Survey: Don’t ignore online customers post-purchase
What happens after an order is placed is crucial in driving website traffic and revenue.
That’s according to a new study, “Pathways to Loyalty and Post-Purchase Success,” from WBR Digital and Narvar, which reveals that engaging online customers appropriately during the post-purchase phase of their journey is key to building meaningful relationships fundamental to a brand’s success. Ninety percent of the retailers polled in the survey agree that engaging customers after they make a purchase drives new site traffic and revenue.
“The period of anticipation between when a consumer buys a product and when it arrives on her doorstep is the new moment of truth in retail,” said Amit Sharma, founder & CEO of Narvar. “This is a critical opportunity for retailers to continue the conversation and drive retention. As we see in the survey findings, retailers now recognize the value of optimizing the post-purchase experience to not only reduce call center costs and generate incremental revenue, but also to nurture the consumer relationship and build trust for future transactions.”
Key findings from the survey include:
• Eighty-seven percent of retailers agree that providing customers with proactive information about their orders decreases call center volume.
• Retailers identify price, internal resources, and availability as their biggest obstacles to moving forward with post-purchase initiatives.
• Among initiatives studied in the report, recommending new, related products brings the highest value for 40% of retailers.
The findings suggest that in order to overcome major internal challenges to post-purchase strategy adoption, advocates must convince their leadership that the programs will create value — not only for the sake of the customer, or for the sake of customer retention, but for the sake of the bottom line as well.
Report: Albertsons’ division eyes home delivery
Jewel-Osco shoppers soon will be able to order groceries directly from their go-to supermarket.
By the end of the summer, Jewel-Osco, a division of Albertsons, will offer online ordering. The chain will begin rolling out its e-commerce offering early this summer, according to The Chicago Sun Times.
This is not the supermarket chain’s first foray into online ordering. The chain supplied merchandise for online grocer Peapod for a decade in the 1990s. The partnership ended when the delivery company began sourcing from wholesalers 17 years ago, the report said.
Currently, the chain currently has an agreement with Instacart, a grocery delivery service that tasks personal shoppers with picking and delivering groceries from local stores. The grocer did reveal the ongoing role of Instacart.
While the grocer also didn’t share specifics on how its new e-commerce program would work, Albertsons may have given a hint. Jewel-Osco’s parent company recently announced that a click-and-collect program is in the works at five of its banners, including Jewel-Osco. This program will be using MyWebGrocer’s solutions to ramp up the launch of their buy-online-pickup-in-store (BOPIS) and delivery options.
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Could this be JackThreads’ final ‘farewell?’
An online menswear retailer seems to be at the end of its rope — or in this case, thread.
E-retailer JackThreads’ website is promoting its “Farewell Sale,” which is selling all merchandise, site-wide, for 70% — and all is final sale. While the company did not post any messages saying that the company is ceasing operations, the site’s “Work With Us” page has been closed.
In addition, the brand’s Twitter page has not been updated since January 4, and its Facebook page has not been updated since February. Shoppers are also noticing a disruption in service — and feeling the fallout.
According to posts on the retailer’s Facebook page, consumers are struggling to place Farewell Sale orders, and others have been waiting for two-week old orders to be fulfilled. One shopper’s post on May 6, even urged the company to take down the site to avoid “ruining their goodwill,” and hurting their chances of finding a buyer.
The brand’s farewell sale is not a complete surprise. In February, the company slashed its staff down to a skeleton crew in effort to stay afloat, and simultaneously announced it was on the hunt for a buyer, according to Fortune.
JackThreads, which started as a flash-sale site selling heavily discounted menswear in 2008, was acquired by media company Thrillist in 2010. Upon spinning off from the company in 2015, the brand transitioned away from flash sales and began selling its own brand of men’s clothing at full price. It also featured a generous “TryOuts” policy that allowed shoppers to “test” merchandise, and only pay for what they keep.
Besides the “testing” process causing losses, customer complaints, canceled orders and overdue deliveries began taking their toll on customer service and long-term loyalty.