Strategies to Enhance Post-Purchase Engagement
Most e-commerce brands get excited when they convert a prospect into a customer. However, this is just the start of their engagement with the customers. Brands must continue engaging their customers even post-purchase. It would build trust and loyalty and result in higher brand advocation. Moreover, as the acquisition cost becomes increasingly unsustainable, brands need to retain their customers by establishing and delivering on their distinguished offerings.
In addition to having traditional processes like email communication, loyalty, and rewards programs in place, brands need to study the post-purchase behavior of customers to curate better engagement strategies. Knowing what customers do right after they buy along with what led people to the buy button, will help reduce the friction points.
Here we have listed down the activities customers do immediately post-purchase and how brands can use these insights to drive customer engagement.
Activities customers perform immediately post-purchase:
Join brand’s online communities:
Customers who buy from brands that exhibit high loyalty characteristics often want to associate with like-minded people. They want to participate in the brand’s experience. So they often seek out the brand’s official or unofficial online communities to continue their post-purchase experience.
Brands can build their community on social media platforms and invite customers to join and share their recent purchase experiences. This would validate their emotional need to have bought something of value. Hence, it would increase brand advocacy.
Brands can also use these communities to share recent updates on their products and services.
Seek how-to-use guides and videos:
After purchase, customers would be eager to start using the product. Any inconvenience at this stage would frustrate the customers and increase the chances of the product return.
Brands can educate customers on their purchases by providing how-to-use guides via emails or directing them to a written guide on their website. They can also send newsletters highlighting unique features of their products, exciting things that customers can do, and product-care tips to attain maximum value. All these activities would help brands make the experience utilitarian and drive significant engagement.
Brands can also create FAQs by looking at the types of questions/ obstacles customers often ask/ face before or after purchasing the product in customer service calls and share them through emails. It can pre-emptively address these issues.
Try to justify their purchase:
Most of the time, customers experience psychological tension or anxiety after purchasing the product. They are forced to ask, “Did I make the right decision buying this particular product?”. It can be due to the quality of purchased items or access to the competing set of products or brands.
The above situation is called post-purchase dissonance or buyer’s remorse. Brands should understand that it leads to product returns and even disloyalty.
Brands can address buyer’s remorse by reassuring customers that the purchased product is the right choice. They can highlight how the product would help customers reach their goals and solve their problems while selling the product itself. This proactive communication from brands can help customers be confident in their purchases.
Some customers might have issues with committing to an unknown/ new brand. Brands can use social proofing to their advantage in this scenario. They can assure customers that other people are buying their product too. For instance, brands can highlight “xxx number of people are viewing this product currently” or “xxx number of people have purchased this product in the past few hours.” Brands can display user-generated content (UGC) and product reviews prominently across the homepage, product pages, and checkout page, as prospect customers consider past customers to be a more authentic and reliable source of information.
Act on compelling offers:
Customers do get excited about the brand if they are satisfied with their delivered products. This satisfaction can prompt them to make additional purchases when presented with well-timed or well-positioned offers.
Brands can use this opportunity to motivate customers to come back and make additional purchases. Product recommendations, special offers, upsells, or cross-sells perform better to encourage customers into making a purchase. Brands can make these offers more valuable by personalizing them. They can use demographic and behavior segmentation to profile the new customers and send the communications which have worked for similar kinds of profiles in the past. Moreover, to make the messages more relevant to current situations, brands can consider the latest market trends.
Many brands often overlook post-purchase engagement and concentrate all their efforts on acquiring new customers. But that is not a comprehensive approach given that repeat purchases amount for a significant portion of revenue. Hence, it is crucial to have a post-purchase strategy to activate repeat engagement, improve loyalty, and drive additional revenue. Brands can leverage the above insights to minimize friction points that customers might encounter post-purchase and drive significant growth in their business.