Turn Shoppers into Loyalists After They Click Buy with Post-Purchase MessagingMay 2, 2017 - by Kristine Lowery
Reaching out to consumers at the point of purchase offers a powerful opportunity to make a mark that many retailers miss. In a recent survey from Support.com, 40% of those surveyed say that post-purchase experiences, such as returns, make up the most memorable aspect of the overall brand experience and almost 80% say that a positive brand experience overall post-purchase is important to them.
Given this consumer state of mind, a purchase is not just a purchase; it’s also an opportune moment for direct one-to-one communications at a time when customers are at their most engaged.
What Not to Do Post-Purchase
Interestingly, despite the intuitively benefits of post-purchase communications RetailDive reports that retailers are still struggling to strike while the iron is hot. The need for good post-purchase communications is so great that an entire startup called Happy Returns exists just to manage returns of online purchases. By allowing returns to happen through a third party, online retailers are losing opportunities for connecting with customers to, for example, offer an alternative product.
Other “don’t dos,” include non-branded, flat order and shipping confirmations; any communication addressed to “Dear Customer”; and waiting until delivery to try and resell a customer. Turns out that consumers are very open to buying more while they track and wait for their package to arrive. Sephora, for example, sends customers video previews of their monthly Play Box package’s contents.
In today’s competitive retail environment, it’s easy to lose a customer. As Amit Sharma, founder and CEO of post-purchase tech provider Narvar recently told Womens Wear Daily, “Customers are quick to abandon brands if their experience is less than perfect, and brands who go MIA after customers click ‘buy’ will surely lose those customers.”
What to Do: Strike While the Iron is Hot
The following are brief descriptions of post-purchase messaging tactics that are delineated in greater detail in our best practice guide, Increasing Repeat Purchase Rates. These foundational and sophisticated tactics will not only keep customers engaged but will help to increase repeat purchase rates.
- Foundational Post-Purchase Messaging Tactics
- Include branding and product information in any transactional email and any order history pages onsite.
- If a customer’s buying frequency declines, offer discounts through a series of email communications.
- Encourage reviews, referrals, social shares, loyalty program memberships and more after a purchase.
- Sophisticated Post-Purchase Messaging Tactics
- Offer discounts on next purchase to negative customer reviews.
- Recommend other products and discounts to customers who return items.
In addition to post-purchase messaging tactics, our guide to increasing repeat purchase rates includes other strategies and tactics for growing sales and revenue. Download it now.