Building an Effective Digital Loyalty Program in the Amazon Age [Free Webinar]
In this article
2 minutes
Did you know that you can boost your revenues by 95% if you increase customer loyalty by 5%?
In fact, it is seven times more costly to acquire a new customer than to retain an old one.
Companies like Amazon and Nordstrom know that investments in loyalty pay handsomely and have created outstanding rewards programs. These retailers have millions of subscribers and are market leaders in customer loyalty.
The importance of retail customer loyalty and retention is profound.
- 73% of ‘members’ will recommend brands with good loyalty programs
- 70% of consumers will spend more if they can be rewarded
Our webinar, featuring Robbie Kellman Baxter, best-selling author of “The Membership Economy,” shows how to apply the principles of the membership economy to the retail sector.
The webinar explains how to shift the retail paradigm from transactional, where a purchase is considered the finish line, to membership based, where the first transaction is the starting line.
Creating an effective loyalty or membership program is no simple task. Aside from discounts, what can we offer to encourage loyalty? Aside from purchases, what activities and behaviors should we reward?
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I'm Interested in Saving Time and MoneyThe transformation from the transactional economy to the membership economy is taking place along 4 key dimensions. And each dimension, alone, has recently been the source of disruptive innovation:
The structure of a loyalty program in the membership economy is just the beginning. The webinar also describes how to address the 4 characteristics of the most successful loyalty programs:
- They are aligned with the brand
- The program fulfills a customer need
- The program adds enjoyment to the customer experience
- Redemption is easy
And Manish Chowdhary, CEO of Pulse Commerce, provides additional examples of how companies can go the extra mile:
- Pick a creative name. For example, SoccerPro gives customers a ‘PROfile’
- Make points sound like treasure. For example, Pixi Beauty’s ‘Pixi Dust’
- Reward more than just purchases. For example, rewards for site visits and social shares.
- Offer more than just store discounts. For example, free gifts with purchase.
Our free, on-demand webinar demonstrates how your retail business can apply these strategies to improve retention and raise the lifetime value of your customers.

Turn Returns Into New Revenue

Why Personalized Goods Ecommerce Sites Need Real-time Product Customization
At least 30% of all products purchased online are returned. And of those, 22% are returned because the product received looks different from what was expected. This can be especially true for specialty retailers selling customizable products. What will my custom wedding gift bags look like? How will those monogrammed champagne glasses look?
With billions in lost profits at stake, online retailers are increasingly offering product configurators that help design a product, and then provide 3D visualization of the finished product’s appearance. For example, see a product configuration from My Wedding Reception Ideas’ website.
Pulse Commerce’s clientele include several specialty gifts and personalized goods retailers. Photorealistic product configuration using dynamic imaging is one of the game-changing capabilities retailers could provide to help compete more effectively. In fact, analysts estimate that custom products can double conversion rates.
This is why Pulse Commerce partnered with LiquidPixels to bring dynamic imaging and product-configurator features to our clients’ retail and B2B websites. Pulse Commerce serves a number of specialty retailers with custom offerings, including My Wedding Reception Ideas (MWRI).
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I'm Interested in Saving Time and MoneyHere’s what three CEOs had to say on this topic:
From customer feedback and tough industry competition, we at MWRI realized years ago, the need for a robust online proofing system to allow our customers to view their personalized products before purchasing. My Wedding Reception Ideas and Pulse Commerce partnered with LiquidPixels to develop a robust online proofing experience so customers are confident their wedding decorations, favors, or gifts are personalized just the way they want. MWRI has been a Pulse Commerce client for years, creating a solid relationship of trust, and confidence that Pulse Commerce would be able to deliver exactly what MWRI needs to offer an exceptional shopping experience to their online customers.
~Raymond Miller
CEO, My Wedding Reception Ideas
Dynamic imaging is now a requirement — essential for being competitive and providing the best possible shopping experience for online shoppers. What was previously a luxury has now become a staple for e-commerce sites. We’re leading the innovation and happy to help partners such as Pulse Commerce show their merchants that dynamic imaging is a necessity and how quickly it can provide value.
LiquidPixels solutions power a wide range of what are called ‘product configurators,’ that enable shoppers to quickly design a nearly unlimited range of product concepts and preview them instantly online. Users can mix, match, add and delete objects such as furniture, clothing, custom text, patterns, textures, and colors. Retailers, interior designers, manufacturers, marketers and any online business that relies heavily on images can benefit from these solutions.
~Steve Kristy
CEO, LiquidPixels
Ecommerce has never been so competitive. Barriers for entry are very low, which has caused the number of online stores to skyrocket, and has dramatically reduced switching costs for shoppers. Customer experience is now the main battleground for merchants trying to stand-out in the crowd and captivate shoppers. Only those who deliver an outstanding personalized experience stand a chance, and that’s why this partnership is so important.
~Manish Chowdhary
CEO, Pulse Commerce
About Pulse Commerce
Pulse Commerce is a leading provider of and unified commerce solutions, which enable established merchants to leverage all aspects of omnichannel commerce using a single cloud-based system. We are on a mission to level the omnichannel playing field for mid-market merchants, delivering enterprise strength ecommerce capabilities via cloud-based solutions.

