FEATURE
Maximising post-purchase opportunities – BoxRaw
Our work with BoxRaw , a pioneering boxing lifestyle retailer , exemplifies the marketing function of post-purchase experiences . The majority of its customer base is online , so BoxRaw needed a way to keep its branding strong and consistent throughout the buyer journey . BoxRaw used post-purchase channels to strengthen its brand community and deliver a fixed message to its customers – that BoxRaw is a reliable , go-to brand for all aspects of the boxing lifestyle .
Customers who were initially having to track orders through third party sites now receive emails with delivery updates as soon as issues arise . BoxRaw can then investigate and communicate solutions to customers before they make contact . BoxRaw also has a dashboard in place for shipping updates , so this process isn ’ t done behind a curtain . Keeping the status visible and branded makes it clear that BoxRaw ’ s work isn ’ t finished at the checkout .
Improving customer response time was the next step to turning this strategy into an improved customer experience through post-purchase channels . Anticipation of customer issues was the key to achieving this . Real-time alerts giving solutions in the event of delivery mishaps meant BoxRaw could turn a negative experience into a positive one before customers realised anything was wrong .
Final thoughts
Retail marketers in need of a way to demonstrate ROI and build a community around their brand can do so at a low cost with a robust post-purchase strategy . Providing reliable information and support that anticipates issues before they arise mitigates any damage to the brand image in the shortterm . In the long run , as BoxRaw found , tailoring a reliable branded experience to each customer generates repeat business organically due to the long-lasting positive feedback that results from each delivery . x www . intelligentcxo . com
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