This is why online retailers need to improve the post-purchase experience

Chain Store Age – Retailers say customer loyalty is critical to their business, yet few actually measure retention.

This was according to “Best Practices for Enhancing the Post-Purchase Experience,” a study from Boston Retail Partners, retail consulting firm. While it is no secret that a returning customer is less expensive to convert and has a higher average order value than a new shopper, the e-commerce industry continues to be mainly focused on the acquisition of new customers — a strategy that requires adopting the latest technologies and marketing strategies.

“By crafting a post-purchase experience to minimize stress and maximize convenience, retailers make an investment in a sustained relationship with their customer,” the study revealed. “Enhancing your post-purchase customer experience doesn’t necessarily mean investing heavily in the latest technologies. We believe [our best practices] can create a welcome and trusting experience for your customers to return time after time.”

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