Creating Repeat Customers: Turn One-Time Buyers Into Lifelong Pokemon Card Clients
After 10+ years building a Pokemon card business, I've learned this fundamental truth: repeat customers are worth 10-40X more than one-time buyers. The difference between a struggling business and a thriving one isn't finding new customers—it's keeping the ones you have.
Let me show you exactly how to create repeat customers who come back month after month, spend more over time, and refer their friends.
Why Repeat Customers Are Your Most Valuable Asset
The Economics of Repeat Business:
One-Time Customer:
- Average purchase: $30
- Lifetime value: $30
- Acquisition cost: $15 (marketing, time, platform fees)
- Net profit: $15
Repeat Customer (Buys 4X Per Year):
- Average purchase: $35 (higher trust = willing to spend more)
- Lifetime value: $140 per year
- Acquisition cost: $15 (one-time)
- Net profit: $125+ per year
10X the value. Same initial acquisition cost.
Real Numbers From My Business:
- 35% of my customers are repeat buyers
- These 35% generate 65% of my revenue
- Top 20 repeat customers = $15,000+ annual revenue
Repeat customers don't just buy more—they're easier to sell to, refer friends, and provide consistent revenue.
The Repeat Customer Framework
Three Pillars of Customer Retention:
- Exceed Expectations: Deliver more than promised
- Stay Connected: Maintain relationship between purchases
- Reward Loyalty: Give customers reasons to come back
Master these three, and customers will naturally return.
Pillar 1: Exceed Expectations (First Impression Matters)
Strategy 1: Over-Deliver on Everything
Ship Faster Than Promised:
- Promise: "Ships in 2-3 days"
- Reality: Ship same day
- Result: Customer surprised and delighted
Grade Conservatively:
- List card as "Lightly Played"
- Customer receives what they'd consider "Near Mint"
- Result: Customer feels they got better deal than expected
Include Small Surprises:
- Handwritten thank-you note
- Random bonus card (relevant to their purchase)
- Extra protective packaging
- Discount code for next purchase
Cost: $1-2 per order Return: Customer tells friends, leaves 5-star review, returns for more
My Standard Package:
- Purchased card (obviously)
- Handwritten note: "Thanks [Name]! Hope you love the [Card]. -Richard"
- One random bonus card (common/uncommon related to their purchase)
- Business card with 10% off next purchase code
Customer Response: "Wow, the packaging was amazing and I love the bonus card! Will definitely buy from you again."
Strategy 2: Proactive Communication
Before Shipping: "Hi [Name], your order is packaged and shipping out today! Tracking coming shortly."
After Shipping: "Shipped! Tracking: [NUMBER]. Expected delivery: [DATE]. If you have any questions, I'm here!"
After Delivery: "Hi [Name], just wanted to make sure your [Card] arrived safely and you're happy with it. Thanks again for your business!"
Why It Works: Most sellers go silent after sale. Your proactive communication shows you care beyond the transaction.
Strategy 3: Handle Issues Perfectly
When problems occur (damaged card, late delivery, etc.):
Bad Response: Defensive, blame customer or carrier Great Response: Immediate accountability, multiple solutions, fast resolution
Example: "I'm so sorry about that! Here are three options:
- Full refund (you keep the card)
- Replacement shipped today
- Partial refund that feels fair to you
Which would you prefer? I want to make this right immediately."
Result: Problem becomes opportunity. Customer remembers how you handled issue, not that issue occurred.
Pillar 2: Stay Connected (Be Memorable Between Purchases)
Strategy 1: Email Newsletter (My #1 Retention Tool)
Content to Include:
- New inventory announcements
- Exclusive deals for subscribers
- Pokemon card market insights
- Tips for collectors/players
- Behind-the-scenes of your business
Frequency: Bi-weekly or monthly (not too frequent to annoy)
Subject Line Examples:
- "New Base Set Holos Just In!"
- "Exclusive 20% Off Sale This Weekend Only"
- "How to Grade Pokemon Cards Yourself"
Call to Action: "Shop New Inventory" or "Claim Your Discount"
My Results: 25% open rate, 8% click-through to purchases, 15% conversion on exclusive deals
How to Build List:
- Ask customers during checkout: "Want exclusive deals sent to your email?"
- Include opt-in on business card in packages
- Offer first-time discount for signing up
Strategy 2: Social Media Engagement
Post Content That Attracts Repeat Customers:
- New card arrivals
- Customer collection features ("Check out [Name]'s amazing Charizard collection!")
- Pack opening videos
- Market value updates
- Polls ("What should I stock next?")
Why It Works: Keeps you top-of-mind. When they're ready to buy, they think of you first.
Platforms: Instagram (visual cards), Facebook (groups/marketplace), TikTok (younger audience)
Strategy 3: Personalized Follow-Up
30 Days After Purchase: "Hi [Name]! It's been a month since you bought [Card]. How's your collection coming along? I just got in some [Related Cards] that might interest you. No pressure—just wanted to share!"
Why It Works: Shows you remember them. Provides timely, relevant suggestion.
