The consumer decision-making process consists of five steps which are: need recognition, information search, evaluation of alternatives, purchase and post-purchase behaviour. It’s important for marketers to deeply understand each of these stages in order to design their marketing mix properly and improve customers’ acquisition and retention.
This blog post analyses the Post-Purchase stage in detail and explains how Mobile Marketing strategies can be effectively used at this particular step of the consumer’s decision making process.
After a consumer makes a decision he/she expects satisfaction to occur from his/ her decision. If the product /service does not meet his/her requirements, then dissatisfaction might occur. At this point the marketer may lose the chance to make this customer a loyal user. That’s why savvy marketers make sure that their consumer is completely satisfied and does not develop any negative post-purchase feelings.
Likewise, mobile technology plays an important role for marketers at post-purchase stage. Mobile services can improve post-purchase customer service experiences. For instance, consumers can receive updates on the order status for purchased items. Moreover, customer support can be enhanced by delivering more interactive content (e.g., images, video) to consumers, regardless of their location.
Importance of Mobile Technology on Post-Purchase Stage
The use of mobile services can improve perceived benefits (convenience, savings, and instant communication) and reduce perceived risks (performance risks, financial risks, time risks) for consumers. This may lead to more satisfactory post-purchase experiences for consumers.
Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behaviour, value and opinions. Marketers can prevent cognitive dissonance by using appropriate mobile marketing tools, such as following up with the customers via push notifications and sending them promotions, free trails, and so on..
Consumers’ willingness to use mobile services at the post-purchase stage depends on developing the belief that these mobile marketing services will offer benefits.
Post-Purchase Stage Use Cases and Actionable Insights for Marketers
In post-purchase stage, a marketer’s job is to provide consumers with after sale service as well as some extra benefits, such as discounts and free trials.
At this stage:
1. Interactive Push Notifications (especially mobile app marketers might send interactive push notifications to the users just after the purchase stage to get their feedback immediately)
2. In-App Popups (triggered after the consumer makes a purchase, popups can be used to give info regarding customer service)
3. Triggered Campaigns (notifications sent to the customers who already made a purchase in order to give them extra benefits) can be used to impact consumers’ decisions at this stage.
This blog post is part of the ‘Effects of mobile marketing on consumer decision making process’ series. You can reach previous blog posts below:
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