Why Retailers Must Seize the Post-Purchase Opportunity to Create a “Moment of Trust”

Sourcing Journal – Writing last August about the importance of the post-purchase experience, BRP Retail Consulting SVP and practice lead Jeffrey Neville described retailers as creating a “moment of trust” when they regularly communicate order and shipping updates to consumers who would otherwise be left in the dark in the oft-ignored opportunity between purchase and package delivery.

“Customers who shop without a sense of risk will feel more comfortable making repeat purchases in the future,” Neville noted. Retailers are beginning to realize the value of the post-purchase opportunity as a time to strengthen the customer relationship and brand moments typically outsourced to third-party shippers.

Retailers that enrich the post-purchase experience stand to gain greater customer loyalty, an important move, BRP said, because these customers are between five and 25 times less costly to convert and 80 percent more likely to buy again in the future.

“By crafting a post-purchase experience to minimize stress and maximize convenience, retailers make an investment in a sustained relationship with their customer,” BRP noted.

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