Success Rate: ~15% make second purchase from 30-day follow-up
Strategy 4: Birthday & Anniversary Recognition
Collect Birthdays (With permission):
- "Mind sharing your birthday? I send special deals to customers on their special day!"
Birthday Message: "Happy Birthday, [Name]! 🎉 To celebrate, here's 20% off your next purchase. Code: BDAY20. Hope you have an amazing day!"
Why It Works: Deeply personal. Creates emotional connection.
Purchase Anniversary (1 Year Since First Purchase): "Hi [Name]! It's been a year since you first bought from me. Thanks for being an awesome customer! Here's 15% off to celebrate. Code: YEAR1"
Pillar 3: Reward Loyalty (Give Reasons to Return)
Strategy 1: Loyalty Discount Program
Simple Tier System:
- 1 purchase: 5% off next order
- 3 purchases: 10% off
- 5 purchases: 15% off + free shipping
- 10+ purchases: 20% off + early access to new inventory + VIP status
Why It Works: Clear path to rewards. Customers motivated to reach next tier.
How to Track: Spreadsheet or simple CRM (Customer Relationship Management) tool
Strategy 2: VIP Customer List
Identify Top 20% Customers (Highest spend or frequency):
VIP Benefits:
- First access to new inventory (before public listing)
- Exclusive VIP-only sales (25% off)
- Priority customer service
- Free shipping always
- Birthday surprise (extra bonus card or higher discount)
Announcement to VIP: "Hi [Name], you've been an incredible customer. I want to thank you by adding you to my VIP list. You'll get first access to new inventory before I post publicly, exclusive VIP-only deals, and free shipping on all orders. Thanks for your continued support!"
Result: VIPs feel valued, spend even more, become brand ambassadors
Strategy 3: Referral Rewards
Referral Program: "Refer a friend and you both get 15% off your next purchase!"
How It Works:
- Customer refers friend
- Friend uses referral code at checkout
- Both receive discount
Why It Works: Incentivizes word-of-mouth marketing. Rewards both parties.
My Results: 12% of repeat customers have referred at least one friend, generating 30+ new customers
Strategy 4: Exclusive Early Access
Before Posting New Inventory Publicly: Send email/message to repeat customers:
"VIP Early Access: Just got in 50+ Base Set cards including several holos. You get 24-hour early access before I post publicly. Shop here: [LINK]"
Why It Works: Makes customers feel special and prioritized. Creates urgency (limited time exclusive access).
Success Rate: 20-25% of VIP customers purchase from early access emails
The Personal Touch That Creates Loyalty
Strategy 1: Remember Customer Details
Keep Notes (In spreadsheet or CRM):
- What they collect (Charizards, Fire types, Base Set, etc.)
- Previous purchases
- Conversation details (mentioned completing a set, building a deck, etc.)
Use This Information: "Hi [Name], I remember you're working on completing your Base Set. Just got in the Blastoise you were looking for! Thought of you immediately. Want first dibs?"
Why It Works: Shows you pay attention and care. Not just another transaction.
Strategy 2: Handwritten Notes
For Repeat Customers (2nd+ purchase): "Hi [Name], great to see you back! Thanks for being a repeat customer. Really appreciate your continued support. -Richard"
For VIP Customers: "[Name], you're one of my best customers and I'm grateful for your business. Threw in an extra card I thought you'd like. Thanks for everything! -Richard"
Cost: 30 seconds of time Impact: Customers share photos of notes on social media, tell friends, remember you
Strategy 3: Go Beyond Pokemon Cards
If customer mentions something personal (in conversation):
- Congratulate them (new job, graduation, life event)
- Ask follow-up questions (not pushy, just genuine interest)
- Send relevant bonus card related to conversation
Example: Customer: "Just graduated college!" You: "Congratulations! That's huge! What's next for you?" [Include graduation-themed card in their package if available]
Why It Works: Transforms business relationship into genuine connection. People buy from people they like.
Measuring Retention Success
Key Metrics to Track:
-
Repeat Purchase Rate: % of customers who buy again within 6 months
- Goal: 30%+
-
Average # of Purchases Per Customer: Total purchases / total customers
- Goal: 1.5+ within first year
-
Customer Lifetime Value (CLV): Average total spent per customer over time
- Goal: $150+ per customer
-
Referral Rate: % of customers who refer friends
- Goal: 10%+
-
VIP Customer Revenue: % of revenue from top 20% customers
- Goal: 50-70%
Improving Metrics:
- Low repeat rate → Focus on exceeding expectations, follow-up communication
- Low CLV → Implement loyalty rewards, upselling
- Low referrals → Create referral program, ask happy customers
Action Steps
- This week: Add small surprise (thank-you note + bonus card) to every package
- This week: Create email collection system for building newsletter list
- This week: Identify your top 20% customers and add to VIP list
- This month: Send personalized follow-up to all customers 30 days after purchase
- This month: Create loyalty discount program (track in spreadsheet)
- This month: Launch referral reward program
- Ongoing: Track repeat purchase rate and customer lifetime value monthly
Module 7.6 - Enroll Now →
Module 7.6 of Week 7