Shipup, have announced new research on UK shoppers and their attitudes towards post-purchase communications. One in four shoppers always read their post-purchase emails (26 per cent) and 29 per cent read them regularly. Yet, a quarter of shoppers (25 per cent) claimed that they don’t receive post-purchase branded communications from retailers – an astronomical divide and a missed opportunity for retailers. The research and this incredibly high open rate shows that post-purchase communications, if done right, can heavily impact a shoppers decision to come back.
In fact, when asked how good the post-purchase experience need to be for you to shop with a retailer again? 80 per cent stated good or above (18 per cent excellent, 62 per cent good) – a high bar for retailers with very little wiggle room for error. Furthermore, over one third (38 per cent) of shoppers said that they would be unlikely to shop with a retailer again after a bad post-purchase experience, and 79 per cent after a bad returns experience. It further demonstrates the need for a seamless post-purchase experience if, as a retailer, your priority is driving customer loyalty and a high lifetime value.
In this crowded and competitive market, it’s crucial that retailers are being proactive and communicative. Not just with sales but owning your mistakes too. As well as shoppers being put off by a negative experience, they can be won back. The research found that 54 per cent of shoppers could be encouraged to return to a retailer after a bad experience with an apology and a discount and 43 per cent would be persuaded with good customer service. Shoppers want retailers to own up to a mistake and reward them for an error. Is that too much to ask?
Agop Ashjian, CEO of Shipup, added: “Our research underscores the pivotal role post-purchase plays for retailers and customers, and the necessity for retailers to get the most underlooked part of the purchase process right. We know that deliveries are the cause of strife for customers when they make a purchase online. They need retailers to be helpful when it comes to addressing any issues and providing delivery updates. Our research tells us that not enough retailers are being proactive in their post-purchase communications, and this only serves to impact their bottom line because they’re not seizing the opportunity to foster loyalty, optimise promotions and ensure longer-term customer satisfaction.”
When it comes to the content of post-purchase emails, Shipup found that the top priorities for shoppers are promotions or offers (46 per cent), information on loyalty programmes (41 per cent) and product recommendations (21 per cent).
Interestingly on this last point, whilst four in ten (41 per cent) shoppers stating that customer reviews are important to them and impact their decision to make a purchase only 21 per cent tend to leave reviews.
These findings would suggest that post-purchase communications is an opportunity to put deals in the eyes of already interested customers, thereby optimising return-on-investment. Furthermore, retailers could start to encourage more customer reviews with incentives and future offers.
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