Purchase Regret: The Reason For High RTO% and Poor Customer Experience

Customers often experience improper shipping or disappointment in the ordered product, making the entire purchase decision regretful. One in three customers go through purchase regret. A report by Gartner points out its due to inadequate post-purchase experience from several enterprises. A significant gap in the customer experience often results in high Return to Origin (RTO) rates and diminished satisfaction.

Understanding Purchase Regret and Its Implications

Purchase regret, also known as buyer’s remorse, typically occurs when a consumer is dissatisfied with their purchase decision. This regret often stems not only from the cost but from the experience following the purchase, especially with online shopping. The delay between placing an order and receiving it can amplify feelings of regret.

For example, if an online store indicates the estimated delivery within 7-14 days without specifying a precise delivery date, customers may start to feel uneasy as they wait. Whether the order will ship in 7 days, 14 days, or after 14 days, can lead to anxiety. This uncertainty often prompts customers to contact the store for updates, and if their concerns are not addressed properly, they may regret their purchase, particularly if it’s a high-value item.

Strategies to Prevent Purchase Regret Through Effective Customer Engagement

To mitigate purchase regret and enhance customer satisfaction, businesses must focus on post-purchase engagement rather than just presale tactics. Here’s how you can do it:

1. Implement Branded Tracking Pages to Combat Purchase Regret

Purchase regret often arises when customers find a better deal or alternative while waiting for their order. To reinforce the value of their purchase and reduce regret, you can keep customers engaged through branded tracking pages.?

A branded tracking page allows customers to check their order status directly on your website. This approach offers two key benefits:

- Reinforces Purchase Value: By frequently visiting your site to track their order, customers are reminded of their purchase and the value it offers. This reassurance helps them feel more confident about their decision.

- Enhances Brand Perception: A well-designed tracking page signals professionalism and reliability, positioning your brand as more established compared to competitors. It can help prevent customers from second-guessing their decision.

2. Send Proactive Order Status Notifications to Alleviate Anxiety

Typically, customers need to track their orders using a waybill number on a third-party courier site, which can be cumbersome and confusing. This process often involves logging into their account, finding the waybill number, and navigating a potentially complex courier website.

To simplify this process and reduce anxiety, automate your order status notifications. By integrating a customer engagement module, you can send automated updates via email and SMS at each stage of the delivery process—order confirmation, shipping, transit, out for delivery, and final delivery. This proactive approach ensures customers are always informed about their order status without the hassle of tracking it manually. Adapting Non-Delivery Report (NDR) Management, RTO impact seller's profitability and incur additional expenditure on shipping. Clear and timely updates help maintain a positive experience and reduce the likelihood of regret.

3. Utilize Personalized Product Recommendations to Enhance Engagement

Once you’ve addressed purchase regret and order anxiety, you can further engage customers and boost future sales. A branded tracking page provides a prime opportunity to cross-sell and up-sell products. Instead of relying solely on post-purchase email marketing for product recommendations, use the tracking page to suggest complementary or upgraded products.

As customers check their order status, they can also see tailored recommendations for additional items that enhance their current purchase. This dual approach can reassure customers of their current purchases while encouraging new ones to drive repeat business and increase conversion rates.

Conclusion

To avoid escalating costs related to increased WISMO (Where Is My Order) calls, losing customers to competitors, or dealing with high RTO rates, it’s crucial to address purchase regret and order anxiety effectively. A comprehensive strategy that with proactive notifications, branded tracking and personalized recommendations can ease the post-purchase experience. By doing so you not only minimize regret but also improve customer loyalty and enhance overall satisfaction.