Imagine booking a stay at a five star hotel, settling into a luxury suite and then ordering up some delicious room service. Your meal arrives, and you remove the silver plate covers to find… still-wrapped frozen pizza and Twinkies?
This scenario highlights an all-too-common nosedive in customer experience at key points along the brand journey. For customers at Belkin International, Inc., the “plummet” happened after a customer clicked “buy” on the company website. The robust site offers premium consumer products and thoughtful education and support, but the experience for customers after they made a purchase was not on par. “Our post-purchase communication was a standard HTML email order confirmation, with a link over to the carrier for tracking information,” explains Maureen Lewis, Director of Global Ecommerce at Belkin. “It didn’t match the rest of the user experience, and it didn’t keep our customers engaged with our brand.”
The Challenge: Engage and inform customer – particularly after they buy
Lewis and her team recognized the importance of sending targeted, relevant, branded communications to inform and engage customers after they make a purchase. She also knew offering curated communications would help Belkin stand out from its competitors. “Consumer electronics is a commodity business,” she says. “We wanted to differentiate ourselves by delivering a premium customer experience, from start to finish. Narvar helped us make that happen.”
We wanted to differentiate our brand by delivering a premium customer experience, from start to finish.
Maureen Lewis, Director, Global Ecommerce at Belkin.com
Lewis realized, too, that strategic, personalized messaging could help boost customer satisfaction and trust. “Consumer trust is a core value for Belkin,” says Lewis. “We want our customers to feel confident about our brand, whether they buy a product directly from our site or from a third party.”
To meet these goals, Lewis partnered with Narvar to optimize and personalize Belkin’s post-purchase experience. After a straightforward onboarding session, Narvar worked with Belkin’s digital team to create a customized post-purchase order tracking and communication experience, which Lewis and others could use to measure and analyze click-through rates to key resource pages, newsletter sign-ups and more.
The Solution: Elegant, timely post-purchase communications enhance the customer experience
Belkin customers now have an immersive experience after they make a purchase – rich with precise estimated delivery dates and proactive updates about their order all on an elegant, easy-to-digest interface.
The tracking page is a place for Belkin customers to explore curated content based on their purchase, and other related products. Because Belkin.com is rich with educational assets for understanding everything from portable chargers and battery packs to high-speed USB-C cables, they want to ensure that content is getting seen.
Since launching with Narvar, Belkin regularly drives over a 12% click-through-rate from their branded tracking experience back to their website, which, in turn, helps customers get more out of their purchases, and keeps them coming back.
Not only does their tracking experience drive traffic back to Belkin.com, but Narvar referral traffic sees 2x higher conversion, further validating the return on their Narvar investment.
The Rewards: Investing in post-purchase is investing in customer happiness
Lewis and her team are paying close attention to the consumer insights that Narvar generates. For instance, she was surprised that over 10% of their customers opted in for SMS notifications about shipping and delivery. The high notification opt-in rate confirms that customers are engaged and eager to get accurate information about when their product will arrive. Such data also gives Lewis important fodder for future planning. “This important consumer data makes us think about other opportunities for text communications, such as push notifications for a coupon code.”
As the Belkin team looks forward and builds out new business strategies, they have confidence their post-purchase partner will be ready. Says Lewis, “The best thing about working with Narvar is that we have options and flexibility.”
Because of Narvar, Belkin has effectively prepared to avoid an unpleasant – and unnecessary – nose-dive during the consumer journey after purchase. Instead, their customers are now informed, engaged and satisfied all the way through their journey.
“We’ve seen that a positive post-purchase experience with Narvar boosts consumer trust, and drives measurable loyalty,” says Lewis. “And this ultimately keeps our business successful.”