Post-purchase communication is a key to continued customer patronage as well as to long-term brand loyalty. Poor follow-up can be quite detrimental to customer relationships. So, how can we do better?
Alexandra Sheehan, writing for Shopify, offers several observations and tips to enhance post-purchase communication:
“Post-purchase communication is an essential facet of any marketing and customer retention strategy. 50% of consumers feel buyer’s remorse after a purchase; so this is your opportunity to help rationalize the purchase and ease their worries. Focusing on and building relationships with your existing customers is a cost-effective way to boost sales. Acquiring new customers costs five times as much as it costs to retain existing customers. A new customer is 5%–20% likely to make a purchase, while existing customers are 60%–70%. Increasing customer retention rates by 5% leads to an increase in profits of at least 25%.”
“Effective post-purchase communications contribute to higher customer retention rates. It keeps the conversation going with your customers after they leave your store, strengthens the relationship with your brand, and helps inspire brand loyalty. From E-mail receipts to customer support, here are some post-purchase communication strategies and examples you can steal for your business.”
Click the image to read Sheehan’s many suggestions for energizing post-purchase communication and building stronger customer relations.
Image Credit: Get Vero
I find this article particularly interesting because I have never been very loyal to any specific shaving products brand, I would always just buy whatever seemed best at the moment. However, I tried dollar shave club and their follow up actually made me buy again. In today’s age it is so easy to follow up with customers, I don’t see why anyone wouldn’t do it.
You’re the first one from class to comment. 🙂
I found this article to be extremely relatable. I am someone who signs up for rewards programs and is responsive to companies that value my feedback and have great customer service. It really makes a difference when deciding whether I want to shop with them again. All companies should implement several of the strategies listed in the article to retain their customers.
I believe post purchase communication is a big deal because it makes the consumer feel valued. When I worked in retail the managers stressed exceptional customer service in order the customer to feel welcomed so they have a positive experience at the store and would want to come back again.
The emails I receive from companies I’ve previously purchased from do inspire me to buy again. I agree that this form of marketing is a “big deal” because it establishes a relationship with the consumer.