The customer journey doesn’t end when your shoppers click “buy now” or “complete order.” In fact, it’s at that point when the most critical part of the journey begins: the post-purchase experience.
The post-purchase experience is just as important as the shopping journey itself. Seamless and engaging follow-up communication via email, SMS, and tracking pages can make the difference between a one-time purchase and a loyal customer. In this blog, we’ll explore the six critical post-purchase touchpoints and how to leverage them for an exceptional customer experience.
The Importance of a Unified Post-Purchase Experience
Have you ever panicked about a package arriving on time? It’s an unsettling feeling, but the good news is that it’s completely avoidable. A unified post-purchase experience ensures that your customers never have to pace by the door, anxiously waiting for their delivery.
Customers want assurance, visibility, and convenience when they complete a purchase. A unified post-purchase experience allows brands to build trust and enhance customer satisfaction by offering clear communication and consistent updates. It also presents opportunities to reinforce brand loyalty, upsell, and resolve potential issues before they become major problems.
A unified post-purchase journey is a win-win for both the retailer and the consumer.
Too many retailers focus solely on the pre-purchase and purchase stages of the customer journey, but every interaction after the purchase contributes to your brand’s perception. Whether it’s an order confirmation email or a delivery update, each touchpoint should reflect your brand’s commitment to transparency, reliability, and customer care.
6 Post-Purchase Touchpoints to Prioritise
Retailers have made significant advances in most areas of the customer journey, but still, 83% of consumers believe that the post-purchase experience could be improved.
To deliver a frictionless journey focused on retention, retailers need to focus on six key post-purchase touchpoints.
- Order confirmation: This is the first reassurance customers receive. It should be immediate and contain all the essential details, such as the order number, items purchased, billing information, and estimated delivery date. Within your tracking page, consider adding dynamic content, such as personalised recommendations or link to your highest-converting pages, to make the email more engaging.
- Dispatch confirmation: Don’t leave your customers in suspense, let them know when their order has been shipped. Include tracking details and the expected delivery window to help manage expectations and reduce the likelihood of WISMO inquiries.
- Out for delivery: Customers love knowing that their order is on the way. An “out for delivery” notification gives them peace of mind and prepares them to receive the package.
- Delivered: It’s time to celebrate—your customer’s order has been safely delivered! This touchpoint not only informs the customer that their package has arrived but also provides an opportunity to ask for feedback or encourage them to share their experience on social media.
- Issues/exceptions: Unfortunately, things can go wrong during delivery that are completely out of your control, but how you handle exceptions speaks volumes about your customer service. Proactively inform customers of any delays or issues, along with the steps you are taking to resolve them. 23% of shoppers say they won’t buy from the same store after a delayed delivery, but by getting ahead of the problem and communicating with the customer, you’re more likely to save that relationship.
- Inflight changes: Flexibility is key in today’s ecommerce environment. Offering customers the ability to make changes to delivery options while the package is en route – whether they want to redirect the package to a new address or change the delivery time – enhances their experience and adds a layer of convenience.
Is Third-Party Tracking Worth The Risk?
Tracking plays a significant role in the post-purchase experience. In fact, 89% of consumers say that the ability to track their package is important. Yet many retailers leave this crucial touchpoint in the hands of third-party carriers. Relying on carriers for tracking means you’re giving away a prime opportunity to engage customers directly. You also risk customers being exposed to a less personalized experience or seeing competitors’ ads on third-party tracking sites.
While some retailers assume that managing tracking themselves is too difficult or costly, the truth is that today’s technology makes it easier than ever to provide a branded, seamless tracking experience. Instead of relying on generic carrier updates, you can keep customers in your ecosystem, delivering branded messages, personalized content, and upsell opportunities through your own tracking page.
Metapack Is the Post-Purchase Solution You’ve Been Looking For
By prioritizing these six post-purchase touchpoints and taking control of the tracking experience, you can create a customer journey that not only meets expectations but exceeds them. A well-managed post-purchase experience enhances customer satisfaction, boosts loyalty, and drives long-term business success.
If you’re concerned about the complexities of managing the post-purchase experience, Metapack has the solution. Our platform integrates with over 350 carriers and offers access to more than 4,000 delivery services, including Next Day, Click and Collect, Locker Boxes, and International Delivery.
With Metapack’s tracking solution, you can provide your customers with real-time, branded tracking updates across multiple carriers, all in one unified platform. This means you’ll be able to manage delivery and tracking effortlessly, while offering customers the flexibility and convenience they expect.
Drive conversions, inspire loyalty, and deliver on your promises every time with Metapack. Learn more about our Delivery Tracking Software here or request a demo with our team.