4 points that make up a good post-purchase experience

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

1) Identifying the problem: "Experience Gap"

Most e-commerce companies have (unfortunately) not yet developed a concept for the post-purchase journey of their customers. The problem with this is that the transaction does not 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 traders 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 colour="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 customised shipping tracking solution that provides clarity to the delivery process. Shoppers are informed of the status of their delivery 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 shop. 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 enquiries and increase the repurchase rate.

With a dedicated shipping communication, the experience gap is closed and the shopping experience is completed instead of stopping in the middle.

3) Increase message relevance

While customers are waiting for their shipment to be delivered, they are particularly 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.

It is important here to pass on only really relevant information. Has the parcel been sent? Has it arrived at the nearest postal centre and will be delivered tomorrow? Has there been a delay and the delivery date has been postponed by a day? That is the information that really interests customers. Not whether the parcel 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 colour="green"]Dispatch messages offer a great opportunity to include a little advertising. For example, cross-selling sales through personalised on-site promotion are well suited. For example, "You might also like" articles 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 time in such situations. Successful brands are informed about the status of the delivery at all times in order to be able to identify any problems in time - and to take proactive measures. Because 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 is much easier to forgive the delay. And the retailer also makes a good impression.

A good post-purchase experience creates repeat customers

Online retailers should create a first-class post-purchase experience so that their customers become long-term and loyal customers. As a result, customers are not only satisfied with the product, but also with the entire journey at all times.

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

Practical guide for good shipping communication

For all those who would now like to know how customer communication may look according to the GDPR, you can find our practical guide here: