Why the post purchase experience is an imperative part of instilling confidence in the customer’s journey
One of the most important aspects of an ecommerce shopping journey is the period at which the customer selects ‘buy now’ and purchases the product to the moment the package arrives at their doorstep. If the customer is not confident after making their purchase, buyer’s remorse will emerge, thereby reducing your brand loyalty and creating a poor customer journey and experience.
Like many of you, I’m currently working from home. Lately, my back has started to hurt because I’ve been sitting in a dining room chair when working. So I started searching for a product online to alleviate my back pain. After browsing multiple brands, I decided to purchase a high end ergonomic office chair. However, after a week, I started being regretful of my purchase, because I never received any updates on my order progress and status and was not sure what was happening with my order. I started feeling ‘buyer’s remorse’, a negative feeling where buyers question their purchase. Because I was waiting so long for the chair to arrive, and I had not yet received any order information, I began to question my purchase too.
Have you ever regretted your purchase and felt buyer’s remorse before?
As a customer, you are the most anxious yet most receptive to your marketing messaging during the post-purchase period.
However, many retailers don’t include the post purchase as part of the buyer’s journey, and therefore don’t think about it in the post purchase period. Your brand must provide value, through giving the customer a personalized branded experience. At every touchpoint of the post purchase experience, retailers need to create a positive experience for their customer, to reduce buyer’s remorse and increase brand loyalty.
To instill confidence in customers, communicating and keeping them informed at all stages is key to the post-purchase experience. Don’t waste this opportunity by sending identical, standard messages like your competitors. Instead, take the time to ensure your customers are in the know at all touchpoints, while providing them a more personalized experience.
The post purchase experience does not end here. Many retailers believe that the post purchase experience lies at the end of the journey, but it is really the beginning. This belief needs to change. From the customer’s perspective, purchasing a product can be seen as the initial stage of the shopper’s journey. For example, the customer might want to buy other related products. When customers perceive that a brand is providing them a personalized experience, this will reduce buyer’s remorse and create a positive customer journey.
WISMOlabs is a post purchase platform that enables ecommerce retailers to provide their customers with the best customer experience. Through a more personalized post purchase experience, ecommerce retailers will help reduce buyer’s remorse. Therefore, personalization is imperative at all post purchase touch-points in making or breaking brand equity, customer confidence and brand loyalty. To reduce your customers’ buyer’s remorse and provide a personalized customer experience, learn more about our post purchase platform at www.wismolabs.com.
