This means that the customer relationship does not end with the conclusion of the purchase. Even after a purchase, numerous points of contact can arise between the buyer and the shop. For example, a customer may not be satisfied with the delivery or the goods themselves, resulting in complaints or returns.
As a shop operator, you should handle these and all other possible contacts between the customer and the company professionally and act to the customer’s satisfaction. The performance and handling of enquiries of this kind are, like the purchase process, decisive for a successful customer relationship. In order to implement this, the use of after-sales measures is suitable.
These pursue the goal of binding customers to the company or the online shop, the products, the service or the brand in the long term and to achieve repeat sales with the help of good service. Therefore, it is of great importance to get to know the customers, to respond to their needs and to provide them with suitable content even after the purchase.
Classic after-sales measures
As a shop operator, you have many different possibilities to accompany your customers beyond the conclusion of the purchase, to be present and to bind them to your company through various measures. You can, among other things
- provide information material and customer magazines to keep customers up to date.
- offer shoppers access to an exclusive customer area on the website and membership of the customer club.
- enable networking to connect customers with each other and build a connected community as a strong community.
- reward loyal customers, in the form of discounts, exclusive reductions, small goodies or competitions.
- invite regular customers to specific events, such as a factory tour.
- offer training to help customers use the product or service.
- create special unpacking moments, e.g. with small package inserts or personalised flyers and brochures.
Needs-oriented after-sales measures
In order to address customers even more specifically, you can gear your after-sales measures to the needs of your shop customers in the respective phase within the customer journey. As already explained, the phases of customer loyalty and customer confidence can be assigned to after-sales. This means that the two phases mentioned address the needs of entertaining and connecting. We will show you how you can specifically address these needs in order to bind your customers, achieve repeat sales and increase the traffic in your online shop.
A distinction can be made between so-called push and pull measures. Most after-sales measures are ways in which the retailer approaches the customer in a targeted and active manner and “pushes” its products and services into the market. In marketing, the term push is also used for this. These measures are effective in binding customers to the shop and motivating them to buy again.
But it would be even better if customers would visit the online shop regularly all by themselves. Such a measure, which creates a natural customer loyalty effect, would fall under pull – the interest now comes from the target person, the products or services are actively demanded by the customer.