Turn Returns Into New Revenue

How to Market and Sell on Pinterest [Webinar]
Pinterest is a rising tide that’s lifting many online retailers’ ships. With over 200mm monthly users and growing, an increasing share of retail site traffic is driven by Pinterest referrals.
Merchants that ignore Pinterest do so at their own peril. With thin retail margins making every 1% increase in traffic matter more every day, the power of Pinterest’s visual engagement platform can be profound.
The Power of Pinterest:
- 93% of ‘Pinners’ use Pinterest to plan purchases
- 96% of ‘Pinners’ use Pinterest to gather product information
- 87% of ‘Pinners’ have decided to purchase because of Pinterest
In this free, on-demand webinar, Pulse Commerce’s CEO, Manish Chowdhary, and My Wedding Reception Ideas‘ CEO, Ray Miller, provide retailers with insights on how mid-market omnichannel retailers are generating demand and growth through Pinterest.
Topics include:
- Creating a Pinterest business account
- Pin content and optimization
- How Pinterest promotes your business
- Pinterest scheduling tools
- How to advertise on Pinterest
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Turn Returns Into New Revenue

Boost Ecommerce Conversions & Revenue With A/B Testing [Webinar]
Would your business benefit from a 325% increase in email clicks? Or a 300% increase in leads from landing pages?
If you’re performing A/B testing on your retail website, then you’re likely achieving these levels of improvements, page-by-page and email-by-email, every day.
If not, consider this: If you are running pay-per-click advertising campaigns, and you increase click-to-conversion from 5% to 10%, then you’ll reduce your acquisition cost or your cost per lead by 50%.
A/B testing compares two variations of the same web page, email, ad, or other marketing asset to learn which one performs the best among customers and increases conversion rates and revenue. The change can be as simple as a single headline or button, or be a complete redesign of the marketing asset.
Let’s look at an example:
Version A
Version B
Winner: Version A generated 439% more leads!
Low cost and easy to use, A/B testing has become a go-to technique for marketers striving to increase conversion rates and revenue, often generating 100%+ improvements in critical KPIs. However, there is no magic formula. If A/B test results were repeatable for every website every time, there would be no need to A/B test at all. Every audience is different.
Patrick McKenzie asserts, in a KissMetrics Blog Post about A/B Testing, that success hinges on Incubating a culture of testing – Many companies resort to a culture of “let’s ask what the boss thinks”. Don’t leave it to the boss to decide; let the data decide.
Almost anything on your website, landing pages, and emails can be A/B tested, including headlines, paragraph text, testimonials, calls to action (CTAs), buttons, images, media mentions, promotions, navigation, subject lines, and more.
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I'm Interested in Saving Time and MoneyAnd there are multiple KPIs you may seek to improve, depending on your goals. KPIs to improve include click through rate, average order value, conversion rate, product page views, add to cart rate, and revenue per visitor.
A/B testing seems simple on the surface, but can be quite complex. What do we test? And what metrics are we using to decide whether Option A or Option B wins?
In this free, on-demand webinar, Pulse Commerce’s CEO, Manish Chowdhary, and My Wedding Reception Ideas‘ CEO, Ray Miller, provide retailers with insights on:
- What is A/B testing
- Why you should use A/B tests
- How A/B testing can increase revenue and conversions
- Which aspects of ecommerce can be A/B tested
- How to conduct a successful A/B test

