Can the Online Post-Purchase Experience Build Loyalty?

A new survey finds online shoppers are more likely to make repeat purchases from brands that provide a “premium post-purchase experience” that extends well beyond fast and free shipping.

The survey of 1,000 U.S. online shoppers from 3PL provider Outerspace found consumers expecting the following post-purchase experiences when buying directly from a “premium” brand:

• A high-touch unboxing experience: With third-party marketplaces shipping every product in the same manner, 57% expect a “more memorable and personalized unboxing experience, such as a handwritten note or high-quality branded packaging.” Among generations, Gen Z and millennials are 11% more likely to expect it, while their Boomer counterparts are 25% less likely to expect the same.
• Ease of returns: Nearly all respondents (93%) agree that an easy returns process is a key factor when purchasing directly from brands. Additionally, over half (57%) say straightforward returns make them more likely to become repeat customers, and 59% believe the option of free return shipping significantly influences whether they’ll buy from a premium brand.
• Freebies: Over half of shoppers (57%) are more likely to repurchase from a brand when they receive gifts and free samples. Women are 16% more likely than men to repurchase from brands that offer free gifts with orders.
• Environmentally friendly packaging: Nearly one in three (31%) say easily recyclable and premium packaging motivates them to shop with a brand again.

Kate Terry, chief commercial officer at Outerspace, said, "The post-purchase experience is an often overlooked and underutilized channel for building loyalty, but as this report shows, consumers are ripe for forging loyalty beyond the cart — and beyond free or expedited shipping."

Reverse logistics firm Narvar highlighted the value of communication in the post-purchase experience. Its survey found that 83% of customers expect consistent updates on their orders, with 34% preferring these updates through channels other than email, such as text messaging. Narvar noted that some of the communication is desired to thwart “porch pirates.”

Narvar also emphasized the importance of eco-friendly practices — such as minimizing excessive packaging — and providing various return options. A survey cited by the company showed that 65% of shoppers appreciate "keep the item" policies for low-value returns, as these save both shipping costs for retailers and time and effort for customers. 

Finally, Narvar detailed the value of customer service agents in handling “Where is my order?” (WISMO) and “Where is my return?” (WISMR) customer frustrations as well as opportunities for follow-up messaging.

“Follow-up targeting isn’t a random money-grab,” Narvar reported. “Retailers can use the information they’ve gathered from past orders or site cookies to make suggestions about other items the customer might like, or remind the customer when their supply of an exhaustible item might need to be replenished.”

In a recent blog entry, Radial highlighted the need for a smooth payment process and the benefits of automation “to ensure that reward points are applied immediately and that customers are not retargeted by marketing for products they’ve already purchased.”