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PrettyLittleThing uses tech to improve post-purchase experience

Published
today Jan 21, 2019
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Young fashion e-tailer PrettyLittleThing has partnered with tech company Narvar to introduce new features in a bid to keep in touch with customers post-purchase and encourage retention.


Photo: Narvar


The partnership helped the fashion brand, which sells own-brand womenswear clothing for the 16-24 age group, accelerate its customers’ time to next purchase by 57%.

This was achieved by focusing on the brand’s post-purchase communications, which had been previously handled by third-party companies. Customers looking for delivery updates were redirected to external carriers, receiving communications that were unbranded and purely functional.

In partnership with Narvar, PrettyLittleThing implemented “proactive, convenient, engaging”, and branded delivery and tracking messages directly on its website, taking control of the post-purchase customer experience.

The e-tailer said the move has resulted in tangible gains in both customer satisfaction and brand loyalty. In addition to increasing the average time to next purchase by 57%, the rating customers assigned to its post-purchase experience increased by over 30%.

“We’re at the cutting edge of fast fashion, but a sub-optimal post-purchase experience was disrupting our otherwise seamless customer journey. To keep customers coming back, we worked with Narvar to provide our customers with valuable and meaningful experiences after the buy button, not just discounts or next day deliveries,” commented Nicki Capstick, head of marketing at PrettyLittleThing.

Anthony Gavin, EMEA director of Narvar, added: “Brands and retailers which fail to recognise the importance of customer experience beyond the buy button are missing a trick. The post-purchase experience that customers receive is fundamental to keeping them engaged and turning one-off sales into loyal customers.”

PrettyLittleThing is also considering launching customer care via Chatbot, Facebook Messenger, Alexa or Google Home.

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