Why recurring orders are so important and how to promote them
4 minutes
By CDMV
Updated on August 1, 2024
What is a recurring order?
Two types of purchases can be made on the online store:
- Single
- Recurring
The recurring order feature is activated by clients via the online boutique. It allows them to set up the delivery of products based on the frequency of their choice.
By selecting the recurring order feature, the client can choose the:
- Product
- Quantity
- Frequency
- Delivery location (home or veterinary clinic when available)
Benefits for the clinic
- One of the best tools to encourage ... and help maintain pets’ health
- A stable revenue stream because of the regular purchases
- Positive impact on the bottom line
- Less cost and resources for greater revenue
By receiving a product on a regular basis (especially if it is recommended by the veterinarian), it is easier for the pet owner to follow your recommendations (with no extra effort). The order arrives automatically: the client only has to program the product once and then doesn’t need to think about it.
It impacts the profitability of the practice since less effort and fewer resources are required on your end to convince your client to follow your recommendations while ensuring greater revenue (purchase stability).
Benefits for the client
- Reduces the stress of running out of pet food
- No need to worry about placing their order
- Easy compliance with:
-
- recommendations
- veterinary product purchases
- Manufacturer discount* on each recurring order
*depending on the manufacturer
Convenience:
- Ability to offer the recommended product at all times instead of running to the pet store or grocery store because you forgot to order your pet’s food.
- After the first order, you don’t have to worry about the next one.
- Since orders are placed automatically and there’s no fear of running out, you can buy smaller sizes.
- Facilitates compliance in the interest of your pet’s well-being. Switching your pet’s food abruptly is not recommended.
- Fosters the habit of buying veterinary products.
Flexibility and Control:
- Clients can make changes to their order (frequency, format) or cancel it at any time.
- Depending on the online platform, an email is sent X days prior to the next delivery of a recurring order to notify the client. This allows the client to make any desired changes to their order.
Stability = a healthier pet
Online recurring purchases
Over time, the number of online purchases remains stable in comparison to in-practice purchases.
According to a case study*, there are:
“More repeat therapeutic-food purchases through online/autoship versus in-hospital buys
(73% versus 17% by the fourth order).
An 8% increase in volume of food purchases (Q1 2018 compared with Q1 2019 with both online and in-hospital purchase option).
Three times as many clients on therapeutic foods.’’
Please note that ‘’Hospital’’ is used because this is coming from a official study case.
Following vet recommendations by giving the same product to a pet on a regular basis has a positive effect on the pet’s well-being.
*SOURCE: Veterinary E-commerce Opportunities: Growth, Loyalty, Engagement (AAHA & Hill’s) https://www.aaha.org/globalassets/05-pet-health-resources/veterinary-ecommerce_2019_secure.pdf
Promoting recurring orders
How can they meet your clients’ needs?
| Problem | Consequence | Solution |
|
I forget to place my order. |
I’m worried I’ll run out of my pet’s food. | The recurring order feature allows you to receive your pet’s food on a regular basis without having to worry about being late. |
| I sometimes give “non-recommended” food to my pet, which is not great for his/her well-being. | Sometimes I have to buy pet food from a grocery store (or pet store) because I’ve run out. | With a recurring order, you can receive the recommended food on a regular basis, allowing you to follow the recommendations of your veterinarian. |
| My pet is refusing his/her food. | When I buy large bags, the food is less fresh after a certain amount of time. | Purchase food in smaller formats, but more often. With a recurring order, everything is done automatically for you. |
Promotion of recurring orders
1. Inclusion of the feature:
- In marketing materials
- Poster promoting your online boutique for example
- Facebook posts
- In newsletters sent to clients
- On the banner on the online store’s homepage
2. When you talk to your customer about your recommendations and the online store (so, familiarize yourself with the “Recurring orders” section of the online store).
These tools allow you to start a discussion about this feature. It’s to your advantage and to the advantage of your clients and their pets.
In conclusion
