Focusing on post-purchase experience to boost customer retention

Retailers often focus on the journey to acquiring customers rather than what follows. The service and experience that is in place after the purchase is undeveloped in terms of experience, integration, polish and value-add.

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Retailers often focus on the journey to acquiring customers rather than what follows. The service and experience that is in place after the purchase is undeveloped in terms of experience, integration, polish and value-add.

The linked processes of delivery, tracking, returns, customer service are implemented in a sub-optimal fashion as a result of being seen as a necessity rather than as the heart of service. Retailers are aware of this and know what they would like to improve. Yet they are being held back from implementing these improvements by budget or limitations on priority.

This whitepaper will look at the post-purchase experience and the impact that it has upon subsequent sales to the same individual. We will analyse the results of a retailer survey revealing the differences between consumer expectations after purchase and those of retailers.

Included in this whitepaper:

  • Case studies from top retailers such as; Dollar Shave Club, Urban Decay and Rebecca Minkoff, on how they have overcome their obstacles to improve the customer journey after the purchase.
  • Optimising for retention: Retailers should make use of resources to ensure customer loyalty – It is five times more expensive to acquire a new customer than to sell to an existing one.
  • Making it work: Retailers need to work with technology partners to create brand notifications via customers’ preferred channels as the post-purchase experience is an extension of their brand.
  • Survey results from InternetRetailing members on how much of a priority post-purchase is and the ambitions of retailers in this space.