Sorted research: complacent UK retailers are failing customers with post-purchase experiences
While only 18% of retail leaders believe the post-purchase process can be significantly made better, 83% of consumers think there is room for improvement, according to Sorted research.
Its survey, consisting of 1,000 consumers and 250 retail leaders across the UK, revealed that 93% of the former consider the post-purchase experience to be important. However, only 40% of the latter believe that the post-purchase experience is fully optimised.
Although both consumers and retail leaders agree on the overall importance of the post-purchase experience – with 93% and 74% respectively acknowledging its significance – the existence of a 20% disparity underscores that retailers still have a considerable distance to cover in order to fulfil customer expectations, Sorted argues..
Of particular concern is the impact of a poor delivery experience. 79% of consumers admit they would be deterred from purchasing from a brand again if they encountered a subpar post-purchase experience.
The survey also reveals that 60% of retail leaders who have invested in improving things report seeing an increase in sales and revenue.
"The notion that 'the customer is always right' is a guiding principle in the retail sector, and this data suggests that our industry could - and should - be doing more," said Carmen Carey, CEO at Sorted.
"It's becoming increasingly evident that the post-purchase experience shouldn't be a secondary concern.”
“From preventing potential lost sales and maintaining brand credibility, to delivering a seamless and personalised experience for each customer, focusing on post-purchase experiences is key. Customers see the value in this aspect of the journey, and so should retailers. It makes a big difference.”
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