Discover how to turn one-time buyers into loyal customers by improving your post-purchase experience with personalised, timely messaging.
You’ve bagged the sale and have a happy customer – what happens next?
To drive repeat business and improve brand perceptions, many retailers also invest in post-purchase experiences, with regular order updates, requests for feedback, personalised offers and loyalty schemes.
Those who forget about their customers’ post-purchase experience may not generate the repeat sales and loyalty they’d like – but how can you deliver an excellent experience?
In this article, we’ll explore which brands are leading the way with post-purchase experiences and how to elevate it.
What is the post-purchase experience?
A post-purchase experience simply refers to the experience a customer has with your brand once they’ve bought a product or service, whether in-store or online.
A good post-purchase experience typically includes delivery confirmations and updates (if online), feedback opportunities and personalised offers and recommendations. A bad post-purchase experience (such as poor customer support or a damaged product) can cause a customer to abandon your brand entirely.
Many retailers consider the post-purchase experience as part of their customers’ journey. For example, footwear company Diechmann asks for feedback after every in-store purchase, while skincare brand Medik8 emails customers advice once they reach a milestone with their retinol products to encourage them to move up to a higher strength safely.
But there is a disconnect – 18% of UK retailers don’t think the post-purchase experience can be improved despite 83% of consumers wanting it to be.
Consumer expectations are growing with many valuing personalised services, speed and convenience. Strengthening your post-purchase experience is one of the ways to improve customer satisfaction and there is plenty of opportunity to increase interactions, especially with online purchases.
Online post-purchase experience:
The post-purchase experience also includes returns and exchanges.
For example, high-street favourite John Lewis & Partners improves convenience by letting customers return online orders in its stores and its sister-company Waitrose’ stores. Customers can request a return online, receive a confirmation and QR code, followed by updates to keep them informed at each stage.
The in-store post-purchase experience differs slightly because it doesn’t usually include delivery. But it is highly personal, so there’s an opportunity to create memorable experiences and convert a customer for life.
Brands often attempt to boost the post-purchase experience by offering:
- Gift wrapping
- Newsletter sign-ups
- Voucher/promo code for next shop
- Free samples
- Event invites
- Feedback
- Giveaways / prizes
Why does the post-purchase experience matter?
93% of customers say the post-purchase experience is important to them.
As well as increasing your marketing opportunities, you can show customers that you value them as individuals – not just their business. By building a relationship beyond purchases, build true brand loyalty and push customers further towards the loyalty/advocacy stages of the marketing funnel and stand out against competitors.
Post-purchase text message example:
Thanks for visiting our [LOCATION] store today! 💜 We hope you’re happy with your purchase and we’d love to see you back on [DATE] for the [EVENT]. We’ll message you with more details closer to the time. 👀
A good post-purchase experience can result in:
- Improved retention
- Brand loyalty and customer satisfaction
- Repeat business
- Reduced complaints and enquiries
By seeking feedback and responding quickly to customer queries, you should also reduce the number of customer support tickets and long call waits. For example, automated two-way WhatsApp chatbots enable you to answer frequently asked questions such as ‘How to make a return’ or ‘My parcel hasn’t been delivered’. Customers get instant responses, improving their satisfaction and your brand perception.
With a messaging app like WhatsApp or RCS and SMS, you’re able to send automated order updates straight to your customer’s mobile, so they can plan around its delivery. Two-way chat also enables conversational messaging.
Examples of a good post-purchase experience
Some retailers are leading the way with post-purchase experiences having carefully planned how they will increase value for customers.
John Lewis & Partners
One of these retailers is John Lewis & Partners. Known for its excellent customer service, the department store increased its returns period during Christmas from 30 to 35 days, so customers have more flexibility and time to return any unwanted (or duplicate) gifts. The brand also offers ‘Price Promise’ where customers can ask for price matches for seven days after purchase.
AO.com
Electrical retailer AO.com keeps customers updated with delivery at each stage. Customers are notified by SMS about their delivery timeslot and they can track it live from their account. The brand also offers customers flexibility by enabling them to choose their own timeslot, change it or rebook the delivery to a date that’s more convenient. As well as price matching products against other retailers, it also offers customers an installation and removal service post-purchase.
Holland and Barrett
Health and wellness retailer Holland and Barrett offers a personalised post-purchase experience by providing health advice after purchase. Customers can also choose to subscribe to products at check-out for recurring deliveries, which makes ordering more convenient. The brand has a loyalty scheme, which rewards customers with points for every purchase and quarterly vouchers.
Amazon
Amazon offers customers plenty of choice after they’ve made a purchase. For example, customers can cancel an order within 30 minutes after hitting checkout. It’s also best known for its fast and flexible refunds, which are typically processed straight after a customer has dropped off their parcel. Customers are kept up to date with order confirmations, dispatches, delivery and review messages.
