What Is an Example of Post-Purchase Marketing—and What Are the Benefits?
As customers around the world increasingly turn to ecommerce, more companies are realizing the importance of post-purchase marketing. In many cases, they recognize the relationship between the post-purchase experience and outcomes like increased customer satisfaction and total revenue.
Many ecommerce companies do a great job of sending post-purchase emails or inviting customers to fill out a survey or similar form of post-purchase evaluation. From there, however, not every company knows how to develop a well-rounded strategy for post-purchase marketing. Even when they understand the basic concept of promoting complementary offers or non-endemic ads as customers finalize their transactions, they may not be able to make each offer relevant for the customer in real time.
Keep reading for a quick overview of post-purchase marketing and how it can benefit ecommerce companies and their customers, as well as some post-purchase experience examples to inspire your own strategy.
What are 3 post-purchase outcomes associated with customer satisfaction?
A primary objective of post-purchase marketing is increasing customer satisfaction, which leads to customer loyalty and repeat transactions over time. While every customer and transaction is unique, the objective is always to delight the customer. Here’s are three positive outcomes you can look for:
- Customer satisfaction: Within the crowded playing field of ecommerce, post-purchase satisfaction can be a major competitive differentiator for companies that know how to keep their customers happy. Customer satisfaction, typically measured through CSAT surveys, often turns into loyalty and even brand advocacy over time.
- Brand loyalty: If customer satisfaction means a customer would do business with your company again, brand loyalty takes that commitment a level deeper. A loyal customer, by contrast, doesn’t want to do business with anyone but you.
- Brand advocacy: While customer satisfaction and brand loyalty are outcomes related to an individual customer’s experience with your company, companies that convert satisfied customers into brand advocates can reap huge benefits. Not only are brand advocates loyal, they actively tell others about their experiences online, which generates valuable leads to grow the business.
What is the post-purchase stage?
Within a typical ecommerce transaction, the post-purchase process takes place over the thank you and confirmation pages of an order. These, along with the preceding customer journey touchpoints—the cart and payment screens—comprise what we call the Transaction Moment™.
While each of these individual screens or stages—cart, payment, thank you, and confirmation—can seem routine, each provides opportunities to strengthen customer relationships and increase overall revenue. Here’s how:
- Cart: By providing customers with complementary offers once they’ve added something to their cart, companies can present them with opportunities for added value through upsells and cross-sells. Rokt’s powerful ecommerce platform empowers companies to use AI-powered tools that can predict the best offers for each customer and transaction, greatly increasing the chances of conversion.
- Payment: By partnering with third-party payment providers, ecommerce companies can transform payment pages from cost centers to revenue boosters. Using Rokt, companies can improve the customer experience and increase revenue by recommending payment providers tailored to their needs (including, for example, “buy-now-and-pay-later” financing plans).
- Thank you: Strong, long-term customer relationships are built one touchpoint at a time, including often-overlooked opportunities such as thank you screens. Not only can customer appreciation be a differentiator, it can also lead to increased overall revenue through tailored upsells and cross-sells.
- Confirmation: The final touchpoint within the Transaction Moment and post-purchase process, confirmation screens offer one last opportunity to connect with customers, provide added value, and generate additional revenue through relevant complementary offers, including those from third-party ads.
Visit our blog to learn more about how Rokt empowers companies to unlock value through the Transaction Moment.
What are the benefits of post-purchase marketing?
Post-purchase marketing benefits ecommerce companies as well as their customers in a number of key ways. From the customer side of the equation, post-purchase marketing (when done right) can introduce customers to additional relevant products, services, or buying opportunities. Depending on the strategy, ecommerce companies might promote their own products or services or partner with other brands to promote third-party offers (non-endemic ads). Ecommerce companies can also choose to develop partnerships with different payment providers, providing customers with additional options for a seamless checkout experience. All of these strategies can provide the benefit of additional ancillary revenue for ecommerce businesses while creating more delightful customer experiences for consumers.
There’s one big caveat to mention here: simply promoting additional offers does not, in itself, constitute a well-rounded post-purchase marketing strategy. Many companies think they are making things easier for their customers by promoting several different offers, for example, without realizing that in some cases too many options will cause customers to either dismiss them all, essentially treating them like spam email, or make a choice they wind up regretting.
The key, then, is relevance. In other words, successful post-purchase marketing requires companies to tailor their offers to each customer or transaction. By doing so, companies can demonstrate to customers that they understand their priorities and preferences. By contrast, bombarding them with offers is an undoubtedly impersonal and inefficient approach.
Unlock the moment that matters most with Rokt
Most ecommerce companies have a considerable amount of customer data and transaction histories at their disposal, but lack intuitive tools for turning that data into actionable insights. Rokt helps to solve this problem by providing robust AI-powered tools that can predict the most relevant offer or offers for each individual customer.
Learn more about how to unlock the Transaction Moment, generate ancillary revenue, and enhance the post-purchase experience for your customers by visiting our website. There, you can read a wide range of case studies, customer examples, and other resources. When you’re ready to discuss your needs, don’t hesitate to reach out directly. Our team is ready to share our expertise and insights, empowering you to make the best decisions possible for both your business and customers.