Turn Returns Into New Revenue

5 Reasons to Use Pinterest to Market and Sell Your Products [Infographic]
In this article
1 minute
If you’re an omnichannel retailer with an ecommerce website, then marketing on Pinterest can be a tremendous source of new customers and a great way to engage your existing customers.
Download our Pulse Commerce Pinterest Infographic to learn the 5 reasons you should use Pinterest to market and sell your products. Download Infographic
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Turn Returns Into New Revenue

Omnichannel Insights: 3 Retailers Who Are Getting it Right
Multichannel commerce has been around for the better part of a century. Sears opened its first store in 1925, almost 40 years after it first launched it’s mail order catalog.
Retail Holy Grail
Omnichannel has become the new holy grail of retail. While many have defined the term, we like the way Tech Target | SearchCIO describes it:
Omnichannel is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience, whether the customer is shopping online from a desktop or mobile device, by telephone or in a brick and mortar store.
Before diving in, let’s explain what omnichannel experiences are not by using our work lives as an example. At work, we use multiple touch points to communicate with colleagues.
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I'm Interested in Saving Time and MoneyCustomer Frustration
Imagine if the following situation was routine:
- Touch point 1 – In Person: You meet with a colleague and ask him to do a small, half-hour project.
- Touch point 2 – Email: You send an email the next morning checking on status, and he has no recollection of your in person conversation! So, you ask again, this time in email. He replies that it’s no problem. He’ll have it for you tomorrow.
- Touch point 3 – Telephone: The third day, you call the colleague on the phone, you guessed it; he has no memory of either the in-person request or the email exchange.
It’s as if he’s 3 different people – the in-person colleague, the email colleague and the telephone colleague.
Wouldn’t you be furious?
That’s how customers feel when shopping with multichannel retailers that haven’t figured out how to put the customer first.
- Online – She does her research online, and even saves an item to the shopping cart.
- Store – She goes to the store to buy the item, but the item is not in stock.
- Mobile Device – She decides to order it from her mobile device, but has to start over, because the cart on her computer wasn’t saved.
- Contact Center – Immediately after she orders she realizes she ordered the wrong color, and calls the contact center for help. But they have no visibility into her online orders. Instead of changing the order, the item will be shipped, and she’ll have to return it.
It’s like that colleague. The shopper remembers everything. The retailer seems to be 4 different companies, each with it’s own separate memory.
Omnichannel retailers wrap their operations around their customers, “remembering” their interactions, regardless of whether they were online, in the store, speaking with the contact center, or on a mobile device.
Who’s got it?
Following are some great examples of omnichannel retailers who are putting customers first:

