappears after their first visit.

Why a Thank-You Matters in Retail

• Builds trust: A personal thank-you message makes customers feel valued, not just sold to.

• Sets you apart: Many stores never follow up, so this simple step immediately differentiates you from competitors.

• Encourages repeat sales: By including tips, links, or small perks, you make it easy for customers to return.

And remember: returning customers spend more than first-time buyers, which makes this automation one of the most profitable things you can set up.

How to Automate Thank-You Messages in Retail

1. Collect Contact Information at Checkout

   • Train your staff to ask for email addresses or mobile numbers.

   • Position it as a benefit: “Would you like us to email you care tips for your new product?”

   • Without this step, you can’t build a follow-up system.

2. Write a Thank-You That Feels Human
   Avoid generic, robotic messages like “Your order is confirmed.” Instead, make it warm and personal:

   • “Thanks for supporting our independent store! Here’s how to get the most from your new [product].”

   • Add the store owner’s name or staff signature to build a personal connection.

3. Include Helpful, Value-Adding Content
   This is where you can go beyond a simple thank-you:

   • Share product care instructions.

   • Offer styling ideas, recipes, or usage tips.

   • Suggest related products (without being pushy).

4. Add a Gentle Incentive for the Next Visit

   • A loyalty point for signing up.

   • An invitation to join your customer loyalty program.

   • A “VIP perk” such as early access to new arrivals.

By positioning this as a benefit, you turn a standard email or SMS into the first step in building long-term customer retention in retail.

Pro Tip: Use Multiple Channels

Don’t rely on one format. Some customers prefer emails, others respond better to SMS.

With tools like Klaviyo, Mailchimp, or even built-in POS marketing systems, you can set up thank-you automations that go out instantly, no matter how the customer shops with you.

In-Store Applications

If you’re running a brick-and-mortar retail store, don’t stop at digital. You can:

• Give a small thank-you card with care instructions at the till.

• Add QR codes linking to a “new customer perks” page.

• Invite customers to join your loyalty scheme on the spot.

When combined, these approaches create a consistent experience that strengthens your relationship and dramatically increases the likelihood of shoppers becoming returning customers.

Related: Retail Sales Strategies: 5 Signs Most Shops Miss (The Customer Clarity Code™)

2. Automated Reorder Reminders

(Boost Repeat Customer Sales)

One of the fastest ways to increase sales in retail is to recognise that not every purchase is a one-off.

If your store sells consumable or repeat-use products like candles, skincare, coffee, notebooks, or pet treats then reorder reminders are one of the most powerful automations you can set up.

Why Reorder Reminders Work

• Customers forget. Even your best shoppers get busy and forget to restock until it’s too late. A gentle nudge at the right time makes life easier for them.

• It feels helpful, not pushy. Instead of forcing a sale, you’re offering value: “We thought you might be running low, want us to hold another one for you?”

• Repeat sales build loyalty. Shoppers who come back regularly become returning customers, and these repeat sales quickly add up to higher profits.

How to Automate Reorder Reminders

1. Track Buying Patterns

   • If most customers use a candle in 30 days, set a reminder for 25–28 days after purchase.

   • For skincare or coffee, base your reminder on average usage (often 4–6 weeks).

   • Use your POS or CRM to track product-specific buying cycles.

2. Choose the Right Channel

   • Email: Great for product links, bundles, and loyalty offers.

   • SMS: Perfect for time-sensitive reminders like “Need a top-up? We’ve put one aside for you.”

   • In-app/loyalty notifications: If you run a loyalty app, push notifications work wonders.

3. Craft Messages That Convert
   Examples:

   • “Running low on your favourite blend? Order now and we’ll have it ready for collection.”

   • “Your skincare set is almost finished! Top up today and get 10 extra loyalty points.”

   • “Your last notebook must be filling fast. Here’s a new design you’ll love.”

4. Add Upsell Opportunities

   • Suggest a bundle: “Why not add a second candle at 10% off for the season ahead?”

