Paid Media

Post Purchase Marketing Explained: Turn Customers into Promoters


Savvy marketing experts understand that customer retention is worth its weight in gold. By putting customers first, you can reap the rewards of loyalty, retention and advocacy. However, just because a customer has completed their first purchase doesn't mean you should limit your marketing efforts. In fact, you should ramp…

Savvy marketing experts understand that customer retention is worth its weight in gold. By putting customers first, you can reap the rewards of loyalty, retention and advocacy. However, just because a customer has completed their first purchase doesn't mean you should limit your marketing efforts. In fact, you should ramp them up to make the most out of these conversions!  Here's how you can win at post-purchase marketing by optimising your buyer's journey and delighting your customers at every step of the way: 

Relevance of Post-Purchase Marketing

Post-purchase behaviour illustrates the way a customer thinks, feels, and acts after they've bought something. Marketing at this stage is crucial as it is your brand's opportunity to influence how your customer feels about their purchase. Acquiring new customers can actually be up to 5 times more expensive than retaining one who has already shopped with you; thus, post-purchase marketing allows for increased customer retention. In addition, with post-purchase marketing, brands can address and eliminate buyer's remorse. Consumers may feel anxious after spending their money while making a purchase, so it is crucial to make them feel good about their purchase.  An existing customer already trusts your brand. Post-purchase tactics strengthen their confidence and improve brand recognition to build long-term customer loyalty, which means even more sales. In addition, you can create brand evangelists as the more they shop from your store, the more likely they will recommend your products to family, friends, and social media followers – giving you free advertising.

The Must-have Basics

Businesses can take several steps to actively interact with their customers one-on-one to bring them back in the purchase cycle. Knowing as much about potential advocates as possible allows finding ways to best engage them. Once potential brand advocates are identified, start sending surveys and questionnaires — ask happy customers what they think their friends will like about it. Retargeting is a unique way to encourage multiple purchases. Entice previous customers with display ads, promoting discount offers. The more times they convert, the more they feel connected. A single positive business review can lift conversions by 10%. Provide platforms for customer testimonials to review your brand offerings, such as Facebook ratings, Google reviews, etc. Moreover, a points-based loyalty campaign can boost in-store purchases and even online conversions. Assure them by sending well-crafted messages with benefits and the VIP treatment they deserve. 

Tactics for Extra Results

The approach to convert customers into brand evangelists is by going the extra mile for them. These customers have already been persuaded — now's the time to 'blow their minds and encourage them to spread the word with their close ones. Award customers when they opt-in and compensate them with bonus loyalty points for their birthdays. By delighting customers on special occasions, you can intensify your brand loyalty.  Referrals tend to generate 3 to 5 times more conversions than other types of marketing. Offer points or cash-equivalent prizes for every referral a customer provides or develop a rewards system, with points or prizes for every five referrals. Plan your upsells and cross-sells timely as a conversion marketing tactic because they encourage a sale while providing a valuable reminder to your customers. Estimate exactly when to remind the customer to get replenishment or an upgrade or when they might be looking for items to complement their previous purchase. 

Metrics to Evaluate Progress

Monitoring customer engagement activity is the key to building brand evangelists. Brands must keep their finger on the beat of what's being spoken about them online. Monitor online discussions and follow the online behaviour of converted customers to see what other products or pages interest them. Analyse customer support queries — what are the most common issues or concerns that come up? Measuring Net Promoter Score (NPS) can help you gauge customer satisfaction and loyalty. It helps you better understand an individual's enduring brand loyalty and overall enthusiasm to advertise your business to others. Net Social Sentiment (NSS) is the ratio of positive social sentiment to negative social sentiment. You can start leveraging your most important (and cost-effective) customer insights channel by proactively soliciting social sentiment.

Building an Omnichannel CX

The ultimate way of encouraging brand evangelists is by providing them with a seamless customer experience. Brands need to take a close look at all stages of their customer journey and optimise it in every possible way. Simple, user-friendly website navigation, regular email updates, responsive mobile website, easy checkout, fast shipping, agreeable returns policies, high-quality customer support — all of these are essentials in the process of generating happy customers. 86% of customers are ready to pay more for a much greater experience. A report says optimising the customer experience is regarded as the most exciting marketing opportunity for companies, ahead of content creation and data-driven marketing. A 360-degree engagement with customers at set touchpoints is critical. Brands can watch conversions grow by merging their in-store and digital operations to offer customers an omnichannel experience. You can design Post-purchase campaigns to fulfil an omnichannel delight with 'thank you' notes on the successful delivery of products, customised information of related products, celebrating the birthdays or anniversary of becoming a customer with tailored packaging, freebies, etc. 

Final Words

While most businesses tend to focus their energies on pre-purchase marketing, powerful post-purchase tactics can extend the impressions of your hard-won sales and keep the retail ball rolling. Your present buyers may not be the most significant share in your list, but they contribute a great source of income, usually at a higher ROI.  All these campaigns can deliver more repeat buyers for you, and some can even encourage a customer’s first purchase! Find out which ones you can put in place right now to enhance customers' engagement with your business and ultimately boost sales. Concentrating on post-purchase marketing will bring you more sales, keep your existing buyers engaged, and ideally push you ahead of the competition. So why wouldn't you wish to invest in it?

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