How to improve your customers’ post-purchase experience as an online retailer
Your customers’ shopping experience isn’t related only to the time they spend browsing your product and making a purchase. Most often than not, your customers’ journey starts well before they land on your website and goes past your checkout page.
So, while your website might convert some of your visitors and convince them to buy your products, it might not offer your clients the best shopping experience.
By the end of this article, you’ll learn about the importance of offering a good post-purchase experience and how to optimize it. Read on to find out more.
The importance of a good post-purchase customer experience
The post-purchase experience you offer is extremely important because it can either delight your customers and convince them to become repeat buyers, or it can leave a sour taste in their mouths and drive them to your competition.
Despite the fact that it’s one of the most important steps in the customer’s journey, optimizing the post-purchase experience is one of the strategies retailers commonly overlook.
Why the post-purchase customer experience is crucial for online retailers
The post-purchase experience you offer is crucial for your online business because this is when your customers, especially your new customers, are most vulnerable.
When people buy something in a brick-and-mortar shop, they get to examine the product and hold it in their hands at the checkout line. This doesn’t happen when they shop online.
When shopping online, your customers are parting from their money for, well, nothing more than a promise. Your promise that the product matches the specifications on the website, that it’s new and in an immaculate shape, and that it will arrive when you said it would.
This is why offering a poor or even mediocre post-purchase experience is not doing you any favors. A forgettable experience can leave your customers wondering if they’ve made a good decision by trusting you.
Most brands limit their post-purchase to a confirmation email informing the clients that their order has been processed. However, when done right, a good post-purchase experience can help you
- Drive brand loyalty and increase your customers’ lifetime value
- Increase your competitiveness in the online space
- Address and eliminate any fears your customers may have regarding online shopping
- Reduce your customer service costs
A good post-purchase experience can help drive brand awareness & loyalty and increase the customers’ lifetime value
More brand loyalty helps increase the average order value and increases your customers’ lifetime value. Businesses that have loyal customers spend less on acquiring new ones because their existing clients recommend their products or services to friends and family members.
And customer experience is now the main brand differentiator for online businesses. Companies that prioritize customer experience nearly double their customer retention rate, repeat purchases, and average order values.
The great thing about having loyal customers is that you’re more likely to sell to them than to new ones. The probability of selling a product to a customer who already bought from you is 60 – 70%, while the probability of selling a product to a newly acquired customer is just around 5 – 20%. In addition, loyal customers spend 67% more than new ones.
Post-purchase customer experience can reduce your customer service costs
Customer service can put a lot of pressure on your team and can affect your profit margin. But when customers receive real-time updates on where their order is and find it easy to return products, they have fewer reasons to jump on a call with your customer service specialists.
Innoship helps you improve your customers’ post-purchase experience
Innoship, the startup that optimizes the interactions between retailers and courier services, can help you provide a better post-purchase experience to your clients.
With Innoship Connect, you can connect to 65+ local and international couriers with just two clicks, at no extra cost. This enables you to offer your customers all the delivery options available in your area, such as:
- Same day delivery
- Next day delivery
- Standard delivery
- International delivery
- Fixed point delivery
- Locker delivery
Innoship Interaction enables you to create a notification flow tailored to your business and clients. You can send out notifications via email or SMS when the order has been processed, when it’s been picked up by a courier, and when it’s about to arrive. This helps you keep your customers engaged until their order arrives, easing their worries. In addition, you can also use the notification system for brand awareness & loyalty campaigns.
With Innoship Discover, you can track all the orders you send out in a single platform, no matter how many couriers you use. Innoship’s interactive map enables you to assess the performance of your couriers in different delivery areas, so you can improve it if necessary. This helps you optimize your delivery process and improve your customers’ post-purchase satisfaction.
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