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Report: Why Post-Purchase Actions are Crucial for Customer Engagement

A retailer’s interaction with a consumer doesn’t end with the buy button.

Narvar, a company that powers post-purchase experiences for retailers, conducted a report about how consumers engage with retailers from order confirmation to delivery. The report, which studied 306 retailers and two billion post-purchase interactions, demonstrated that what happens post-purchase greatly influences online shopper satisfaction, foster consumers’ emotional connections and poses as an opportunity to foster further loyalty.

Why post-purchase is so important

When consumers buy items online, there are five key factors that influence satisfaction: price, site navigation, delivery, package condition and customer service. According to the report, three out of the five of those factors, including delivery, package condition and customer service, are crucial components of the post-purchase consumer journey—which points to just how important it is.

Unlike brick-and-mortar purchases, e-commerce purchases don’t allow the consumer to complete a transaction and instantly receive their purchase. Since the process is more digital, it is crucial for retailers to execute seamless delivery, ensure packages are not damaged and provide support for consumers while they wait for their new items.

Bain and Co. data said that a 5 percent increase in customer retention can boost a company’s profitability by 75 percent, so focusing on post-purchase activity can directly impact the bottom line.

Consumers want transparency during post-purchase phase

While waiting for their packages, consumers don’t want to be kept in the dark about where those goods are. Retailers need to be transparent with consumers and allow for things like the ability to track packages and receive message updates.

Consumers, on average, visit a provided tracking page as many as three times per order, which means retailers have three additional times to reengage their customer. Sixty percent of online consumers also said they are more likely to shop with a retailer that can provide them exact delivery dates.

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Although many shoppers receive emails about their online orders, quite a few are choosing to receive mobile notifications, too. During post-purchase, mobile messaging channels, including Facebook Messenger and SMS text, witness a 5.5 times higher SMS opt-in rate compared to pre-purchase. Consumers who receive smartphone messages reported 18 percent higher satisfaction compared to those who didn’t.

Luxury and mass merchant retailers lead the pack when it comes to post-purchase engagement. These retailers efficiently communicate with consumers and provide personalized shopping recommendations from order confirmation to delivery. Consumers that buy premium-priced goods also track their goods 17 percent more frequently and choose delivery notifications 43 percent more often during the post-purchase stages.

Post-purchase locks in future loyalty

Post-purchase is a marketing opportunity for retailers since consumers are willing to engage and shop after they order products. If retailers can bridge the gap between the moment customers buy and receive their deliveries, they are more likely to turn a one-time consumer into a repeat one.

By leveraging marketing assets on tracking pages, retailers can lock in consumer loyalty and secure revenue. Compared to standard marketing emails, the average click-through rate on marketing assets from the tracking page is three times higher.

To keep consumers coming back, retailers could solve emotional needs, ensure relevancy and communicate proactively throughout post-purchase experiences. Consumers aren’t just buying items online, they want to feel cared for by the retailers they shop with. Retailers will have to assure consumers that they are accurate, reliable and timely from the minute an order is placed to the delivery of that package. Consumers and retailers could also engage on social media platforms, should consumers have questions (and for retailer feedback) once an item is delivered.