So, where are most retailers?

Most brands are between defined and standardized. Why? Because brands first invested in PPX during the height of the global pandemic to help reduce WISMO calls. Since then, it’s been a “set-it and forget-it” transactional touchpoint. And, while this is an essential part of the post-purchase experience, it’s also symptomatic of a reactive strategy where PPX is an afterthought siloed from overall the customer journey.

Now more than ever, the post-purchase experience gap is having a significant impact on customer churn, lifetime value, revenue and loyalty. Brands focused on continuous future growth and personalization will be the ones who win. Personalization is now the standard, not the standout.

You have to create a journey that doesn’t end at checkout. Can customers be sent to brick-and-mortar locations to get last-minute deliveries? Are your parcel updates sent as they happen? Is there an easy option to return items that feels intuitive? These are the moments that create customers for life, and thousands of retailers are missing out on them.