A new survey has revealed that 75% of UK retail leaders are planning to invest in the post-purchase experience as they gear up for the busy retail season. The findings from Sorted, a retail technology company, highlight the increasing importance of customer satisfaction after a purchase is made, with 70% of those surveyed already recognising the value of such investments.
As retailers prepare for the annual surge in demand, the survey of 250 retail leaders suggests that businesses are focusing on enhancing the post-purchase journey to stand out in a fiercely competitive market. This includes elements such as tracking, delivery notifications, and returns processes, which are becoming essential components of the overall customer experience.
Post-Purchase Focus Gains Traction
Carmen Carey, CEO of Sorted, commented on the findings, stating, “It’s encouraging that retail leaders are focusing their attention on post-purchase experiences ahead of peak season, and those who have invested are reaping the benefits.” Carey further stressed the importance of customer retention during this critical period, adding, “Research shows that 78% of consumers wouldn’t shop with a brand again if the post-purchase experience was poor. As we approach the peak season, loyalty will be put to the test.”
While 68% of retail leaders acknowledge the importance of the delivery experience, Sorted’s survey found a significant gap between retailer perceptions and customer expectations. A striking 93% of consumers ranked the delivery process as crucial to their overall shopping experience, suggesting that some retailers may still underestimate the influence this stage of the customer journey has on future purchasing decisions.
Rising Consumer Expectations
Amid ongoing economic uncertainty, consumers are increasingly scrutinising their options to find the best deals. Data from Insider Intelligence revealed that 71% of consumers switched brands at least once in the past year, with better prices and improved customer service being the primary motivators for these changes. This growing trend reflects the critical need for businesses to offer a seamless post-purchase experience, particularly in a climate where customer loyalty is increasingly fragile.
Retailers are responding to these challenges by refining their operations, with many focusing on customer satisfaction and loyalty as their key drivers for investment. By prioritising the post-purchase experience, businesses hope to not only meet customer expectations but also to secure repeat business during and after the busy holiday season.
Competitive Edge at Risk
Retailers who fail to invest in post-purchase improvements risk falling behind competitors who are already capitalising on these advancements. According to Sorted’s research, the benefits of enhancing this phase of the customer journey are clear. As the retail sector braces for the peak season, the pressure is on to deliver not only in terms of price and product but also in ensuring that the entire shopping experience, from purchase to delivery, is as smooth as possible.
Carey warned that businesses must take the opportunity to invest now or face being left behind: “Businesses need to invest in these experiences effectively to ensure they remain competitive and are able to thrive this peak season – and beyond.”
The survey results are a wake-up call for retailers to ensure they are prepared to meet the heightened expectations of both their customers and the market.
