Lack of post-purchase emails costing retailers big in repeat sales

A new survey has found that online consumers who feel abandoned by a retailer following a purchase are less likely to make future purchases with the same brand.


Photo: PrettyLittleThing

The study from Narvar and YouGov shows that retailers which fail to provide their customers with timely and accurate communications after a purchase are losing out on repeat sales, as shoppers list being ‘ghosted’ as a top annoyance.

Indeed, offering fast and direct communications about their orders, accurately predicting delivery date, and being told any bad news - such as delays - straight away, are even more important to consumers than not having an option for home delivery, found the report.

One fifth of respondents said they were most annoyed by not getting clear or accurate information about the status of an order, with the proportion rising to 25% among millennials.

Meanwhile, poor communications from the retailer, like failure to communicate proactively around bad news like a late delivery, would put off 65% of consumers from buying with that retailer again.

61% of those surveyed want fast and direct communications following a purchase, even if it is bad news, and one in ten want to see follow-up content such as personalised recommendations and examples of how others are using the products.

“These findings really highlight that the eCommerce journey does not just stop when a customer clicks the buy button. Retailers who fail to appreciate the importance of the post-purchase experience are missing out on really developing a loyal customer base and the financial benefits that go along with that,” commented Amit Sharma, CEO of Narvar.

The results are based on a survey of 2,957 UK consumers from 21-65 who made a purchase online in the last 6 months.

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