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January 24, 2022 - By Hawke Media

How To Build Customer Loyalty After the Initial Purchase

You got a customer to click “Check Out.” Congratulations! Your customer acquisition efforts paid off. Now what?

This is the tricky part. Many e-commerce companies display a thank-you message, send a shipping confirmation email, and that’s it. However, if you go above and beyond with personalization, or provide additional communications to deliver a more memorable experience, your customers will notice — and reward you for it. 

Of course, the end game is to have that customer make a repeat purchase, and hopefully become so loyal that they do marketing for you (TikTok videos, Instagram Reels, Tweets, word of mouth).

How Do You Get New Buyers Excited About Becoming Repeat Customers? 

Building excitement around your product early (even before you have customers) is a huge part of growing repeat revenue. Once these steps are a part of your marketing and operational processes, you won’t have to think twice about them after a customer makes a purchase.

According to Shopify, an average online store gets 43% of its revenue from repeat purchases. In fact, top-performing companies are getting over 50% of their revenue from repeat customers within 3 years. 

Let’s have a look at a few of these strategies.

Customize the Thank-You Page

Generic thank-you pages are so 1999. Customize the thank-you page with HTML, scripts, links to relevant articles, and any photos or videos to keep your brand story going and add to the overall brand experience.

Links to articles or testimonials from customers who purchased the product can build anticipation and excitement while the customer waits for delivery.

Customize the Order Confirmation Email

These might seem as standard issue (read: boring) as the thank-you page, but the order confirmation email can be a vital step in continuing your brand communications by helping the customer feel special.

Order confirmation emails help you train “your new customers to open or ignore your future emails,” adds Shopify.

Shipping Confirmation Email

This is a much more exciting email than the order confirmation email. It tells the customer that their product is on its way! 

Here are a few ways to help your shipping confirmation emails stand out:

  • Make it easy for the customer to track their order by providing a direct link to the tracking site. 
  • Include the expected delivery date.
  • Offer a coupon or some other call to action, like referring a friend (but don’t go overboard: you don’t want to seem like you’re always selling).
  • Remind them of customer service and return policies, in case of any issues.

Create a Memorable Unboxing Experience

This step in the process might require additional investment.

Recall that in e-commerce, there is no in-store experience where excitement about purchasing a good takes place. That is why the process of receiving and opening the box provides a terrific opportunity for brands to deliver an in-store experience to customers at home.

Packing materials and wrapping that are intuitive and unique can help you stand out from other companies in your category. Be sure to include other freebies like postcards, stickers, or magnets.

A memorable unboxing experience can lead to customers giving you advertising with the freebies or even in the form of an influencer’s unboxing video on YouTube.

“If you want to make a lasting impression on your customers, your packaging and presentation is a vital ingredient,” notes BigCommerce

According to market researcher Ipsos, most US consumers (72%) agree that the design of a product’s packaging and the materials used to package the product (67%) often influence their purchase decisions when selecting which products to buy. 

The Follow-Up Email

While this might seem like overkill, it’s not. A follow-up email is a perfect opportunity to gauge your customer’s satisfaction level with the product; you can prompt them to leave a review or provide feedback. 

You can also encourage the customer to share their experience on social networks with particular hashtags, so you can track engagement.

Next Steps

What are some post-checkout marketing tactics you can incorporate into your marketing? Even if you’re doing all of the steps outlined in this article, perhaps it’s time for a refresh. Still not sure where to start? 

Get a free consultation from Hawke Media


[author] [author_image timthumb=’on’][/author_image] [author_info]Jake Wengroff writes about technology and financial services. A former technology reporter for CBS Radio, he covers such topics as security, mobility, e-commerce, and the Internet of Things.[/author_info] [/author]