POST-PURCHASE AND ADVOCACY
In this fourth and final round of Response’s Consumer Journey series, performance- based marketers talk about what happens next — after a purchase is complete. Not
only is this a prime opportunity to show gratitude, build anticipation, and set expectations
for delivery, this is where to keep the conversation going. It’s when to build the relationship further and bring customers full circle,
back to discover new items, to engage with
fellow shoppers, and — ideally — to advocate
for the product or brand.
Performance-based marketing all comes down to the
numbers, but through every phase of a consumer’s journey,
exemplary campaigns are equally focused on branding
and communication. Creating the best possible consumer
experience is good business, and when that experience extends after the purchase, the hope is that it leads to even
Clear Before Clever
Before getting into the art and nuance of branding and
experiential marketing, order fulfillment begins with a
standard set of notifications letting customers know that
their order has been received and when it has shipped.
“We have strategic touchpoints throughout [the fulfillment phase], with the goal of ensuring a positive customer
experience,” says Michael Weinstein, chief marketing
From fulfillment to loyalty rewards, here’s how performance marketers are
delivering — and capitalizing upon — a great post-purchase customer experience.