Category: Sporting Goods and Outdoor Gear
REI is a Seattle-based sporting goods and outdoor gear retailer that serves people who are passionate about outdoor activities – camping, fishing, hiking, biking and more. Their customers often need what they’re seeking – pronto. For tomorrow’s trip. Or today’s!
REI helps its customers find the items they need at the nearest store with the greatest of ease. Something its my-next-adventure-is-tomorrow customers appreciate.
For example, a Manhattan-based mountaineering enthusiast (they really do exist) is sizing up her equipment for tomorrow’s adventure, and she realizes she needs a Crevasse Rescue Pulley. Is it game over? She finds one on REI’s website, clicks on find it in a store, enters her zip code, and boom! It’s available in a nearby store.
Disaster averted at every step!
This is no small feat. Companywide inventory is available to anyone who is interested in seeing it – across channels – enabling REI customers to find what they need, where they need it, and when they need it.
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Category: Fashion Retailer (UK)
Oasis is a UK-based fashion retailer with a multilingual ecommerce website and dozens of retail stores across Europe and Asia. While REI has enriched the online experience with store information, Oasis has enriched the store experience with its online capabilities.
Oasis arms its team members with tablets that are loaded with real-time product and inventory information. Associates can provide instant product details. And, if an item isn’t in stock, sales people have real-time inventory data at their fingertips, so they can direct the customer to another store, ship from another store, or ship from a warehouse. The customer is treated like royalty, and loyalty grows with every touch point.
And the checkout line is wherever the customer is. And every customer is almost always first in line! Store associates ring up purchases on their tablets too. Want to use PayPal? No problem! Customers can pay with their mobile phones too.
Every touch point is designed to help the customer effortlessly enjoy the shopping experience, browse and find, have questions answered, and ultimately enjoy a delightful shopping excursion. It’s all possible because the online world, and the behind-the-scenes order and inventory management world, is in team members’ hands on a moment’s notice.
Category: Home Furnishings
If you’re a home furnishings retailer, the wedding registry is a great way to build everlasting customer relationships. The volume of customer touch points is immense:
- Newlyweds and their guests
- Registry gift selection, gift purchases and customer exchanges
- In stores, online and on mobile devices
Crate and Barrel marries the online and offline worlds to create a unified experience for gift-ers and gift-ees. The gift registry is available to the newlyweds wherever and whenever they are — in the store, online and on their mobile devices. They can instantly pick up where they left off, shifting from the computer screen, to their phone, to the store.
For Crate and Barrel customers, the online and offline worlds are a match made in heaven.
Closing Thoughts
REI, Oasis, and Crate and Barrel are delighting customers by staying next to them throughout their shopping journeys — from researching online, to shopping in stores, and reviewing orders on mobile devices.
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See Scale JourneyThe good news for multi-channel merchants, including growing mid-market retailers, is that these capabilities are not just reserved for enterprise retailers like Crate and Barrel. With today’s advances in cloud-based commerce technologies, omnichannel experiences are available for retailers of all sizes.
If you’re getting ready to take the plunge, our whitepaper, “The Experts Guide: Unified Commerce Vs. Separate Systems,” is a great tool to help you start planning.

Turn Returns Into New Revenue

How Top Retailers Turn Omnichannel Strategies into Sales
There is growing evidence that consumers like to shop across multiple channels, and the ones that do drive the biggest profits for retailers. Nearly all of the largest retail chains in the U.S. are taking notice—throwing time and money into omnichannel technologies and strategies that more closely link their stores with the web.
Customers that shop with us in multiple channels spend three to four times more than a customer that shops in one channel.
~Michael Koppel
Chief Financial Officer, Nordstrom
At the same time, originally web-only retailers such as Warby Parker and even Amazon are expanding into bricks-and-mortar, seeking the optimal balance between online and offline sales.
But there are significant costs and challenges associated with linking back-end order and inventory management systems to enable order-taking from stores, websites and mobile apps. Plus, some merchants do it better than others.
As Amazon’s dominance grows and foot traffic declines in stores across the country, in many ways store-based retailers’ very survival depends on how quickly and effectively they can adapt to ever-growing consumer demands.
In this comprehensive report from Internet Retailer you will learn how the Top 500 retail chains and web-only players are adopting successful omnichannel strategies to drive incredible sales growth and improve customer experience.
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I'm Interested in Saving Time and MoneyLearn which retail chains and web-only players are adopting the most successful omnichannel strategies, and how they’re driving sales growth as a result.
This whitepaper includes a breadth of useful insights:
- Survey: What consumers really think about omnichannel
- Profiles: In-depth profiles on the omnichannel strategies of the Top 30 retail chains
- Data: How e-commerce sales compare to physical stores, and How e-commerce sales compare to physical stores
- Thought Leadership: Discussion with Pulse Commerce CEO, Manish Chowdhary
Traditionally, warehouse management systems handled inventory in the distribution centers, retail merchandising systems handled inventory on the shelves in stores, and enterprise resource planning systems managed the inventory in the supply chain. For retailers wanting omnichannel fulfillment capabilities, breaking down these three different silos becomes very difficult. Unless the retailers truly implement a best-in-class order management system that acts as glue for all three systems and provides real-time visibility of inventory and fulfillment logic, he adds, retailers are going to struggle to successfully implement omnichannel strategies.
~Manish Chowdhary
CEO, Pulse Commerce