Fashion brands
Retailers like Debenhams send follow-up communications with personalised product recommendations, which is also a valuable cross-sell opportunity. Some retailers offer in-store services like personal shopping, so they can also offer follow-up appointments, post-purchase styling tips and aftercare advice.
[Pull-out] Thanks for your order [NAME]! 🫶We thought you might like to pair it with [PRODUCT] to complete the look. [SHOP NOW]
Currys
Technology retailer Curry’s is also well known for providing a good post-purchase experience. It offers a set-up and tutorials in-store to help customers get to grips with their new electronics or alternatively, free online guides. The retailer also offers repairs for products within warranty (usually a year), and 24/7 customer support – its technicians can even diagnose problems remotely.
How to improve your post-purchase experience
A good post-purchase experience results in happier customers and fewer complaints/returns. Anything from a simple ‘thank you’ message to product support can help you stay memorable. This is achieved through accurate data capture and personalisation, which helps to create memorable, engaging experiences.
Data capture
First- and third-party data is critical to personalisation – you can get customer data once they’ve placed an order online or capture it in store following a purchase. Data can be used to personalise texts with first names and to send tailored product recommendations.
For example, trigger an SMS automatically once a customer has placed an order, so you can send a personalised thank-you message and keep them updated with the order status. Once the item has been delivered, follow up by asking for feedback or providing support on returns/refunds.
Two-way conversations
Two-way conversations via RCS or WhatsApp help you stand out and create memorable post-purchase experiences. For example, if a customer has a problem, they can message you via WhatsApp, where you could share helpful advice such as manuals, video demos, voicenotes and links to more help. A two-way conversation is also more engaging, offering customers personalised one-to-one support.
Conversations can be made faster and scaled up with automated two-way WhatsApp chatbots. These chatbots are built on your business data, enabling you to send personalised messages to customers, helping with enquiries or providing information such as balances.
Feedback
It helps to know how a customer feels about the service they’ve received – and they can also share their experience to resolve any problems. SMS Surveys allow you to capture fast feedback from customers at critical points in their journey such as post-purchase when momentum is typically high or after a query has been resolved.
Order confirmations and updates
Schedule order confirmation messages and delivery updates to keep customers informed about their purchases. Texts can be personalised with names, the order ID or a tracking link. Also let customers know if an order is delayed – and the reason why – to help manage expectations and reduce any complaints/queries.
Esendex’s Automated SMS solution enables you to automatically trigger texts once a customer has made a purchase or order has been processed. You can also create templates that fit your tone of voice to save time.
Thank you
A simple text or WhatsApp message that says ‘Thank you for shopping with us’ can go a long way with customers. Go a step further and send them a promo code, voucher or gift as a thanks. Back in 2023, beauty brand Estee Lauder handed out £5-off vouchers for its best-selling foundation after customers made a purchase in-store.
Loyalty programme
Run your loyalty scheme through a messaging service like WhatsApp or RCS, where you can send balance updates, new offers or event invites. The multimedia functions like GIFs, pictures and videos can help you improve engagement and grab attention.
Advice and guidance
Whether you sell electronics or haircare, offering follow-up advice and guidance can improve a customer’s post-purchase experience and help them to use your product correctly. Send links to helpful guides, ‘how to use’ emails, aftercare advice and styling tips. WhatsApp is a great messaging platform for advice because it enables two-way messaging and multimedia such as video tutorials and product suggestions with image carousels.
A multichannel approach
Offering multiple channels for customers can also improve customers’ post-purchase experience because it reduces friction and they can connect on a channel that is accessible. The Esendex platform supports:
Messages can be tailored to your customer including first names for better engagement. When integrated with your tools/platforms such as a CRM, use data including previous purchase history to send more personalised product recommendations, aftercare or styling advice, and loyalty schemes.
How Esendex helps post-purchase
As a business messaging solutions provider, we work closely with our own customers post-purchase to ensure they’re getting the most out of our platform. This includes implementation support, the Esendex Support website, customer support in the UK, free messaging templates and helpful resources such as guides.
For example we helped the UK’s biggest online supermarket Ocado improve communications with customers by helping to implement an automated one-way text messaging system. This means customers can be kept up-to-date with their deliveries in real-time.
“We’re driven by our customers’ needs so we’re always looking for ways to enhance our services and pride ourselves on innovation. By improving our behind the scenes operations, we can add real value to our offering.”
Director of Planning and Supply Chain at Ocado
From simple order updates to personalised experiences such as gift wrapping, the post-purchase experience offers you the chance to add value to a customer’s experience with your brand – and stay top of mind for any future purchases.
Underpinning these communications should be a secure and reliable messaging platform that supports multiple channels and automation at key stages in the journey.
Find out how Esendex can help to improve your customers’ post-purchase experience.
Esendex
The team at Esendex comprises tech experts and experienced marketers who thrive on sharing their know-how, to support prospects and customers to identify the right mobile messaging solutions for their business.
