What do consumers expect from the post-purchase experience?
Online consumers are more likely to make repeat purchases from brands who provide a premium post-purchase experience.
That’s according to a new survey from high-touch operations partner Outerspace, which shows that initiatives like a strong unboxing experience, an easy return process, and free samples and gifts from online brands are hits with consumers.
Over half of consumers (57%) included in the survey said they expect a more memorable and personalized unboxing experience, such as a handwritten note or high-quality branded packaging. This is especially true for Gen Z and millennials, who are 11% more likely to expect it, while boomers are a quarter (25%) less likely to expect the same.
Women are also 16% more likely than men to repurchase from brands that offer free gifts with their orders, while men are nearly a third (29%) more likely to repurchase from brands that use premium packaging or wrapping.
The overwhelming majority (93%) of consumers said that an easy returns process is a top factor when buying directly from brands. For more than half of shoppers (57%), easy returns influence the likelihood of repeat purchases, and having the option to choose free shipping on returns determines if they'll place an order with a premium brand (59%).
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Consumers also love getting free items, with more than half of shoppers noting that they are more likely to repurchase from a brand when they receive gifts and free samples (57%). When it comes to sustainability, one-in-three consumers (31%) say easily recyclable and premium packaging motivate them to shop with a brand again.
"As acquiring new customers gets tougher, creating brand fans is paramount for survival," said Kate Terry, chief commercial officer at Outerspace. "The post-purchase experience is an often overlooked and underutilized channel for building loyalty, but as this report shows, consumers are ripe for forging loyalty beyond the cart — and beyond free or expedited shipping. Unboxing and returns play crucial roles in building a brand's relationship with its customers, so it's wise for brands to invest in curating a premium experience that keeps them coming back."
In partnership with Pollfish, Outerspace surveyed 1,000 online shoppers in April 2024.
