In today’s fast-paced and ever-changing retail landscape, creating a post-purchase experience that keeps customers coming back has become more crucial than ever. With an increasing number of consumers opting for online shopping, retailers must go above and beyond to provide a holistic experience – from discovery to delivery – that makes customers feel valued, appreciated and eager to return.
Retailers rightly focus on their marketing, eCommerce and in-store experiences, but many overlook the delivery aspect. A seamless delivery experience that showcases your brand’s retail expertise and prioritises convenience and efficiency can – and does – impress customers and boost long-term loyalty. So, across the customer journey, how can you provide your customers with a positive post-purchase experience that keeps your brand top of mind?
At the checkout
Placing an order online requires trust, so ensure that the customer receives a confirmation of their purchase. This confirmation should contain all the relevant details of the purchase, including the items purchased, the total cost, and – most importantly – the expected delivery date. While it sounds overly simplistic, getting the basics right is essential.
A confirmation message is also an opportunity to thank the customer for their purchase and to provide them with important information about their upcoming order. eCommerce is booming because of the convenience, but too often the delivery of that purchase is inconvenient. So provide a tracking number and an estimated delivery date when a purchase is made. Personalising the confirmation message can also enhance the customer’s experience, as it makes them feel valued and recognised as an individual.
In their inbox
Your engagement with your customer doesn’t end at the point of sale. Providing an exceptional customer experience built on communication, convenience and transparency runs through to them receiving the package. Send an email that provides access to on-demand updates as an ongoing touchpoint.
This can include updates on the status of the order, such as when it has been shipped or is out for delivery. Even if there’s delays, communicate it – delays happen, but consumers have a low tolerance for bad communication and a lack of transparency. To keep them engaged and promote future purchases, you could also showcase a section dedicated to ‘other products you might like’ based on items similar shoppers purchase.
Tracking notifications
There’s nothing more inconvenient than an inconvenient delivery. In competitive industries it’s difficult to differentiate on price or product, but delivery can genuinely be a competitive advantage. The delivery is about more than just the point at which an order arrives at a shoppers door, though; it’s about how easily they can track the order en route, from the minute their transaction has completed.
Businesses should consider utilising a tracking system that allows the customer to monitor the progress of their order, just like a food delivery experience using Uber Eats. This not only provides the customer with real-time updates but it also gives the recipient a sense of control over their purchase.
The more options you give your customer’s, whether same-day, next-day delivery or through an eco-friendly carrier, the easier it is to cater to their needs. Flexibility is good for shoppers, and builds contingency into your network, so you can adapt if one of your carriers is down or at capacity.
Branding
Finally, ensure that your brand is visible when a customer receives their parcel. Receiving a package is an exciting moment so take the opportunity to leave a lasting impression. For example, use parcel labels and packaging with your branding or logo on it. And to incentivise a repeat purchase, include a flyer or coupon to use with their next purchase, like a 10% discount or free delivery offer.
Research has shown that a mere 10% increase in customer retention can result in a 30% increase in the value of a company. So instead of treating the point of sale as a final step, use it as the launchpad of your customer retention strategy. By tailoring your post-purchase experience at these key stages, you can increase customer loyalty and build a healthier business that converts first-time shoppers into life-long advocates.
Rob Hango-Zada is co-founder and co-CEO of Shippit.