Congratulations! You've just made another sale! While it can be tempting to open the champagne, it is better to wait a little longer and leave it in the fridge. Luckily, the validation of the shopping cart does not represent the end of the relationship with your customer. It is only the beginning of it! In order to build customer loyalty, but also to convince a greater number of internet shoppers who visit your online store to buy, you will have to offer them a 5-star post-purchase experience to ensure the sustainability of your e-commerce.
Here are 10 examples of e-merchants to inspire you!
When it comes to post-purchase experience in e-commerce, it's hard to beat Jimmy Fairly. In addition to offering on its website a kit to get reimbursed by Social Security, and a yearly reminder not to forget your visit to the optician, the eyewear manufacturer also ensures perfectly the link between its online and in-store experience.
For customers who want to test their eyewear before buying, they simply drop by the store. Once they've chosen their model, the brand sends them their quote by email. Moreover, customers can also come to the store to have their glasses adjusted. They can even pick up an anti-fog kit (particularly popular with the arrival of the mask!)
When it comes to bedding, it's the comfort that makes the difference. An element that the Tediber brand has perfectly understood, they never forget to send every customer an eye mask one month after receiving their mattress.
The brand also stands out thanks to its well-thought-out post-purchase email sequence. In addition to a welcome message, Tediber provides an ultra-precise delivery slot and up to 10 pm for those who wish to have their mattress delivered after work. A guide is even sent to them to easily assemble and install their bed frame! For those who are lazy, the delivery man, who is trained, will take care of it in less than 3 minutes...
A good post-purchase experience in e-commerce is also measured by a brand's ability to support its customers in using their product. Take the example of Veja, who shares precise advice on cleaning, restoring and recycling its sneakers. A good way to extend their life, and therefore increase the satisfaction of its users!
In the same spirit, Blime goes even further to ensure that its customers make good use of their paint cans. The made-in-France paint company shares video tutorials to teach them how to paint their walls properly. But also, to make the experience more fun and enjoyable!
Once they have completed their purchase, your customers are eagerly awaiting news about their packages. On average, emails and the tracking page are viewed 3.5 times per purchase.
Rather than leaving the design of these messages to its carrier, the Unbottled brand has made the extra effort to brand them with its image. It even takes the opportunity to encourage them to share their experience with their product on the brand's Instagram account. A particularly effective strategy for reaching new consumers!
Skincare brand Dermalogica also understands the importance of focusing its post-purchase experience on order tracking. Instead of telling customers how many days they'll have to wait to receive their package, it gives them the exact date it will arrive. And it doesn't forget to add samples of its flagship products to replicate the shopping experience its customers are used to in-store, subtly encouraging a repeat purchase in the future!
When it comes to e-commerce, merchants have a lot to learn from Amazon. This is also true for the post-purchase experience, an area where the American giant is accumulating best practices. In addition to offering free returns, different delivery options and packaging choices, Amazon also offers a scheduled purchase option for certain items. Businesses can have their pack of post-its sent to them every four months. The kind of attention that makes Amazon very successful and builds customer loyalty!
To make the online shopping experience as desirable as the in-store one, brands can also infuse it with a bit of drama. This is something Merci Handy does wonderfully by focusing on unboxing.
Not only does the cosmetic brand send its products in a neatly designed package, but it encourages its customers to share this moment on social networks. An ultra-effective viral communication!
The intimate wellness brand My Lubie has also perfectly understood the role that social networks can play in its post-purchase experience. It is particularly present on Titkok, the one that is the most popular with its, relatively young, core target.
Its CEO, Pierre Lagache, doesn't hesitate to get his shirt wet by regularly writing FAQs about the product! A good way to create proximity, to answer the questions of its customers, and therefore to build loyalty!
Online, it is the clothing sector that has the highest return rates (with more than 18% in France). A successful post-purchase experience for a fashion brand in e-commerce therefore necessarily implies a well-defined returns policy.
In this context, Nike is hitting hard by giving its customers 60 days to return their shoes. We can also be inspired by its efforts to transform the members of its community into ambassadors fans of its brand ... With its running application Nike Run Club and its branded races, Nike motivates each of its customers to achieve excellence, and creates a very strong sense of belonging!
💡 Bigblue’s tips
Like the 10 brands we've highlighted, take inspiration from these post-purchase experiences to: