Written by Shipup’s Agop Ashjian
Keeping online shoppers returning has become increasingly challenging for retailers. However, a comprehensive post-purchase strategy can significantly improve retention and entice customers to keep spending. Here are 11 effective ways to turn every shopper into a loyal fan…
1. Get personal
Customise all your communications to each customers’ preferences and needs. Sending personalised messages to shoppers following their purchase can help make them feel valued and understood, encouraging repeat purchases. Recent research by Shipup found that a significant number of shoppers (72 per cent) are more likely to return if their experience is personalised.
2. Tracker upgrade
Invest in customised tracking pages hosted on your website for customers to view their online orders. To maximum sales potential, these pages should display promotional messages and product recommendations while maintaining a polished, branded appearance. This demonstrates your professionalism and can help drive additional sales.
3. Messaging service
Go beyond order confirmations. Use post-purchase emails to engage customers with upselling opportunities, personalised product recommendations and engaging content. Courir, a leading French sneaker brand, achieved a 60 per cent open rate for its post-purchase emails by adding personalised messaging – three times the industry average.
4. Perfecting promotions
Showcase irresistible promotions to shoppers during any post-purchase touchpoints such as tracking pages or email notifications. Highlight special offers, discounts or limited time deals to entice customers to make another purchase.
5. Text updates
Send real-time updates about each customer’s order status, delivery times and potential delays through SMS notifications. This direct and immediate communication keeps keep shoppers informed and reassured – increasing satisfaction and ultimately securing their return.
6. Great expectations
Likewise, notifications about shipping delays or delivery status changes are essential. Real-time alerts manage customer expectations, maintain transparency and turn potentially negative experiences into positive ones. This is particularly important as 85 per cent of shoppers avoid retailers after a bad delivery experience.
7. Ask for feedback
Automate post-purchase customer feedback to gain insights and address issues promptly. Sending satisfaction surveys via email allows customers to rate their experience and provide comments, showing that their opinions matter and helping to prevent negative reviews.
8. Content with value
Send content that aligns with your customers’ interests and past purchases. Include how-to guides, product care tips and complimentary accessories in order tracking pages and notifications.
9. Courier control
Collect and analyse data from your customers and carriers to optimise the delivery experience. Use this information to negotiate better terms with carriers and tailor communications to meet your customers’ needs.
10. Easy returns
Ensure a seamless return process with clear, easy-to-find and hassle-free policies. Offer various return options – such as exchanges and store credit – to make returns run as smoothly as possible while retaining customer loyalty.
11. Community spirit
Leverage high-engagement post-purchase order tracking pages and email notifications to build a community. Encourage customers to share user-generated content on social media and include your social media handles in communications to foster a sense of community and turn customers into ambassadors.
A robust post-purchase strategy is crucial for retaining online customers in today’s competitive landscape. By implementing some of these tips, small retailers can enhance customer service, boost retention, drive repeat business and stand out in a crowded market.
Agop Ashjian is CEO at leading post-purchase experience tech provider Shipup; shipup.co