Improving The Ecommerce Post-Purchase ExperienceBy Paul Wynter oct 25th ,2020
The 'post-purchase' often turns out to be an overlooked stage of the customer's journey in an eCommerce store. But it is indeed an essential strategy to ensure that your customers' relationship with your brand does not end after their first purchase
What is an eCommerce post-purchase experience?
As the name suggests, it refers to the customer experience after they have purchased products from you. After the sale is done and the money is credited into the account, most eCommerce stores assume that their work is done, and they don't need to chase their customers anymore. However, this idea is absurd, and you cannot afford to assume this if you aim for the constant growth of your eCommerce outlet. In this stage, the most common activities from your side would include garnering feedback from your customers and encouraging them to suggest any improvements, if needed.
How to improve the post-purchase experience of your converted customers?
If you are spending all your energy on making sales, then you need to revitalize because you are not done yet. To enhance customer relationships so that they become repeat customers, follow these well-proven strategies:
Thinking in reverse
Remember in times of offline retailing when customers had the chance to interact with store employees even after purchasing products. No matter how convenient eCommerce shopping is, it does not offer you this physical interaction. To make up for this, you need to offer memorable experiences to your customers so that they stick. Only offering high quality and genuine products would not be sufficient, and you would have to pay attention to packaging and product delivery as well. If the delivery takes longer than usual or the packaging is shabby, your customers will not choose you the next time for sure.
Personalized feedback options
One of the mistakes most companies unintentionally make is sending feedback requests to customers just after acquiring the package. As a result of this, most of these feedback requests go unnoticed as customers do not feel the need to do so unless they have used the product. So the wisest decision would be to schedule feedback after 30 days of the delivery. It would give your customers ample time to analyze the pros and cons of the product. They can then send over their feedback and other recommendations regarding the particular product they have purchased.
If your customers don't know how to use or care for your product, isn't it evident that they would lose interest in your brand? Therefore, it is essential to send in a 'how-to-use' guide along with the package so that your customers can get familiar with the product even without your physical help. You can also create a video about product care to better understand and then attach the link in the feedback, or thank you for an email.
Hassle-free return request
No matter how great your products, some people would always want to return, and there is nothing you can do about it. You will have to realize that things are not always perfect and thus your products might not be suitable for everyone. Under such circumstances, if you streamline the return requests, your customers will perceive you as a responsible brand. The best way to go ahead with this is by facilitating a pick up from your customer's doorstep. However, if you cannot arrange it, then you offer free return shipping to your customers. To make returns even more comfortable, you can attach a link for registering for return on the returns policy page.
Email reminders about replenishments
These are email alerts you would schedule beforehand to remind customers about stocking up your products. If you sell products like pet foods, makeup, and even groceries, then roughly predict the lifespan of the product and, within the duration, remind your customers about replenishing it. You would only need to put minuscule efforts into this, but your customers will rely on your brand. To catch your users' attention via the email alerts you are sending, incorporate tidbits of humor in it
Offer purchase incentives
Now that you have got many loyal customers, are you going to sit back and relax? If your customers are repeat purchasing from your eCommerce store and referring your products to their contacts, what is in it for them? It is absurd to expect many things from your customers if you are not paying them for their loyalty. To ensure that your customers' loyalty to your brand stays intact, you will have to offer them some incentives. For example, if they refer five of your products to their friends and the leads get converted, you can offer them a gift card or a discount coupon. Even if your customers are signing up for your newsletters or following your social media pages, ensure that you are repaying their gratitude somehow.
Send complementary recommendations
After delivering a product to your customer and getting their feedback, you can offer them relevant recommendations. For example, if they have bought apparel, you can display them complementary products like bags or shoes to complete the look. It will bring you revenue without being over promotional.
Follow these super easy tips and implement these in your CRM strategy now to enjoy greater customer lifespans. Another quick tip is to offer a bit more than just the purchase, and it can be a lollypop or a scarf so that your customers can think that they are getting more value for their money spent.