💬 One area that I believe more eCommerce businesses and marketers need to think about more when it comes to the customer experience post-purchase, are appreciation tactics and strategies to show how brands's value their customer segments.
The main aim of adopting appreciation strategies that I talk/share below, is to drive more loyalty - consumers usually remember when they feel valued and appreciated from brands they've bought from.
Even just small initiatives, such as a personalised 'thank you' (even via an automated email trigger), or perhaps a physical note to first-time customers within the box/packaging - can go a long way to building a great CX and loyalty.
And whilst building rapport and loyalty (which can lead to more repeat purchases) are the primary aims, these types of tactics can also help ignite actions for UGC (e.g. where they highlight their product unboxing experience) and referrals (e.g. where they recommend your brand/product to their friends/colleagues).
💬 Many of these appreciation tactics below that I've seen work well are are quite quick and budget-friendly to implement for testing/experimenting - key thing to remember is how segmenting would work with your customers, and hoping these below can help with brainstorming tailored ideas (for instance new vs existing, repeats, AOV value, etc).
I've talked about post-purchase sequence experiences before, and I think this is a really nice touch for segments like first-time customers.
Whilst you can do your normal email sequence when someone has made a purchase, add a personalised email from the founder saying "thank you" for their business - even just plain-text will do. In fact, I've found this gets even more cut-through than the usually "designed" emails most brands do.
In relation to the above, doing a personalised 'handwritten', "thank you" note for first-time customers (and even for long-time customers) within the packaging can go a long way to establishing a relationship with the customer - plus, it certainly helps with customers have a positive experience that they'll remember.
It's worth adding a note from the founder/CEO, but also potentially adding signatures from the general team - or perhaps, adding a team photo.
It's great to show faces behind the brand (people do connect with people after all).
A cool initiative, as long as it's cost-effective in relation to margins, is adding in branded SWAG or small product samples (related to primary SKU purchase) can really help create an awesome unboxing experience.
This initiative doesn't just relate to first-time customers, but any customer profile really.
Samples/SWAG at scale doesn't really add up to much, as long as it's light for packaging/shipping purposes.
Remember - the goal here is to be remembered and get cut-through against competitors (even with just "small" additions/things like samples). Plus, you can even measure this initiative by sampling it out to specific customers during a timed period, and see if they come back to make purchases again.
Instead of swag and samples, you could even just add in a chocolate or piece of candy instead (like a Lollipop). At the very least, this is certainly cost-effective.
A couple of beauty and clothing brands I buy from personally do this, and whilst it's not expected, it's a really great feeling when I unbox (and I do very much remember them, and they stay top of mind, when I consider to make a new purchase).
Maximising the post-purchase experience really does matter a lot (which I speak about in another checklist), as the customers are on a "high" and excited to receive their product. This is where you can make a great impression to help them come back again.
You could offer a great upsell over to maximise AOV (which is time-limited). Or perhaps, a coupon they can redeem in the "next 30 days" for a complementary product.
Either way, a way to say "thanks" whilst keeping sales revenue in mind which is a strategy certainly worth pursuing.
Just comes down to testing various offers, based on segments (like AOV purchase data), and see what works over time.
For instance, do a shout-out email saying thanks to all your customers for recent support, and tailor the messaging based on behavioural cohorts.
I like this strategy, especially if done plain-text so it looks like it's written by the CEO/founder themselves, as it's a 'good excuse' touchpoint - in other words, a reason for emailing them outside of the norm automated email sequences.
A LTV/retention email data play here is getting smart about when to contact them for special offers related to something personal to them - like a birthday email.
Now this tactic doesn't make sense for all businesses, but for many brands it can.
It's just about being smart of when to ask this data (if you don't collect upfront or through checkout).
In this case, say for a birthday email, you can prompt an email automation trigger for new customers post 30 days of their purchase, and ask them to let them know your birthday to recieve a special gift. Then, an email will be automatically sent out a day before (or on the say) for their birthday.
I love loyalty/rewards programs which I highlight in other checklists - they're just awesome for retention and LTV.
My key tactic here that I recommend is to drive more people to opt into these types of programs where the perks are related to customer appreciation initiatives - like exclusive events, discounts, access to new products, etc.
As mentioned just above, events/early access to new products is an awesome perk for loyal customers.
When you communicate in messaging, angle it towards "customer appreciation".
This is a great tactic to help potentially increase AOV alongside LTV at the same time.
Plus, as I've already mentioned, samples as a strategy really does work.
Unexpected freebies and gifts are really cool for buiding rapoire with customers. Somewhat related to the written notes I mentioned above, but more so for valuable customers who keep coming back.
You could include complimentary items or even small personalised gifts (based on what you know about them).
In terms of ROI and costing, I think small touches like this can go a long way to build a long-term relationship and totally worth the small investment for hopefully long-term LTV.
A more "stating the obvious" tactic here is just simply showing up to customers who need the support. Great customer service is everything, and it certainly matters for making customers feel like they're heard and appreciated.
Then when it comes to the site and socials, it's a great marketing USP to show your brand cares and appreciates.
