{"id":52166,"date":"2023-11-06T05:19:18","date_gmt":"2023-11-06T10:19:18","guid":{"rendered":"https:\/\/www.radial.com\/?post_type=insight&p=52166"},"modified":"2025-12-23T09:27:42","modified_gmt":"2025-12-23T14:27:42","slug":"ecommerce-postpurchase-personalization","status":"publish","type":"insight","link":"https:\/\/www.radial.com\/eur\/insights\/ecommerce-postpurchase-personalization","title":{"rendered":"The E-commerce Post-Purchase Experience. Personalized."},"content":{"rendered":"\n
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E-commerce retailers often provide a personalized shopping experience<\/strong> before <\/strong>and during <\/strong>the customer journey. <\/p>\n<\/div>\n\n

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But what about post-purchase<\/strong>? <\/p>\n<\/div>\n\n

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Personalized experiences<\/strong> allow shoppers to experience a personal touch with their orders, either for themselves or for a gift recipient. They experience the care and joy of unboxing an order that feels meant just for them. <\/p>\n<\/div>\n\n

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Retailers that elevate the post-purchase experience <\/strong>with personalization offer something other than just another routine e-commerce order delivery. <\/p>\n<\/div>\n\n

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Smaller e-commerce stores, such as those on Etsy <\/a>or eBay<\/a>, curate a highly personalized experience with hand-written notes, specialized packaging, coupons, and gift wrapping. These retailers are known for their personalized customer experiences. Easy enough for small boutique shops to do, right? What about when you need to scale to thousands of orders per day? <\/p>\n<\/div>\n\n

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Expanding E-commerce Personalization <\/h2>\n<\/div>\n\n
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The big box pre-purchase online shopping experience has become increasingly personalized. Memberships and rewards<\/strong> programs ensure retailers have customer details, and omnichannel customer relationship management tools make it easier to synthesize customer habits, preferences, searches, purchases, and product recommendations. Real-time communication and notifications keep shoppers aware of their ongoing relationship with the brand and their order statuses. <\/p>\n<\/div>\n\n

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When customer data flows through a solid, unified, and integrated omnichannel order management system, all the dots connect, and the customer experience feels seamless and coherent. <\/p>\n<\/div>\n\n

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Brands are getting good at personalizing the pre-shopping experience. But more often than not, once the order is placed and tracking information transmitted, the customer ends up receiving their order in just another brown box with (hopefully!) eco-friendly packaging materials. <\/p>\n<\/div>\n\n

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It’s kind of like the warehouse just packed it up, tossed it on a truck, and the carrier delivered it to the porch. Suddenly, the highly personalized experience feels anything but. <\/p>\n<\/div>\n\n

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Yes, there are orders where customers truly want their order to show up, undamaged, and be accurate. But brands are missing out on an opportunity to keep that personalized shopping experience going, rather than having it drop off with a plain brown box on the doorstep. <\/p>\n<\/div>\n\n

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What\u2019s Wrong with a Plain Brown Box Delivery? <\/h2>\n<\/div>\n\n
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Think of it like this. Your customer feels known, seen, understood, supported, and helped by your brand during their shopping experience. All of these feelings foster customer loyalty. As humans, we like to feel cared for and known. These positive feelings are missing from the standard brown box delivery process. In fact, order delivery is typically a forgettable experience. <\/p>\n<\/div>\n\n

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Except for brand logos, one brown box doesn\u2019t look or feel much different than another. It could be any brand delivering the product to the customer. And that is what is at stake. 
 
When the personalization strategy<\/strong> drops off after purchase, your brand becomes forgettable. You want to be memorable, and nothing is more memorable in a digital world than the human touch. <\/p>\n<\/div>\n\n

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So far, we\u2019ve referenced traditional doorstep order fulfillment<\/a>. But store fulfillment can feel just as impersonal if it\u2019s just another hurried employee handing the order across the counter in-store or at the curbside. For the most part, it\u2019s akin to interacting with the carrier delivery driver. A quick hello and thank you. <\/p>\n<\/div>\n\n

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Benefits of a Personalized Delivery<\/h2>\n<\/div>\n\n
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