How To Improve Brand Experience in the Post-Purchase Phase7 min read

Every e-commerce business strives to give its customers the best experience (CX) associated with their brand. 

Starting from a user-friendly site to a great checkout experience and a support team that’s available around the clock to tend to customer issues, and so much more. 

However, the situation becomes radically different when the critical post-purchase phase of the customer journey begins. This is where the efforts towards brand experience suffers tremendously due to the inadequate customer engagement leading to irreparable problems and lost opportunities.

Now, why does the brand experience suffer in the post-purchase phase?

In the modern e-commerce world, customers expect you to keep them engaged in the post-purchase phase as well.

However, brands often leave this valuable phase to third-party shipping carriers. This unfortunately results in a situation where customer engagement suffers tremendously during this critical phase of the customer journey leading to irreparable problems and lost opportunities.

8 and 10 percent of customer engagement and revenue growth opportunities are LOST during the post-purchase customer journey.

Herein lies the crux of the problem — e-commerce brands like you feel that they often lack control of the post-purchase CX due which results in a broken shopping experience.

At this point, probably the foremost question on your mind is, “so how do I start effectively engaging with customers in the post-purchase stage to improve the brand experience?”

And the answer to the question is “simply set up shipping notifications and branded tracking pages”. 

We’ll look at them in more detail. 

Shipping Notifications

Let’s start with the most basic question, what do you mean by shipping notifications in the first place? 

Up to 40% of customer support tickets created are SHIPPING, DELIVERY, or RETURNS related

Customers’ anticipations are at their peak when they’re awaiting their orders. So, E-commerce brands need to proactively communicate with them and mitigate their anxiety. And one of the best ways to do so is by keeping your customers informed at every event of their package journey via said shipping notifications. 

These notifications can usually carry the highlighted shipping event, the tracking number, a link to the tracking page, and most importantly a personal address to the shopper. 

Failed delivery attempt email shipping notifications
Sample email shipping notification for the event of a