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Retailers lose out by ‘ghosting’ customers

UK retailers are four times more likely to secure shopper loyalty if customers are sent relevant follow-up communications after placing online orders, according to a new survey.

Research from post-purchasing platform Narvar and YouGov has found that 61% of shoppers want fast and direct communication following a purchase, with this being most important to millennials and the over-55s.

For millennials, aged up to 24, a quarter (25%) were likely to be irritated by a lack of follow-up communication.

Some 65% of shoppers are put off from buying from a retailer again if they experience poor communication on negative delivery statuses.

A third said they would not use a retailer again if they failed to give any follow-up after a purchase, such as accurate order tracking or how-to guides.

Meanwhile a fifth of shoppers said that a lack of clarity or accurate information on their online order status was their number one ”bugbear”.

One in 10 shoppers want to see follow up-content such as examples of how other customers are using the products, and personalised recommendations. A fifth of customers said they would “love just a simple ‘thank you’.”

The survey included data from 2,957 UK consumers, aged 21-65 years, who had made a purchase online in the last six months.

Of these, nearly a quarter (24%) shopped online at least a few times a week.

Narvar said that since it is estimated to cost at least five times more to acquire a new customer than to retain an existing one, these findings have “significant implications for retailers’ post-purchase customer strategy”.

Narvar CEO Amit Sharma said: “These findings really highlight that the ecommerce journey does not just stop when a customer clicks the buy button.

“Retailers who fail to appreciate the importance of the post-purchase experience are missing out on really developing a loyal customer base and the financial benefits that go along with that.”

Readers' comments (1)

  • Has anyone checked the number of emails each fashion brand sends out, purely for marketing? Some send out daily and many average 3 times a week. Was this in the research?

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