Here’s one of the key insights we shared in our latest report on the State of Returns, a report that includes data from both customers and brands explaining the most important aspects of the returns and exchanges process.
But what does the post-sales experience in eCommerce include? It encompasses all the actions that occur after a sale has been made. Here are some of the most relevant:
- Shipping and delivery management: This includes everything from order preparation in the warehouse, through dispatch and tracking by the carrier, to delivery to the customer.
- Customer service, including post-sales support and incident management (damaged items, delivery delays, etc.).
- Returns and exchanges policy: A flexible process adapted to the customer's needs is key to offering the best post-sales experience.
- Complaint management: For example, sometimes the product doesn't meet the customer's expectations, so that customer service we mentioned earlier involves a compensation system to resolve the issue.
- Loyalty programs: These actions are crucial for building a loyal customer base that fosters a community around the brand.
- Online reputation management: This includes reviews and customer testimonials, not just about the products themselves but also the operations, especially regarding returns and exchanges.
Understanding the importance of post-sales in the brand's operations and results is crucial to understanding why optimizing all related processes is essential. Many brands launch powerful customer acquisition campaigns, meticulously care for the purchase process and every aspect of the eCommerce site, but don't give the necessary attention to post-sales. This is precisely where all the effort put in before and during the purchase can come to nothing if the customer doesn't become a repeat buyer.
Highlight: Taking care of the post-sales experience in an eCommerce is essential to retain customers, increase the repurchase rate, and improve the brand's reputation.
Fede Sainz de Robles, CEO & Founder of Sepiia, one of the most relevant sustainable fashion companies in Spain, shared in our success story how prioritizing the post-sales experience became a top priority for them. The team knew they needed to automate the entire reverse logistics process, which would allow them to:
- Streamline the daily operations of the customer service team, eliminating manual tasks and making operations more efficient.
- Offer a simple and fast returns and exchanges process for customers, removing any friction that might arise and turning a problem into an opportunity for new sales and customer loyalty.
This is why it's essential for brands to understand that it's not just about taking care of the website and purchase process, but also everything that happens after the purchase. What happens from that moment on is crucial for improving customer recurrence and, consequently, profitability.