What is Post-Purchase Experience and it is important for Your e-Commerce Business?
Most people have heard the saying it costs more to create a new customer than keep an old one. With the advancement in technology, this is now more true than ever. Putting a well-designed post-purchase strategy is a must.
There is a lot to be done during the post purchase phase to get a customer to return and purchase again from your store, and it involves what happened the first time and how happy they were left with the experience.
Think of this as a marathon. Seasoned marathoners get through the finish line and have a process to cool down, recover, and get ready for the next race. A novice marathoner will more likely sit down right after the race is over, without a proper cool down, and be left the next day sore.
Sadly, many eCommerce store owners take the novice approach and don’t consider the post purchase experience. They run a marathon to convince a customer to purchase and fail to make them repeat customers.
Don’t be a novice marathoner.
The customer receives an immediate confirmation after purchase, detailing their order.
After fulfillment, once the order is shipped, the customer gets a notification with tracking information. This phase usually starts with Label Created notification or Shipment confirmation.
Customers receive updates about their package's journey, including any delays or changes in delivery time. This may include notifications related to changes to estimated earlier delivery time and out for delivery notifications.
A notification confirming the delivery, asking for any feedback or offering returns/exchanges if needed.
After delivery, customers are often invited to provide feedback on their experience or review the product.
Information and support for customers wishing to return or exchange products.
Ongoing support for any post-purchase questions or concerns.
With WISMOlabs’ post-purchase platform implementing a well-crafted post purchase experience journey is now cost-effective and available to small and medium-sized businesses.
When we think of the customer journey, we often think of it in linear terms or a funnel. However, a cyclical journey is more fitting for understanding the importance and the effects of a post purchase strategy on the bottom line.
Customers can receive emails and texts with updates. This eliminates pressure points that lead to WISMO calls.
With real-time updates, retailers can manage expectations before issues arise. With technology, brands and retailers can identify shipping and delivery issues before they occur. Particularly important for time-sensitive deliveries like perishables.
WISMOlabs provides fully customizable order tracking pages for brands and retailers that match their aesthetics. The goal is to provide a frictionless experience throughout the entire order journey.
Branded tracking pages are a resource where customers can check their order status and shipment progress, interact with social widgets, sign-up for notifications, and engage with marketing assets and other features.
Communication is key! Keep customers informed about their orders every step of the way. On average, customers check the status of their packages 3-6 times for each purchase. Be proactive by sending shipping messages via SMS or email to let customers know their package status.
Avoid sending your customers to a third-party website or a look-alike standard tracking page to check the status of their purchases. A professional-looking branded tracking page can go a long way to creating loyalty. Send customized marketing messages to your customers and upsell products to them all from your branded tracking page.
Make sure you have your ear to the ground and collect feedback on your customers’ experiences. You will be able to get to know them better and see what types of products you can offer in the future or how to improve the post purchase experience overall.
The buyer’s journey doesn’t end when customers “add to cart.” In order to remain competitive, eCommerce businesses need to provide a top-notch customer experience after the initial purchase continuously.
Optimizing the post purchase process is key to customer retention, after all, acquiring a new customer can cost five times more than retaining an existing customer. The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.
If you are ready to start creating a better post purchase experience that increases your ROI, and builds brand loyalty, WISMOlabs is here to help you make it happen!
The post-purchase experience encompasses all interactions and communications with a customer after they’ve made a purchase, aimed at increasing brand loyalty and creating a positive impression.
It’s crucial because it enhances customer retention and loyalty, which is more cost-effective than acquiring new customers, and it significantly impacts long-term revenue and CLV.
They can influence the customer’s decision to repurchase by enhancing their overall satisfaction and engagement with the brand, creating a loyalty loop.
They keep the customer informed about their order status, reduce anxiety and the need for “where is my order?” inquiries, thereby improving customer satisfaction.
They allow retailers to manage customer expectations proactively and address potential issues before they arise, enhancing the customer’s experience, and reduce WISMO calls.
Enhancing communication with shipping updates, utilizing branded tracking pages for engagement, and collecting customer feedback are key strategies.
Businesses can partner with WISMOlabs post purchase experience platform to implement comprehensive post-purchase strategies, including personalized communications and branded tracking pages, to increase ROI via upsell and cross-sell, and build customer loyalty by managing their expectations.
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