   • Showcase new arrivals: “This month’s new flavour is in stock add it to your refill order.”

In-Store Retail Example

Imagine you run a local coffee shop with retail beans. Instead of waiting for a customer to pop back in, you could:

• Send an SMS after 30 days: “Your last bag of beans must be nearly empty! Shall we grind another one for you?”

• Offer a subscription: “Sign up once and never run out again! We’ll text you when your refill is ready.”

This type of instore marketing strategy strengthens loyalty because customers feel you’re looking out for them.

Pro Tip: Combine with Loyalty Rewards

Tie reorder reminders into your loyalty program. For example: “Order within the next 3 days and earn double points.” This not only boosts urgency but also reinforces customer retention in retail.

Related: Managing Retail Operations: 7 Strategies to Run a Successful Store Without Burning Out 

3. Birthday & Anniversary Offers

(Create Memorable Retail Experiences)

One of the simplest ways to stand out from competitors and build customer loyalty in retail is by celebrating milestones.

Customers don’t expect retailers to remember their birthday or the anniversary of their first purchase which makes it all the more powerful when you do.

Why Birthday & Anniversary Offers Work

• Creates emotional connection. Shopping becomes personal when a store acknowledges a special day.

• Triggers self-gifting. On birthdays, people are more willing to spend on themselves.

• Builds customer retention. A small gesture can turn a one-time buyer into a returning customer who feels valued.

How to Automate Birthday & Anniversary Offers

1. Collect Dates at Sign-Up or Checkout

   • Train staff to ask: “Would you like to receive a birthday treat from us?”

   • Use loyalty programs to capture birthdays automatically.

   • For anniversaries, simply track the customer’s first purchase date.

2. Choose the Right Offer

   • Free small gift (like a sample or accessory).

   • Percentage discount (but frame it as a celebration, not a sale).

   • Exclusive access: early shopping hours, new collection preview.

3. Craft Your Message
   Keep it personal and celebratory:

   • “Happy Birthday! Treat yourself today, there’s a little something waiting in-store just for you.”

   • “It’s been a year since your first visit! Thank you for supporting us! Pop back in, we’d love to see you.”

4. Deliver at the Right Time

   • For birthdays, send 5–7 days before the date so they can plan a visit.

   • For anniversaries, trigger the email or SMS on the exact day.

In-Store Retail Example

A boutique gift shop could send:

• Birthday SMS: “Happy Birthday, Sarah! Come in this week and choose a free candle (worth £12) with any purchase. We’d love to celebrate with you.”

• Anniversary email: “One year ago today you joined our community, thank you! Drop by this week and receive 10% off your favourite product.”

Pro Tip: Use Handwritten Notes for Extra Impact

Automations are efficient, but you can elevate the experience by mixing in handwritten cards for top-spending customers. This hybrid approach combines the convenience of automation with the warmth of personal service.

Related: Retail Sales Strategies | How to Get Shoppers Who Actually Spend Money

4. Segment & Personalise

(Retail Marketing That Feels Human)

Most retailers send the same message to everyone. But here’s the truth: what excites one customer might bore another.

That’s why segmentation and personalisation are the secret weapon of modern retail marketing strategies.

Why Segmentation Matters

• Boosts engagement. Tailored emails and SMS get higher open and click-through rates.

• Builds loyalty. Customers feel seen when messages reflect their interests.

• Increases sales. Personalised recommendations convert better than generic promotions.

How to Segment Customers in Retail

1. By Product Category

   • Bag buyers, skincare buyers, homeware buyers.

   • Each segment receives updates about new stock in their category.

2. By Purchase Behaviour

   • Frequent buyers vs. seasonal shoppers.

   • High-value vs. discount-driven customers.

3. By Engagement Level

   • Active customers (open emails, shop regularly).

   • At-risk customers (no purchases in 90 days).

