Business Growth Formula:
 
Increase The Frequency of Re-Purchase

This is the 3rd option to grow your business.  To recap there are only 3 ways to grow any business...

1. Increase the number of paying clients
2. Increase the average transaction value (more money per purchase)
3. Increase the frequency of re-purchase

We have looked at increasing clients by online marketing, by offline marketing, Conversion strategies and at retention strategies.  We also looked at methods to increase the amount of money taken per purchase here.

To round off this Dog Walkers' Business Growth Formula, we need to consider...

How To Increase the Frequency of Re-Purchase

How to make customers buy again more frequently.

 The short answer can be summarised by this...

1. Incentivise Repurchase - and ASK for the repurchase.

2. Build your 'know, like and trust'. 

Make it better and easier to buy again soon.

So, where this automated payment software comes into its own is where you build subscriber packages for your clients, that have a 'loyalty bonus' stitched into them.

For instance, you change your pricing structure such that, for example, an ad-hoc irregular walk (whenever the client books it occasionally) might be £20 per walk. 

But your subscriber (regular, repeated) walks are only £15 per walk. 

And all subscribers are scheduled using the calendar-payment system, whether it is your once-per week or 3-times-per-week or whichever subscriber-system you bring them in to. 

This way, the client is incentivised to subscribe into the automated system, rather than an ad-hoc, whenever-they-feel-like-it method. 

2. Ask for The Re-Purchase

Remember in the section on 'Increasing Transaction Value', we talked about the back-end opportunities of your Thank You page and follow up emails.

This is also a great place to suggest they 'upgrade' to the 'Platinum package' (call it what you wish), for the subscriber discount-options.

Here is an example you can swipe / copy-paste into your Thank You page...

Obviously, use your own customer testimonial.  And edit as you wish.  But you are free to swipe that for your Thank You page, to upgrade clients to your repeat-payment system

And of course, you can and should contact customers, other than just on the Thank You page, to ask for the re-order.  You can more or less use the Thank You page layout above as the script for the conversation. 

By email, by telephone, by text message. 

3. Contact Inactive Clients

The frequency of repurchase of an inactive customer is essentially zero.  Could you re-activate this person to become a customer again?

With inactive customers, you may be able to rebuild the relationship with them - assuming they still have a dog!  You will get the best results if this is done as early as possible after they stop.

All other marketing methods, strategies and tactics need to be bought into play in order to regain the business of an inactive customer; discounts, incentives, feedback, adaptation to their needs.

You can use technology to manage the relationship with a degree of automation.  For instance, Mailerlite offer systems to automate the system process in response to various actions by customers.  For instance, if they have been inactive for a defined period of time, eg never clicked on an email link of yours, then you can have a sequence of emails that go out to them, with the discounts, incentives etc that you deem necessary to regain their custom.  

But you probably don't need to get quite so clever with systems, at least not until after you have exhausted the manual options of simply calling up lapsed clients and having a person-to-person chat.  How can you help?  Why did they stop using you?  You will also benefit hugely from the feedback of this, to better and better understand your clients and your own offering. 

Worst case, you cant help this customer any more because their dog is no longer with them.  Tragic but it happens.  Stay in touch though, over the years, because most previous dog owners become dog owners again. 

In all other instances, can you figure out what you need to do to get them back as a customer?  You cant win them all, but you might be able to figure out an offering that works for them. 

4. Communicate Personally with Your Clients

For building a relationship with your customers, nothing beats direct personal communication.

Face-to-face is better than telephone, which is better than email, which is better than website interaction.

It makes business sense to work hard to maintain and improve the bond and relationship you have with your clients.

Remember the Retention strategy of hand-written cards? 

Similarly, investing your time and effort to communicate with previous clients may prove profitable in encouraging them to return to you, and sooner.

Emailing is easy and should be done as a default.  With existing customers you can automate a 'newsletter' type update (but never bland!) to broadcast to all customers.  In addition, a personalised email update with that specific client's updates would be wise.

A regular (eg monthly) telephone conversation with each client will help to cement the relationship.