Turn Returns Into New Revenue

How to Increase Online Conversions with Dynamic Imaging [Webinar]
In this article
2 minutes
If you’re an online retailer who sells custom products, then you know how hard it is to boost online conversion rates and reduce returns. Customers are unsure what the final product will look like. And if it doesn’t meet expectations, returns and dissatisfied customers are likely.
Dynamic imaging helps retailers improve online conversions and reduce returns
- Customers preview their customized products (e.g. imprint, engraving, embroidery, etc.), increasing conversions.
- Products are more likely to match a computer image than a mental image, so returns are lower.
View our on-demand webinar to learn:
- What is dynamic imaging? And why is it important for converting online shoppers into buyers?
- What are the types of Dynamic imaging? What are the differences between Production Imaging and Customization Imaging. Which ones make sense in which situations?
- Dynamic Imaging Retailer Case Study: How a mid-market specialty gifts retailer increased conversions with dynamic imaging?
- Benefits to Your Business: How can you give your customers the best shopping experience that leads to more sales and less abandoned carts?

Turn Returns Into New Revenue

Pulse Commerce CEO invited to speak at 2018 Ecommerce Operations Summit
Pulse Commerce’s CEO, Manish Chowdhary, has been selected to speak at the 2018 Ecommerce Operations Summit in Columbus, OH.
This year’s Summit is a 3-day event, laser focused on optimizing direct-to-consumer and omnichannel operations and fulfillment. Pulse Commerce’s platform enables mid-market B2C and B2B merchants to deliver superior omnichannel experiences across all channels. The Summit is an ideal audience for the Pulse Commerce message.
Many ecommerce retailers see a customer’s first purchase as the final step of the buyer journey. We work with smart merchants who see the first order as the beginning of a life long customer relationship. Thus they build operations to embrace the entirety of the customer experience – delivery, shipping updates, order modification, returns, ongoing connection and loyalty, and much more.
The Pulse Commerce platform, helps mid-market retailers manage their orders and inventory efficiently turn orders around faster, increase inventory turns, and improve cash flow. Through our work with clients, we’ve seen first hand how retailers deliver omnichannel post-sales experiences by maintaining a real-time view of all orders, inventory, products, and customer history across all ecommerce channels (website, marketplaces, drop-shipping) and fulfillment centers.
These insights inspired us to conduct a research study to quantify the impacts of exceptional post-sale ecommerce experiences.
We will share our insights at the conference, with a presentation titled, “The Post-Purchase Retail Experience: Winning After the Delivery.”
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I'm Interested in Saving Time and MoneyOur study is designed to uncover the Impact of different service and customer experience programs on merchant growth rates and sales.
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- Loyalty Programs and Reward Types
- Returns Window, Days to Refund and Return Shipping Costs
- Days to Shipment, Days to Delivery
- Emails, Physical Package and Packing Slip Branding and Marketing
- Returns Customer Service Experience
We hope you can join us at the event!

