Yes, Your Post-Purchase Can Be Used As A Marketing Channel Of Its Own

As an e-commerce merchant, you NEED to focus on the post-purchase experience you offer, as their immense potential presents a goldmine of opportunities to delight your customers and turn them into brand advocates.?

First things first, why is the post-purchase phase so important? Well, think about it – your customer has just purchased from you, lucky for you — there weren’t any delivery issues and the overall shopping experience went decent and they parted ways with you.?

But if you put effort into providing a great post-purchase experience, you can create a chance to wow them, reinforce their decision, and keep them coming back for more.?

Of course, you can always choose not to provide great post-purchase experiences and find new customers but think about your choices: on one hand, it costs 7 times more to sell to a new customer than to an existing custom and on the other repeat shoppers ready to spend 67% more than new customers, so connecting the dots isn’t too difficult.?

ICYMI,?

• Proactive support - Anticipating potential issues to address any questions or concerns preemptively
• Seamless communication - Keeping customers informed throughout the post-purchase journey through timely shipping updates?
• Hassle-free returns - Simplifying the returns process with clear instructions, prepaid labels, easy initiation, etc

Are all aspects of a positive and memorable experience that ensures customers feel supported even after their purchase, fostering trust and satisfaction.?

Sure, following these practices is enough if you’re a merchant who’s done their job well in the post-purchase phase and is waiting for customers to repeat their purchases with you.?

But suppose you’d like to improve your repeat purchase rates drastically, you’ve got to take it up a notch. This can be done through post-purchase marketing.?

Using Your Post-Purchase as A Marketing Channel

What if I told you that your post-purchase can be used as a marketing channel of its own? All you have to do is get all of the other things — proactive customer support, branded order tracking experiences right, and the opportunity to post-purchase marketing unlocks on its own.?

Customers satisfied with your experience will keep coming back for more but ‘when’ becomes a question. What if they get distracted by a competitor with a better marketing strategy? This is where you begin your post-purchase marketing efforts and multiply your chances of driving repeat sales.

Without further ado, let’s get into things — here are a few tips to get you started on converting your post-purchase channel to a marketing funnel:

Personalized Thank-You Notes

A simple ‘thank you’ note that is well-personalized (including the name and their recent purchase information) is the perfect start to your post-purchase marketing efforts. It shows customers that you care and have a genuine appreciation for their purchase, no matter how small.

Product Usage Information / Guides

A feather that is taken out of the tech products’ hat. Following the thank you note, you can share tips on how they can effectively use the product they’ve just purchased. This can be especially valuable for brands that sell skincare or apparel.?

Product Recommendations

Just like the domino effect, a simple gesture of a helpful tip can encourage repeat purchases when you follow up by sharing personalized product recommendations based on their recent purchase. “Hey, thanks for buying our shampoo. Did you know that customers who also bought our conditioner had even better results?:” As easy as that.?

Personalized Discounts and Promotions

Even after all this, there is a slight chance that the customer would still be on the fence, looking to cut costs. You can reward such customers with exclusive offers and promotions such as a special discount on their next purchase or early access to upcoming sales.

Product Review Requests

Engagement never stops in the post-purchase phase. After all things go well, you can still reach out to your customers by inviting them to share their feedback about the product, delivery, and returns experiences (93% of consumers say online reviews will affect shopping choices). This makes the customers feel special as they believe they have a voice. Remember, the cycle only ends when you act upon their feedback and make regular improvements that impress them.

User-Generated Content

Once you are confident that your customers are well and truly happy with their purchase and experience, you can encourage customers to create content featuring your product (unboxing experiences or contests). By doing this, you can turn customers into brand ambassadors and thereby gain valuable social media engagement (71% of customers are more likely to Purchase Based on Social Media Referrals).?

That’s all from us for now.?

By treating the post-purchase phase as a marketing channel of its own, you are creating an opportunity to foster brand loyalty, build room for advocacy, and drive long-term growth for your business.?

So, the next time a customer completes a purchase with you, remember – it’s not just the end of a transaction, but the beginning of a long-term relationship. Make it count!?

Also, what are your thoughts on the post-purchase experience? Share your best practices in the comments!

#customerengagement #marketingstrategy #brandloyalty #postpurchase