5. Customer-Only Events

When you organise a customer-only event, it creates an 'in-crowd' feeling.  Your customers will have the potential to socialise with each other.  This gives dog-owners each a chance to 'show off' a little how well their pooch is doing.

It also creates a feeling of being valued.

You may also run an "Any questions" meeting or evening, with wine and nibbles, once a month, for clients to attend, to chat with you about anything on their mind.  It might be a Zoom call if that is easier.  This gives you another chance to cement that bond.

How about a doggy picnic?  Wine and nibbles for the humans, and treats and titbits for the pooches.  Out of town, or at a nice big park, so the dogs and run around and owners can talk. 

Again, this creates a 2-way bond and identity that will help ongoing repeat purchasing.

6. Loyalty Program

Having your own loyalty program will encourage repeat purchasing and speedup the time between repurchase.

Loyalty program concepts are covered in more detail here.

7. How To Boost Your 'Know, Like & Trust' Level

We have covered almost all of this already in the previous sections - It is all about getting the client to know, like and trust you - only then with they buy and buy again. Here is a handy list for you to check and think through...

1. Build Strong Relationships (Dog + Human)

• Remember names and details: Always greet both dog and owner by name. Mention specific traits or stories about their dog.  Keep notes on your phone or a dog walker app
• Be personable: Chat briefly with owners. Ask about their day, their dog’s health, or any updates.
• Consistency matters: Aim to have the same walker for each dog to build trust and familiarity.  Or as few different walkers as possible per any one dog. 

2. Deliver an Exceptional Service (and make sure the dog-owner knows)

• Show up on time: Reliability builds trust.
• Tailor the walk: Adapt to the dog's energy level, age, and temperament.
• Clean and care: Wipe muddy paws, refill water bowls, and do a quick check for any issues.
• Provide enrichment: Mix up routes, bring toys, or teach simple commands during walks.

3. Communication is Everything

• Daily walk reports: Send messages or photos after each walk with a fun summary. (Use Facebook to apply the network effect, to get the word out to others)
• Real-time updates: Use an app or text to confirm when the walk starts and ends.
• Be proactive: Let owners know about any behaviour or health concerns.

4. Be Flexible and Accessible

• Offer a range of times: Early morning, midday, evening.
• Emergency availability: Be the go-to for last-minute needs (charge more?)
• Easy booking system: Have online scheduling, text booking, or app-based access.

5. Create Packages and Incentives

• Loyalty programs: Every 10 walks = 1 free.
• Discounts for recurring bookings: Weekly or monthly packages, with a discount for subscribing.
• Referral rewards: Clients get a free walk when they refer a friend.

6. Add Little Extras

• Treat bags: Leave behind a treat with a thank-you note.  See the other ideas in the branded goods section. 
• Birthday cards: Send cards or small gifts for the dog's birthday.
• Photo updates: Create monthly photo compilations or a mini “dog diary.”

7. Educate and Empower Owners

• Training tips: Share simple advice or notices about local trainers.
• Health alerts: Let them know about ticks, hot pavements, or pet food recalls.
• Neighbourhood scoop: Mention new dog parks or pet-friendly cafés.

8. Build Community

• Host events: Dog meetups, group hikes, or “Yappy Hours.”
• Social media shout-outs: Post fun pictures and tag the owner.
• Feature dogs: “Dog of the Month” posts create excitement and pride.

9. Maintain a Professional Image

• Uniform/branding: Branded shirts, leashes, or vehicle decals show professionalism.
• Insurance and certification: Display credentials to build trust.
• Client feedback system: Ask for reviews and act on suggestions.

10. Stay in Touch, Even Off the Clock

• Newsletters: Send monthly updates with dog tips, stories, or specials.
• Holiday cards: Send greetings during holidays with a warm, personal touch.
• Check-ins: If a client stops booking, follow up with a friendly message.

Bonus Tip: Never Underestimate Word of Mouth

Happy clients = free marketing. Encourage reviews on Google Reviews, TrustPilot, and pet service sites. A personal recommendation goes a long way in this business.