Empowered by the Internet, high-spending, high-frequency "super shoppers" have emerged. Representing only 13 percent of the general population, this group accounts for 87 percent of all spending on physical goods purchased online each month, according a global analysis by Worldpay. Robbie Kellman Baxter, author of The Membership Economy, went so far as to call this group of "superusers" – as she defines this segment – a powerful secret weapon.
As an ISO or merchant level salesperson, tapping into core supporters can become more of a business asset, but you must first identify them. "Your superusers are those customers who show up a lot, send you support requests, submit the most comments in your brand's community, speak at your events, serve as references and send tons of members your way," said Baxter about creating a customer-centric strategy for recruiting loyal followers in the membership economy.
Once you've identified this segment, it takes significant pressure off your sales and marketing teams, Baxter noted. Below are several tips to help you nurture your own superuser group and cultivate more just like them:
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