This article was written by an eCommerce expert at leading delivery management provider Scurri. To streamline your delivery management and perfect your post-purchase emails, get in touch with Scurri today!
The moment a customer clicks buy is no longer the end of the shopping journey, it is just the beginning. In today’s highly competitive climate, the post-purchase and delivery experience can make or break a customer’s decision to shop with you again.
From the speed of delivery, to the cost, every single touchpoint after checkout is an opportunity to build trust, or lose it. As expectations rise and loyalty becomes harder to earn, retailers must evolve and adapt how they engage with their customers after they hit the buy button.
Here are four ways you can optimise the post-purchase phase to ensure a positive delivery experience is provided, and customer retention is maximised.
1. Improve your delivery experience with flexible delivery options
While delivery options are communicated and decided upon pre-purchase, customers enjoy the benefits of flexible delivery options during the delivery phase which is why they’re a crucial part of the post-purchase experience.
Customers want fast delivery, but according to our latest UK Market report, they don’t want to pay the premium for it. That leaves retailers with a challenge: how to balance flexibility with affordability. With many brands now offering next-day or even same-day delivery, customers have become accustomed to having options and they expect the same level of service everywhere they shop.
Ultimately, customers want control.
They want to choose a delivery option that works for their schedule and their wallet. Whether it’s free standard shipping, next-day at a small cost, or convenient click-and-collect, giving customers that freedom is now an expected expectation. Yes, speed matters, but giving people the choice to select what works best for them is what builds loyalty.
Scurri insight
81% of UK consumers say post-purchase communications make them more likely to shop again
Part three of our UK market report “The Future of Delivery and Post-Purchase” is now available.
This step-by-step guide builds on our recently released research and helps you take action where it matters most – and fast.
2. Send retailer-branded tracking communications
Customers expect to be kept in the loop at every stage of the delivery journey, from the moment their order is packed to the second it lands on their doorstep. But more than that, they want those updates to come from you, the retailer, not a third-party carrier.
By owning that communication, you build trust, keep the messaging consistent, and offer a smoother, less fragmented experience. It’s not messy or disjointed, just branded and reassuring.
It doesn’t have to be complicated. With the right tools in place, like Scurri Track Plus, keeping customers informed at every step of the journey has never been easier.
No one likes being left in the dark after clicking “buy.” Clear, branded updates reduce anxiety, cut down on WISMO (“where is my order?”) queries, and show customers you’ve got it under control, even after checkout.
Communicating after order fulfillment
78% of enterprise retailers agree that the post-purchase experience drives retention
Part three of our UK market report “The Future of Delivery and Post-Purchase” is now available.
This step-by-step guide builds on our recently released research and helps you take action where it matters most – and fast.
3. Ensure a smooth delivery experience for social shopping channels
These days, it really is one thing after another. First came eCommerce, now, social commerce is taking the spotlight. With platforms like TikTok Shop and Instagram Shop reshaping the way people browse and buy, the opportunity for retailers is huge. Of course, it’s a new space and with that comes new challenges. But for brands willing to adapt, social commerce opens the door to a more seamless, engaging, and direct path to their customers.
Of course, this shift is new for customers too, and with anything new, there can be hesitation. Some shoppers are still cautious when it comes to buying directly through social platforms. That’s why it’s so important for retailers to prioritise secure payment options, clear branded communication, and a consistent post-purchase experience across all channels.
Just because it’s TikTok or Instagram doesn’t mean customer expectations are any lower, if anything, they’re higher. Shoppers still want the same clarity and confidence they’d expect from a brand’s own website: detailed product descriptions, genuine reviews, transparent return policies, and a smooth checkout experience, trends we explored further in our latest market research.
When a customer wants to reach out with a WISMO query, it can be effective to facilitate these queries via social channels. Our personalised AI assistant Scurri AI Concierge can absorb up to 82% of queries via social channels – making WISMO resolution more cost effective, while optimising the customer delivery experience.
4. Utilise loyalty programmes
Repeat purchases are on the decline, and today’s customers are more selective than ever. Whether or not they come back often hinges on the post-purchase experience. Did the delivery go smoothly? Was the communication clear? Did they feel looked after once the checkout was complete?
A second purchase is no longer guaranteed, retailers now have to earn it. One of the most effective ways to do that is through a loyalty program. It’s a powerful tool to keep customers engaged, show them they’re valued, and give them a reason to return.
Retailers that embed speed, transparency and trust into delivery and post-purchase are winning loyalty where it matters most, after the buy button.
Conclusion
These are just some of the ways retailers can strengthen their post-purchase experience and stand out in a competitive market. With customer expectations higher than ever, elements like proactive communication, reliable delivery, and loyalty programs are becoming essential. They really do make a difference in how customers perceive and connect with a brand.
Retailers who focus on these areas aren’t just meeting expectations, they’re building stronger relationships and seeing positive results in retention and satisfaction.
To explore all the insights and get practical steps to improve your post-purchase journey, download the full UK report.
Download the full report
The Future of Delivery & Post-Purchase Revealed
Part three of our UK market report “The Future of Delivery and Post-Purchase” is now available.
This step-by-step guide builds on our recently released research and helps you take action where it matters most – and fast.