Purchase is far from being the end of the sales journey in fashion. It’s the beginning of a relationship. Post Purchase is important to build a solid and loyal relationship with your client, in fashion, maintaining this is fundamental to better your processes, offerings and, of course, building a solid customer base.
In fashion, external factors such as fast changing trends and social pressure amplify customer dissatisfaction rates. Post Purchase dissonance is a very vivid problem fashion brands face daily, "Did I choose the right piece?" "Should I return this and wait for a sale?" "What happens if I find something better". And it has worsen with e-commerce. This Masterclass article portrays the difficulties of Post Purchase dissonance in the fashion industry.
To lead in the fashion industry, or to survive, brands need to implement two key touchpoints: educate and reassure. Offering styling tips, fabric care guides, and even repair services, goes a long way.
Mastering these will turn anxiety into confidence.
The expectancy disconfirmation model highlights how loyalty increases depending If the product exceeds expectations. A jean that maintains it's structure and color for years is proof that a brand kept its promise. And feeling that their investment was fair will make consumers become brand advocates.
As marketers, it is important to treat post purchase as part of the process. Neglecting this stage risks weaking long term loyalty. Do not neglect the end, build a long lasting relationship. Retaining just 5% of your customers will make an increase of 25% in profits, as HBR states in this article.
Read here last week's article: Unlocking Sustainable Fashion: Attitudes and Beliefs Driving Eco Choices
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