A Recipe for Post-purchase Success

Creating a stellar post-purchase experience for your customers isn’t rocket science.It’s maybe more akin to whipping up a fine meal—add a dash of this and a pinch of that, and you’re pretty much ready to rock and roll. You’re free to add your own flavor, of course, and customize the recipe according to your specific brand and business needs. But at the end of the day, cooking up the ideal post-purchase experience is really as simple as mixing up these three key ingredients:

Solve your customer’s emotional needs.

Consumers want to feel like the retailers they shop with really care about them. And what’s a better time to show your customers how much you appreciate their business than right after they’ve made a purchase?In our 2017 State of Post-Purchase Experience consumer report, we found that 61% of shoppers say a simple thank you would make them more satisfied with a purchase. Beyond that, you can help customers feel less frazzled about their orders by giving them a clear estimated delivery date, updating them as their package makes its way to their doorstep, and offering an easy-to-initiate returns process.

Make the experience relevant.

When you make post-purchase promises to to your customers, you need to ensure you’re being accurate, consistent, reliable, and timely in your delivery. One small misstep and your risk losing your customer’s trust.60% of online shoppers say they would be more likely to choose a retailer that can tell them the exact date the package will arrive. Keeping them informed with contextual, personalized package tracking communications is an important part of delivering on that promise. On average, a customer will check their tracking page 3.1 times per order: that gives you three extra opportunities to delight your customer with branded content, up-to-date shipping and delivery info, and marketing assets.

If your customers know they can trust you to let them know what to expect, they will come back.

Engage proactively—in good times & bad.

According to Narvar consumer research, 98% of shoppers feel better about a company if they are notified immediately if something goes wrong with their delivery. It might run contrary to popular belief, but it’s definitely better to be upfront about delays, damages, and undeliverable package.No one likes to be the bearer of bad news, but being transparent and proactive in your communication will inspire more trust in the end. And if your customers know they can trust you to let them know what to expect, they will come back.And voila, there you have it! By adding these three simple ingredients to your post-purchase recipe, you’ll cook up an experience that keeps customers coming back for more.Check out Narvar’s full Post-purchase Benchmark report for even more insights, trends, and best practice advice.

Heather Lohmann

Heather is Senior Content Marketing Manager at Narvar and has been working in the SF tech world for over 6 years. She has a bachelor's degree from CSU Long Beach and an MFA in writing from California College of the Arts.

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