FEATURE
proactive post-purchase strategy can solve . This indicates that customers would much rather be notified of a delivery issue and guided through it than have to report or seek out the problem themselves . We know that 83 % of consumers want to be notified of delivery problems , but only 25 % receive branded communications from brands . It shows a level of complacency around customer retention that marketing teams can get ahead of . Brands that retain the most customers will reach out at the right time without being prompted and take each opportunity to own up to and correct any mistakes .
Making the most of variety
Agop Ashjian , CEO , Shipup
A cost-effective way to keep hold of customers
Products can be a harder sell for retailers and their marketing teams when consumer confidence is low . Rising prices make the decision to switch retailers – or drop a nonessential product from the weekly budget – much easier . As a result , many brands ’ connections to once-loyal customer bases weaken during an economic downturn and they feel the impact this has on revenue .
Maintaining success in this economic environment places an emphasis on retaining customers , which can ’ t be driven solely by product teams . Post-purchase communication is a low-cost channel that encourages repeat business , lessening the importance of engaging new customers . Marketing and acquisition can be a costly and time-consuming process – an unpopular proposition considering the financial strain already on marketing teams . Our 2023 study found that 90 % of UK consumers read the emails sent to them after making a purchase , so there is a clear opportunity for marketing teams to use this stage as a way to keep existing customers happy .
Each step of the customer journey has to be hassle-free and convenient if customers are to stay loyal to a brand , and post-purchase is no different . Being passive about delivery issues , for instance , is a complaint nearly half ( 43 %) of British consumers levy towards retailers that a
Post-purchase experiences take a variety of forms , as there are multiple methods and channels for engaging with customers . Impactful communication strategies don ’ t just involve follow-ups and tracking , but use perks like discounts , offers and feedback opportunities to promote longer-lasting relationships with customers . This is both invaluable to the business and , as our 2023 study shows , appeals to what consumers want from their favourite brands .
Delivery tracking updates are welcomed but are only the first step to a comprehensive strategy . Forty-six percent of consumers are interested in promotional updates and 41 % in loyalty programmes , so making relevant , personalised offer emails a priority builds the loyalty retailers desire . Encouraging people to leave reviews is hugely impactful on how people see your brand , as 95 % of people consider them when making an online purchase . Reviews and loyalty programmes grow communities around a brand organically , so marketers should never be afraid to ask for necessary feedback .
However , not everyone enjoys receiving the full range of communications companies have to offer . Anyone with a busy inbox knows the feeling of being bombarded with marketing emails . It ’ s not enjoyable . So , as with most contemporary marketing strategies , personalisation is imperative . Retailers looking to harness post-purchase should monitor engagement data like open rates and click rates , examine who is re-purchasing after a followup and proactively collect feedback in order to tailor communication to individual customers . Including an ‘ opt-out ’ feature is another effective way to demonstrate an empathy with customers while also picking up on their communication preferences for future reference .
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