Personalisation Strategies That Work

• Product Recommendations: Suggest complementary items.

  • “You bought our botanical tote last month, here’s a matching purse you might love.”

• Exclusive Content: Send styling tips, recipes, or tutorials based on what they purchased.

• Local Relevance: Promote events, workshops, or market stalls in their area.

In-Store Retail Example

A skincare boutique could:

• Segment customers who purchased moisturiser.

• Send a follow-up email: “Customers who loved our moisturiser are raving about our new night serum — here’s 10 loyalty points if you try it.”

Tools That Make It Easy

Platforms like Mailchimp, Klaviyo, or even some POS systems allow segmentation automatically. Start simple (3–4 groups) and grow from there.

Pro Tip: Name Your Segments Creatively

Instead of “Group A” or “Buyer Segment 1,” use labels like “Skincare Enthusiasts” or “Home Comfort Lovers.” This mindset shift reminds you that you’re talking to people, not data points.

Related: 10 Surprising Ways to Grow Your Retail Business Fast

5. Winback Sequences

(Bring Lost Customers Back)

Even your most loyal shoppers sometimes drift away. Life gets busy, routines change, and suddenly a once-regular buyer hasn’t visited in months. Instead of writing them off, you can use winback automations to re-engage them and turn them back into returning customers.

Why Winback Campaigns Work

• People get distracted, not dissatisfied. Many customers don’t stop shopping with you because they had a bad experience, they simply forgot.

• It shows you care. A well-timed “we miss you” message reminds them they’re valued.

• Boosts customer retention in retail. Winbacks are often cheaper than acquiring brand-new shoppers.

How to Set Up a Winback Sequence

1. Decide the Trigger Point

   • For most retailers, 90 days without a purchase is a good benchmark.

   • For seasonal items (like holiday gifts), 6–12 months might work better.

2. Craft Your Message
   Keep it friendly and warm:

   • “It’s been a while since we last saw you! We’d love to welcome you back.”

   • “We miss you! Here’s what’s new in-store.”

3. Offer Gentle Incentives

   • A small loyalty bonus: “Earn double points if you shop this week.”

   • A gift with purchase: “Pop back in and get a free tote with your next order.”

   • Early access: “Here’s a first look at our new autumn collection.”

4. Use Multiple Touchpoints

   • Start with an email.

   • Follow up with an SMS.

   • If you have a loyalty app, add a push notification.

In-Store Retail Example

A homeware shop could send:

• 90-day reminder email: “We’ve missed you, Sarah. We’ve added over 20 new autumn décor pieces we think you’ll love, come take a look.”

• If no response, follow up 7 days later with a loyalty nudge: “Come back this week and earn double points on your next purchase.”

Pro Tip: Highlight What’s New

Customers are more likely to return if they believe the experience will be fresh. Use your winback emails to showcase new stock, seasonal promotions, or upcoming events.

Related: How to Rank Your Retail Shop #1 on Google (Local SEO Guide)

6. Loyalty Automation

(Turn Buyers into Brand Advocates)

If you want to increase sales in retail sustainably, you need a way to reward and recognise your best customers. That’s where loyalty automations come in. Instead of manually tracking who deserves perks, you can set your system to trigger rewards automatically keeping shoppers engaged and coming back.

Why Loyalty Programs Drive Repeat Customers

• Creates habit. Shoppers keep returning to build up points or unlock rewards.

• Builds emotional connection. Customers feel recognised for their loyalty.

• Protects against competitors. It’s harder for a rival to steal a customer who’s close to earning a reward.

How to Automate Loyalty Rewards

1. Set Milestones

   • Example: After 5 purchases, send a message with a reward.

   • After £200 spent, unlock a VIP perk.

2. Automate the Thank-You

   • “Thanks for being a regular! There’s a special gift waiting for you on your next visit.”

   • “Congratulations! You’ve just unlocked our VIP level. Here’s what it means…”

3. Reward Actions Beyond Purchases

   • Leave a review = earn points.

