Retailers are missing out on a golden opportunity to drive repeat sales right when a customer takes the card out of their wallet.
New research reveals that 63% of UK businesses lack the tools to re-engage customers between checkout and delivery, despite overwhelming evidence that this post-purchase window is a critical moment for boosting loyalty and revenue.
According to the latest Future of Post-Purchase and Delivery report from delivery software firm Scurri, 78% of retailers now recognise post-purchase engagement as the beginning of the next buying cycle. But while consumer demand for relevant offers during the delivery phase continues to rise, most brands are failing to meet expectations.
Almost 50% of UK shoppers say receiving personalised offers in delivery tracking updates would make them more likely to buy again. Yet only 33% of mid-market retailers and 41% of enterprise brands currently have any form of solution in place to act on this consumer preference.
Rory O’Connor, founder & CEO of Scurri, said: “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.”
Customers like post-purchase offers
Year-on-year, shoppers are warming to post-purchase promotions. Half now say these personalised updates give them more confidence in the brands they buy from, up from 44% in 2024. Meanwhile, 45% say they’d be more likely to try new products if presented with relevant offers during delivery updates, a +5% jump from last year.
Still, most retailers are treating post-purchase comms as a delivery update and nothing more. Just 26% cite retargeting customers with new marketing messages as a benefit of these communications, even though 77% of mid-market and 78% of enterprise retailers admit post-purchase is becoming a revenue-driving channel.
Consumers, however, are clear about what they want and don’t want. While 57% are happy to receive offers in their tracking updates, the same percentage says they’d only welcome them if they can opt out once the item arrives. Another 57% are fine with promotional content, provided it’s not sent too frequently.
Retailers may be pouring budgets into acquisition, but the data shows they leave serious money on the table after making the sale.