Are Post-Purchase Follow-Ups From Retail Associates Effective, Annoying, or a Mixture of Both?

Those who have been on both sides of a retail checkout counter might suggest that the customer experience can be a varied one -- some customers prefer to be left alone to browse (a whopping 95%, according to 2018 research detailed by Forbes), only turning to staff when a question or issue arises. Others might be looking for some helpful guidance while taking a look around the store, or simply enjoy a bit of light conversation while making their purchasing decisions.

But when it comes to the post-purchase experience, new data issued by Endear suggests that a majority of U.S. shoppers between the ages of 24-54 (63%) would be more likely to return to a particular store should an associate touch back with them personally.

"The data shows that the real revenue opportunity begins after the purchase, when brands continue the conversation. In fact, personal outreach from store associates (which we call great clienteling around these parts) isn’t just a nice touch but a proven driver of repeat visits, incremental sales, and long-term loyalty," wrote Robert Woo for Endear.

Other notable data points provided by the survey:

• A slightly more modest majority (60%) indicated that a thoughtful and personalized bit of communication from a retail associate influences their buying decisions.
• When it comes to actually dropping cash, 55% stated that they'd actually made an additional buy due to a human follow-up, while just over one-third (35%) of those surveyed suggested they'd done exactly that -- more than once.
• Retail follow-ups can make shoppers feel value through exclusivity. As a marker that shoppers want "insider treatment," 44% of those surveyed said they were looking for in-store exclusive offers are part of the touch back experience, and just under one-quarter (23%) said they were interested in gaining early access to new products.

"There’s no secret to recurring revenue, for you retail marketers scratching your heads as to why your mass email ads aren’t driving any repeat sales. More so than ever before, shoppers are looking for that personal connection with a brand that makes them feel like they’re not just one of the masses. That’s why down-to-earth TikToks are working for even the largest brands. That’s why texts have such a high engagement rate. The more you can make it feel like your shopper is chatting with a friend, the better the results as shown in the data," Woo added.

A three-step series of suggestions to leverage the data included: Building an organized post-purchase cadence, with a "defined outreach timeline" involving thank-you messages, check-ins on product usage and satisfaction, and, if necessary, an appointment invitation; making sure each associate was assigned ownership of customer cases -- building relationships, accountability, and loyalty all in one; and thinking of follow-ups as momentum-builders, rather than simple closing strategies, reinforcing a cyclical customer journey rather than a finite one.