In the ever-evolving landscape of retail marketing, strategies that focus solely on attracting new customers can leave long-term growth on shaky ground. While customer acquisition is essential, it’s the retention and nurturing of returning customers that fuel sustainable success.
One of the most effective yet underutilized ways to build trust with returning customers is by combining the Net Promoter Score (NPS) framework with SMS marketing. This approach not only helps retailers measure customer satisfaction but also creates a proactive channel to reinforce brand loyalty and trust.
So, is trust-building with returning customers part of your retail marketing strategy? If not, it’s time to integrate NPS and SMS to create a seamless and trustworthy customer experience.
Why trust matters in retail marketing
In retail marketing, trust is the cornerstone of long-term relationships. When customers trust a brand, they’re more likely to return, recommend the brand to others, and spend more over time.
Unlike first-time buyers, returning customers have already formed an opinion about your products or services. Your goal should be to enhance that perception by showing that you listen, care, and are willing to improve based on their feedback. That’s where the Net Promoter Score comes in.
What is net promoter score (NPS)?
The Net Promoter Score (NPS) is a metric that measures customer loyalty and satisfaction by asking one simple question:
- “On a scale from 0 to 10, how likely are you to recommend our company to a friend or colleague?”
- Based on their responses, customers are grouped into three categories:
- Promoters (9–10): Loyal enthusiasts who will keep buying and refer others.
- Passives (7–8): Satisfied but unenthusiastic customers vulnerable to competitive offerings.
- Detractors (0–6): Unhappy customers who can damage your brand through negative word-of-mouth.
By collecting this feedback regularly, retailers gain actionable insights into how customers perceive their brand. But to make NPS work effectively in retail marketing, the delivery method matters. This is where SMS shines.
Why SMS is ideal for retail NPS surveys
Text messaging is a direct, personal, and widely used communication channel. Unlike email, which often gets ignored or lost in cluttered inboxes, SMS messages boast open rates of over 95%. When integrated with your retail marketing strategy, SMS can significantly improve response rates to NPS surveys.
Here’s why SMS is an ideal tool to pair with NPS:
- Immediate visibility: SMS is read within minutes, often seconds, of delivery.
- High engagement: Customers are more likely to respond to a short survey via text.
- Real-time feedback: Get insights quickly and respond to issues before they escalate.
- Automation potential: Schedule and personalize SMS campaigns to target specific segments like repeat buyers.
Combining NPS with SMS allows you to connect with returning customers in a meaningful, timely, and non-intrusive way – key factors in building trust through retail marketing.
Integrating NPS and SMS into your retail marketing strategy
Now let’s break down how to integrate NPS and SMS into a broader retail marketing framework designed to build trust with returning customers.
1. Identify returning customers
The first step is segmentation. Use your CRM or e-commerce platform to identify returning customers. Those who’ve made multiple purchases or interacted with your brand several times.
Why focus on this group? Because they already have baseline experience with your brand. They’re more likely to offer valuable feedback, and when handled correctly, more likely to remain loyal or become vocal advocates.
2. Time the SMS NPS survey correctly
Timing is crucial. Send your NPS SMS shortly after purchase or delivery. This ensures the experience is fresh in the customer’s mind and increases the likelihood of a response.
Example SMS:
“Hi Sarah, thanks for shopping with us again! On a scale of 0–10, how likely are you to recommend us to a friend? Reply with a number. We value your feedback!”
This kind of prompt respects the customer’s time and encourages participation without pushing a hard sell a smart move in retail marketing.
3. Analyse the feedback
- Promoters: Send thank-you messages and referral incentives.
- Passives: Ask what could improve their experience and offer exclusive deals to deepen engagement.
- Detractors: Apologize, ask for more context, and take immediate action to fix the issue.
Once you’ve gathered NPS responses, categorize them into promoters, passives, and detractors. This segmentation allows you to tailor your retail marketing follow-ups in a personalized and relevant way.
Retailers who show they listen and act on feedback are more likely to earn trust and repeat business.
4. Close the loop
This step is often missed. Closing the loop means following up with respondents, especially detractors, to let them know their voice was heard and what changes have been made.
Example SMS for a detractor:
“Hi Alex, thanks for your feedback. We’re sorry you had a poor experience. We’ve shared your comments with our team and are working on improvements. Here’s 10% off your next purchase as a thank you.”
In retail marketing, this type of transparency is invaluable. It transforms a negative experience into an opportunity for trust-building.
5. Use promoter feedback in your marketing
Promoters are your brand’s best advocates. Don’t just thank them feature their feedback in your retail marketing campaigns. With their permission, use testimonials in SMS, email, or social media campaigns.
This user-generated content (UGC) can amplify credibility and social proof, both of which are trust signals for new and returning customers.
Benefits of combining NPS and SMS in retail marketing
Let’s look at the tangible benefits of integrating NPS and SMS in your retail marketing strategy:
- Improved customer experience: Immediate feedback helps you resolve issues quickly.
- Increased retention: Engaging returning customers through NPS shows you care about their opinion.
- Higher response rates: SMS ensures your surveys are seen and acted upon.
- Stronger brand loyalty: Personalized follow-ups build emotional connections with your brand.
- Data-driven decisions: NPS results can guide product improvements, customer service training, and marketing tactics.
These outcomes directly support long-term growth and profitability in any retail marketing strategy.
Best practices to maximize results
To get the most from your NPS and SMS approach, follow these retail marketing best practices:
- Keep messages short and clear
- Personalize every message using the customer’s name
- Limit frequency to avoid survey fatigue
- Use automation for scale but monitor responses manually
- Test different times and days for higher engagement
- Comply with SMS marketing regulations and always offer an opt-out
Turn feedback into long-term loyalty
Building trust with returning customers is not a one-time tactic, it’s an ongoing strategy. By using Net Promoter Score surveys delivered via SMS, retailers can create authentic, two-way conversations that show customers their opinions matter.
Incorporating this approach into your retail marketing strategy helps you foster loyalty, increase retention, and ultimately drive more revenue from your most valuable asset, your returning customers.
If trust isn’t already at the core of your retail marketing efforts, now is the time to change that.
Ready to build stronger relationships with your returning customers?
Contact us today to learn how to integrate NPS and SMS into your retail marketing strategy. Let’s work together to turn feedback into loyalty and loyalty into growth – contact us today.