   • Bring a friend = unlock a perk.

   • Attend an event = get a free gift.

4. Make Rewards Visible

   • Use in-store signage to remind shoppers of the program.

   • Send regular updates: “You’re only 2 purchases away from your next reward!”

In-Store Retail Example

A boutique clothing store could automate:

• After 5 purchases: email reward “Enjoy 15% off your next item as a thank-you for your loyalty.”

• After 10 purchases: upgrade status “Welcome to VIP! Get early access to new collections.”

Pro Tip: Create Tiered Loyalty

Tiered programs (“Silver, Gold, Platinum”) motivate shoppers to climb the ladder, turning repeat customers into long-term advocates.

Related: How to Build a Customer Loyalty Program That Increases Retail Sales

7. Review Requests

(Turn Happy Customers into Your Best Marketing Tool)

If there’s one thing that can instantly build trust and drive new sales for a retail store, it’s customer reviews. In fact, studies show that 93% of shoppers read online reviews before buying, and products with positive reviews can see sales increase by up to 18%.

That’s why every retailer should set up a simple review request automation. Not only does this generate social proof, but it also helps you improve your service, retain repeat customers, and attract brand-new ones.

Why Review Requests Work

• Build credibility. Shoppers trust other customers more than they trust advertising.

• Create social proof. Positive reviews reassure new buyers that your store is worth visiting.

• Encourage retention. When you ask a shopper for feedback, it makes them feel valued and more likely to become a returning customer.

How to Automate Review Requests

1. Set the Timing

   • Send an email or SMS 2–3 days after purchase for consumables or small items.

   • For larger purchases (like furniture or premium products), wait 7–10 days so the customer has time to use the product.

2. Craft a Message That Feels Natural
   Examples:

   • “We’d love your feedback! How did we do?”

   • “Enjoying your new [product]? Share your thoughts and help us grow.”

   • “Your opinion helps us serve you better. Could you leave us a quick review?”

3. Make It Easy

   • Include a direct link to Google Business, Trustpilot, or Facebook reviews.

   • For in-store feedback, use a QR code on the receipt or bag.

4. Offer Gentle Incentives

   • A small loyalty reward for leaving a review.

   • Entry into a monthly prize draw.

   • Bonus points in your loyalty program.

In-Store Retail Example

A gift shop could:

• Send an email after purchase: “Thanks for choosing us, Sarah. Could you take 60 seconds to leave a Google review? As a thank-you, you’ll earn 20 loyalty points.”

• Add a review request card with QR code inside each bag, titled “Loved your visit? Tell us about it.”

Pro Tip: Share Reviews Everywhere

Don’t just collect reviews, showcase them. Add them to:

• Your website product pages.

• In-store signage (a “Customer Favourite” shelf talker).

• Social media posts to build credibility.

Reviews aren’t just about attracting new customers. They also help strengthen trust with existing shoppers, encouraging them to return and reinforcing your retail sales strategies.

Bonus: Go Deeper with The Retail Growth Hub

Want to put these strategies into practice? Inside my free community, The Retail Growth Hub you’ll find:

• Exclusive videos and workbooks

• Challenges like “Turn Browsers into Buyers”

• Templates and resources to improve your store immediately

• My free guide: 100 Ways to Get Your Products in Front of More Customers

• Direct access to me for feedback on your strategies

It’s completely free (at the moment), and it’s where I help independent retailers implement these ideas every single week.

👉 Join The Retail Growth Hub here 

Have a great day, 

Samuel Chapman

Retail Growth Coach

@productcoachsam

[email protected]

Got questions or want to chat?

If this post resonated with you, please share it with someone who could benefit from hitting reset and setting intentional goals for their business.

I’m on a mission this year to help as many small business owners as possible have their brightest year yet, and I can only do that with your support.

Drop me a message on Instagram @productcoachsam. I’m here to help you succeed!

Samuel Chapman

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