FEATURE
Retailers and marketers have both felt the pressures of a tough year as inflation and the cost of living crisis hit budgets and consumer spending power . This is bringing the worlds of retail and marketing closer together as advertising through retail channels grows . But there is another means by which the two can overlap – post-purchase strategies .
One area where companies could invest in to improve sales is postpurchase campaigns . By keeping in touch with the buyer once the sale has gone through , businesses can not only leave a good impression but encourage repeat purchases . Agop Ashjian , CEO at Shipup , discusses post-purchase campaigns and what can be done by retailers .
Securing repeat customers is a difficult and often expensive task which can be made simpler with personalised post-purchase campaigns that anticipate customer issues before perceptions of a brand are impacted . These campaigns involve direct communication , personalised offers and opportunities to receive feedback after the purchase stage , all of which can be proactively presented to customers . All post-purchase strategies are therefore different to one another , but a consistent customer journey that addresses people ’ s needs , beyond just an email receipt or expected delivery date , is a trait they have in common .
In addition , post-purchase can build and grow communities around a company ’ s products , rather than just targeting individuals . Marketing teams looking for a cost-effective way of ensuring repeat business should begin by asking themselves if their post-purchase customer interactions are as proactive and simple for the end-user as they could be .
POST-PURCHASE – THE NEW MARKETING CHANNEL
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