Turn Returns Into New Revenue

7 Ways to Turn Post-Purchase Interactions into New Sales
Most retailers put a lot of time and effort into attracting new customers. It makes sense: you need customers to buy your products and sustain your business. However, generating more sales from existing customers is a more efficient, less expensive way to grow.
The probability of selling to an existing customer is 60 percent to 70 percent, compared with the 5 percent to 20 percent chance of selling to a new customer, according to the White House Office of Consumer Affairs.
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I'm Interested in Saving Time and MoneyEvery dollar spent retaining or reselling goes further than one spent to attract new customers.
I invite you to reconsider the post-purchase customer as a prospect for continued, expanded business. In many ways, they’re an ideal prospect — you know what products they like, you know that they like your brand, and you have their trust.
Existing customers are also a great source of new prospects: 42 percent of online customers find recommendations from friends and family influential, and 23 percent are influenced by social media recommendations, according to BigCommerce’s Consumer Shopping Habits Study.
7 Ways to Turn Post-Purchase Interactions Into New Sales
The moment a customer completes a purchase, you should think of them as a new prospect, with opportunities for add-ons and additional sales on the horizon. Each interaction is an opportunity for more sales, more revenue per purchase, and more referrals.
1. Make good use of your order tracking page.
Between purchase and delivery, customers who track their orders visit the order tracking page an average of 3.1 times per order, according to the 2017 Narvar Post-Purchase Benchmark. They’re also three times more likely to click through a marketing asset on that page than a regular marketing email. Customers who visit the tracking page are excited about your products. Make good use of that prime real estate with targeted ads for products that would complement their recent purchase.
2. Answer their questions.
This might seem straightforward, but too many retailers are missing this crucial foundation. After purchase, customers expect you to be just as helpful as when you were trying to close the sale. At the simplest level, your website needs an easy-to-find FAQ about topics like shipping, refunds and exchanges.
Ideally, customers should be able to get an answer via any channel: phone, live chat, email, social media, or even in-store. According to Parature, 43 percent of customers cite being passed from agent to agent as a top aspect of bad customer service. Getting this right requires an an omnichannel order management system (OMS) that centralizes information for every agent. A customer standing in your store doesn’t want to hear that they have to call the 800 number, and now they won’t have to.
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Get My Free 3PL RFP3. Order modifications: anywhere, anytime.
With the advent of sophisticated order fulfillment software, customers expect you to locate and modify their order right up until the moment it ships. Order management software can solve this challenge, integrated with OMS so that service representatives don’t have to call the warehouse to make changes.
It’s a worthwhile investment. When customers can modify their order, they’re more likely to buy add-ons, knowing that their products will arrive together. You also save on refunds and exchanges by eliminating shipping products that customers don’t want. Finally, you enhance your relationship with customers, who trust you to get them exactly what they want.
4. Provide smooth and easy returns.
Returns are unavoidable. According to the marketing experts at Invesp, 30 percent of products purchased online are returned. A full 35 percent of those returns aren’t due to any error, but just because a customer decided not to keep the item. Turn this potentially negative situation into an opportunity by delivering an outstanding, frictionless experience.
Customers want to return or exchange a product via any channel, not just the one where it was purchased. If they bring a sweater they purchased online into their local store, a store employee should be able to process the exchange, then delight the customer by offering the replacement item for pickup or quick shipment. An OMS makes this possible by centralizing all orders, inventory, fulfillment and returns.
5. Make it personal.
Once a customer purchases from your brand, you suddenly have an enormous marketing advantage: you know what they like. Fifty-nine percent of shoppers want personalized marketing online, including special offers, exclusive coupons or advertising for products they’re interested in, according to the Accenture Personalization Survey. Use what you know to market related products via email, direct mail, social media and other channels, and start soon after purchase while your brand is top of mind.
6. Don’t forget the packaging.
Let’s say that 20 percent of your customers open each of your marketing emails — pretty good! How many open the package that contains their order? More like 100 percent. Packing materials are an excellent marketing asset, and not to be overlooked.
Beyond the baseline — delivering the order on-time, complete and undamaged — you can delight customers with enclosed free samples or discount offers. Then make it easy for them to follow up. Set up a special short URL for the offer so they can place their order quickly while they’ve got it on their mind.
7. Get the most out of happy customers.
Loyal customers don’t only bring additional revenue, they can also bring in new customers. Consider implementing NPS, the simple survey that asks customers, “How likely are you to recommend this company to a friend?” Identify happy customers, then follow through: offer referral perks or encourage them to share their favorite products on social media.
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See Scale JourneyLoyalty programs are another great option, although they can be complex to administer. According to Accenture, members of loyalty programs generate 12 percent to 18 percent more revenue than customers who aren’t members. Loyalty programs keep customers actively engaged and drive repeat purchases, social media buzz and new referrals.
Conclusion
Getting the most out of your post-purchase customer interactions has two major parts: a well-designed and well-executed marketing strategy, and an omnichannel delivery and service commitment. Both pieces are necessary to drive higher customer retention, loyalty and referrals, and overall revenue. Businesses that adopt omnichannel strategies achieve over 90 percent greater year-over-year customer retention rates compared to those that don’t.

Turn Returns Into New Revenue
