Three Golden Rules for Seamless Post-Purchase Customer Experiences
As retailers experiment with new ways to monetize ecommerce websites, post-transaction advertising has emerged as a powerful tool to elevate customer experiences. In addition to serving as a new revenue stream for retailers, post-transaction ads were born from the three golden rules of customer service.
Ask the retailers, ask your favorite AI, or ask anyone in the know, and they will tell you that loyal customers are earned by eliminating friction, personalizing messages and offers, and building consistent customer experiences. Post-transaction ads check all these boxes – find out how below.
1. Eliminate friction
For an ecommerce business, a user-friendly website design is key to keeping shoppers engaged. This is true of both the UX leading up to purchase and the post-checkout experience. If customers encounter difficulty while attempting to make a purchase or redeem an offer, they may get discouraged, or worse – navigate away from the site.
Successful post-purchase strategies are characterized by their seamless integration into the overall customer experience. Since these ads appear after the online sale is complete and confirmed, they don’t interrupt the customer’s journey. Instead, they enhance the relationship between the shopper and the retailer, delivering relevant deals as a “thank you” for shopping.
How Fluent can help your business eliminate friction:
Fluent’s adflow solution makes post-transaction ads feel like a natural extension of the checkout experience – not a disruption. With ads that appear as soon as the confirmation page loads, retailers can capitalize on customers’ heightened engagement and receptiveness directly following a purchase.
2. Be consistent
Consistent experiences – whether positive or negative – help shape a customer’s perception of a brand. If every interaction a customer has with a retailer is positive and helpful, it builds trust. The customer knows what to expect and feels confident the company will treat them well, which makes them more likely to return and recommend the company to others.
When it comes to the post-purchase moment, inconsistent ad units with different sizes, colors, or messaging can disrupt the customer journey. If the ad unit feels disconnected from the shopping experience, or visually out of place, consumers may be wary to click through.
When integrating a post-transaction ad solution, it’s important to ensure that the ad module matches the look and feel of your website. This can help to maintain customers’ attention and trust, while also creating positive associations for your brand.
How Fluent can help your business be consistent:
Fluent offers flexibility when it comes to implementing post-transaction ads, allowing retailers to customize the size and color of the ad unit to align with their brand guidelines. Delivering mobile-friendly and desktop-optimized experiences, Fluent helps retailers preserve the customer journey while staying true to their brand.
3. Personalize the experience
Today’s customers expect customized experiences tailored to their preferences. According to a study from Salesforce, 73% of consumers expect companies to understand their unique needs and expectations, and 56% expect offers to always be personalized.
Personalization can take many forms, such as product recommendations based on browsing history or custom deals and promotions. With post-transaction advertising, businesses can leverage customer data and purchase history to deliver highly relevant offers to customers immediately after they complete a transaction.
Beyond making the customer feel valued and understood, investing in personalization also fosters customer loyalty and drives repeat purchases. As a tool to surprise and delight customers after the purchase, they enhance the customer experience while unlocking a new revenue stream for ecommerce businesses.
How Fluent can help your business personalize the experience:
Fluent leverages its first-party data asset and advanced machine learning models to match consumers with relevant ads based on user clicks/conversions and demographic attributes. With post-transaction ads, retailers can present users with curated deals and discounts from trusted brands they use and recognize, helping to increase revenue and engagement.
The Future of the Customer Experience
According to a Fluent survey, 64% of retailers have reported positive consumer responses to on-site advertising. As retail media adoption booms, maintaining a focus on the three golden rules is key to sustaining positive responses and maximizing the potential of post-transaction ads. By prioritizing a seamless customer journey, retailers can build stronger relationships, unlock new revenue streams, and cultivate long-term brand loyalty.
Want to learn how Fluent can help you create seamless post-purchase customer experiences? Get in touch us with here.
Check out more resources to get fluent in:
Commerce Media | Post-Transaction Advertising | Machine Learning | First-Party Data