How do we launch our brand in the market?
How to stand out from our competitors?
How to acquire new customers?
How do we define our USP to attract customers?… and on and on!
These are common queries that often occupy the minds of eCommerce brands striving to carve a niche in the bustling digital marketplace. Yet, amidst the clamor for attention, the often-overlooked aspect is the post-purchase experience.
Did you know that the average customer acquisition cost in retail is at least 5 times higher than the cost of retaining customers? This underscores the significance of nurturing your clientele beyond the point of sale, with a comprehensive focus on the post-purchase journey.
In this article, we will delve into:
Understanding the various phases of your customer’s journey is crucial as it gives you the scope to optimize the entire process starting from the discovery of your brand to product delivery.
E-commerce is an ever-growing, highly competitive space. Differentiating your brand from the many other similar brands out there can get challenging. To date, most online sellers focus more on the pre-purchase and purchase stages. Be the one who cares about his customers even after checkout – make it the differentiating factor of your brand!
An effective post-purchase strategy builds a loyalty loop that ensures customers come back to your store after their first purchase. Here are a few more ways in which a post-purchase strategy can positively impact your brand-
If you want to create loyal, lifetime customers as compared to a few newly acquired customers, the post-purchase experience is the answer.
Here are the top 5 ways you can implement to improve the post-purchase experience for your shoppers-
Do not ghost your customer right after checkout. Communication is the key to a successful post-purchase experience. Send them an order confirmation mail, tracking updates and ask for feedback once they receive the product. You can opt for multiple communication channels such as push notifications, in-app messages, emails, messages, etc. Your constant engagement will tell the customer that you genuinely care.
The communication talked about above can take up a lot of your team’s time if not automated. Automating the entire workflow with sequences set in place will save you time, effort, and money. Also, the chances of human errors increase with manually sending notifications. You can do a lot with automation – it can also increase your brand visibility. You can set up retargeting ads and automated emails for cross-selling products.
Returns are an inevitable aspect of running an online business. But you can transform returns into the profit center of your brand by turning it into a source to build customer loyalty. Reports suggest that 80% of customers come back to your store if the returns process is hassle-free.
Not allowing returns can impact your business negatively. In fact, allowing returns and streamlining the entire returns and exchange flow will be beneficial for your brand. Let your customers place the return/exchange request just how they shopped from you in the first place – just in a click. Offer a self-service return portal to shoppers where they can choose the product they want to return, look for exchange items, and refund requests – all by themselves.
Let your return policy be visible to customers. Use simple language that can be read and understood easily by all. Having a clearly written return policy can take you a long way. Read all about return policy here.
One of the most effective ways to improve the post-purchase experience is by personalizing the feedback requests. It will also allow you to know what your customers are thinking about your products. Name the product they have purchased instead of just asking ‘Are you happy with your purchase?’ But before asking for feedback, ensure they are satisfied with the purchase. Also, timing plays a major role here. Successful brands schedule a feedback mail at least 15-30 days after the purchase has been made. This gives the customer sufficient time to judge the item before giving feedback.
Offering protection and shipping insurance is a great way to tell your customers that you care for them even after their purchase. With the growing eCommerce, package thefts are also on the rise. According to a report, 43% of Americans have been a victim of package theft. Insurance makes customers feel safe when making a purchase online. Offering insurance as part of the post-purchase experience drives loyalty and improves customer retention.
Ecommerce businesses often spend tons of money on attracting new customers, but often forget about them after checkout. In this age, customers make decisions based on the experience a brand can offer, not just discounted prices and attractive advertisements. Implement these 5 post-purchase experience strategies to stay ahead of the competition and drive growth and revenue.
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