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Dune's plans to improve retention and returns

Retailers need to focus more on the post-purchase experience, speakers at the Drapers Digital Festival said today.

Rob Silsbury, ecommerce and marketing director at The Dune Group, Anthony Gavin, regional director at technology company Narvar, and Matthew Bagwell, founder of footwear brand Seven Feet Apart, said the industry has failed to focused on post-purchase experience.

Silsbury said: “It’s astonishing we don’t put more effort into loyalty. There’s a relationship gap between the first and second purchases. Once they’ve bought something, so often the brand’s interest in the customer tails off straight away and you’re not front of mind any more. There are so many things you can do between first purchase and second purchase.” He added improved post-purchase experience can also reduce returns.

Gavin said a range of things can improve the experience, from communication to the unboxing experience and packaging: “We’re so focused on what’s being attributed that we completely lose sight of the customer experience. Until there’s a better way of measuring lifetime value or repeat purchase we’ll struggle. Because it’s too easy to chuck money at the top of the [marketing] funnel.”

Bagwell said retention is a huge focus for his brand: “Retention is very important. We don’t necessarily see it as us trying to engender loyalty, we make it a great product and then we try and work with the customer for the foreseeable future.”

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