Post-purchase ads generate revenue and customer loyalty
YSN Staff
Sometimes, in pursuit of conversions, retailers fail to look beyond the immediate sale.
Yet a wealth of often overlooked opportunity lies well after closing a customer, argues Fluent, a New York marketing firm. According to the agency, post-purchase advertising not only drives added revenue, but also help keep customers loyal and engaged.
Fluent bases those claims on an online survey of 1,003 U.S. consumers conducted last fall. Each participant had bought something online within the previous 30 days and recalled seeing at least one post-purchase ad. The results of the poll, compiled in the firm’s latest Shopper Trends Report, are rather compelling. Here are some key findings:
- 57% who converted on a post-purchase offer discovered a new product or service they love
- 62% of respondents said they would respond to useful discounts or promotions offered by a post-purchase ad
- 63% who encounter post-purchase ads after every online purchase said the ads enhance their shopping experience
And of that 63%:
- 82% said suggestions for complementary items would make them more likely to return
- 83% said post-purchase discounts and promotions would make them more likely to return
- 88% said personalized suggestions would make them more likely to return
Gen Zers are more likely to be motivated by personalized offers than other age groups, Fluent found, although post-purchase ads touting discounts and promotions struck a chord with shoppers across all generations.
Takeaways
As Fluent noted, “By embracing post-purchase advertising, retailers can turn a single online transaction into the beginning of a long-term customer relationship.”
To that end, the agency encourages retailers to use first-party data and contextual signals to prioritize personalization, and to boost engagement with discounts, rewards and value-driven perks.
For more information and further tips on employing post-purchase advertising, email hello@fluentco.com or visit www.fluentco.com.
