Half of consumers (49%) say receiving personalised offers in post-purchase tracking communications make them more likely to repeat purchase, but currently almost two thirds (63%) of UK retailers lack the ability to retarget consumers between checkout and delivery.
And this post-purchase engagement gap risks retailers losing out on revenue opportunities during a crucial – and lucrative – stage of the sales loop, according to the latest report from Scurri, the delivery management and post-purchase experience software provider.
Research detailed in The Future of Post-Purchase and Delivery report, shows year-on-year consumer attitudes towards receiving promotional offers post-purchase are becoming more and more positive, with 50% of shoppers saying receiving personalised offers in delivery tracking updates gives them confidence in the brand they are buying from – an increase of +6% agree YOY from 44% in 2024. Another 45% agree personalised offers in updates would make them more likely to try new products or ranges from the retailer – an increase of+5% YOY.
However, only 33% of mid-market retailers and 41% of enterprise businesses deploy solutions to retarget consumers between check out and final mile delivery, when customers are at the highest level of engagement. This is despite 77% of mid-market and 78% of enterprise retailers agreeing post-purchase is becoming a revenue generating channel for business.
Nearly half of all retail businesses (47%) surveyed can provide visibility of and customer updates on the entire delivery journey from dispatch from the warehouse to last mile delivery, but just 26% identify the ability to retarget customers with new marketing messaging as one of the benefits of post-purchase communications.
Rory O’Connor, founder & CEO of Scurri, commented: “Post-purchase is about more than just keeping customers up to date with delivery progress. It can be the beginning of the customer’s next purchase with the brand through the use of branded, promotional offers designed to drive repurchase, delivered at the very moment when the shopper is most engaged.”
57% of shoppers are happy to receive personalised offers in updates, but only if they can opt out of ongoing brand communication once their item is delivered. A further 57% agree they are happy to receive offers if they’re not too frequently sent to them.
For further insight into the evolving role of delivery and post-purchase as a driver of customer experience, down Scurri’s latest report: The Future of Post-Purchase and Delivery.
