4 points that make up a good post-purchase experience

4 points that make up a good post-purchase experience
Published on: Jul 7, 2018
Updated: Aug 18, 2022

We already discussed why retailers shouldn't leave shipping out of their hands in our last post. The solution: take post-purchase communication into your own hands

Here we have broken down what exactly constitutes good post-purchase communication into four points:

1) Recognize the problem: "Experience Gap"

Most e-commerce companies have (unfortunately) not yet worked out a concept for their customers' post-purchase journey. The problem with this is that the transaction doesn't end for the customer when they click the "buy" button. After all, once a buyer has ordered something online, he still has to receive the product. And that is one of the most emotional moments of the entire shopping experience. Waiting until he can hold his goods in his hands. This is actually the ideal moment for retailers to place their messages - because they fall on open ears. Customers are particularly attentive now. 

However, it is precisely at this point that there is usually a gap in communication between retailers and customers: the so-called "experience gap". It is up to retailers to create and consistently deliver a consistently positive experience for their customers (literally and figuratively).

[tooltip color="blue" title="Experience Gap"]The Experience Gap means that online retailers stop communicating and leave the field to their logistics service providers - instead of completing the carefully crafted customer journey in their (language) style. The result: the customer's shopping experience is interrupted.[/tooltip]

2) Don't let the communication with the customer break down


One of the parts of the customer journey that marketers should focus on is the post-purchase experience. Rather than sending customers to a third-party website, many major brands have implemented a custom shipping tracking solution that provides clarity to the delivery process. Shoppers are notified of the status of their shipment at any point in the Journey, can check the shipping status themselves, and can cross-sell items to browse. All this happens without leaving the retailer's online store. Customers stay in their own ecosystem, so to speak. As a result, retailers not only gain more website visits, but also reduce the number of customer service inquiries and increase the repurchase rate.

Image Having a dedicated shipping communication closes the Experience Gap and completes the shopping experience instead of stopping in the middle.

3) Increase message relevance


While customers are waiting for their shipment to be delivered, they are especially receptive to communicating with the retailer. This is a great opportunity! If retailers inform their customers about the most important events during this phase, the messages usually fall on open ears.

The important thing here is to pass on only really relevant information. Has the package been sent? Has it arrived at the nearest postal center and will be delivered tomorrow? Has there been a delay and the delivery date has been postponed by a day? This is the information that really interests customers. Not whether the package has been loaded from vehicle A onto truck B, but the exact delivery date is not yet certain. Those who make clever use of this circumstance can also further strengthen customer loyalty with the help of the post-purchase tunnel.

[tooltip color="green"]Shipping messages offer a great opportunity to include a little advertising. For example, cross-selling sales through personalized on-site promotion works well. For example, "you might also like" items based on an evaluation of the customer's previous purchases[/tooltip].

4) Act proactively instead of just reacting


However, during the "Experience Gap" there are also a variety of things that could go wrong and upset the customer: Delivery of the wrong item, wrong shipping address, damaged item, late delivery, etc. Unpredictable things happen all the time, but there is a way to prepare for them.

One bad experience alone does not mean a lost customer. What matters is how much the brand is able to react in a timely manner in such situations. Successful brands are aware of the status of delivery at all times, so they can identify any problems in time - and take proactive measures. After all, those who intervene in time and inform their customers about changes in the process suggest that they care about their customers and that they are important to them. If you receive a nice apology email from the retailer when a delivery is delayed - perhaps with a small discount offer to sweeten the wait - instead of simply waiting in vain for your package, it's much easier to forgive the delay. And the retailer leaves a good impression to boot.

A good post-purchase experience creates repeat customers


Online retailers should create a top-notch post-purchase experience so that their customers become long-term and loyal customers. Consequently, customers are satisfied not only with the product but also with the entire journey at any point of time.

If you want to know how best to communicate during the customer journey and ensure good customer loyalty, you can find more information here on the blog.

Practical guide to good shipping communication


By the way, for all those who would now like to know what customer communication may look like in accordance with the GDPR, you can find our practical guide here:


Written by


Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.

Read more from parcelLab
More from the category Research