5 strategies innovative brands are using to optimise their post-purchase journey

For small to medium UK fashion brands, optimising the post-purchase journey is key to boosting retention, driving repeat sales, and nurturing long-term customer relationships.

Estimates suggest repeat customers spend up to 67% more than new customers, underlining the value of customer loyalty. It costs less to keep a customer you already have and continue selling to them than to acquire a new customer.

Here’s how some of the UK’s most innovative brands are transforming their post-purchase experiences and how you can do the same.

1. Gamify your loyalty programme

While plenty of brands offer loyalty programmes, how do you make yours stand out? Gamification takes things a step further. By introducing game-like elements - such as points, challenges, and progress tiers - you make customer interactions more fun and rewarding, which keeps them engaged.

Check out Sisters and Seekers’ loyalty programme: it’s a game environment built like The Sims, triggering the nostalgia hit from its predominantly millennial and Gen Z customers.

The highly immersive video game design of the UI gives customers a deeper sense of accomplishment when they reach new levels, encouraging participation in the scheme.

The menswear brand, Percival, also has an interesting loyalty scheme. Their scheme uses creative tier names based on property spaces: The Reception, The Library, and The Terrace. As customers spend more, they “move through” the property, unlocking higher-value rewards. 

This progressive structure encourages repeat purchases by making customers feel like they’re advancing towards more exclusive clubhouse areas.

You can try this using platforms like LoyaltyLion or Yotpo, which allow you to create customisable, tiered loyalty programmes with gamified elements.

2. Leverage your delivery update emails for upselling 

Research by Klaviyo shows that post-purchase emails, meaning emails sent directly after the order has been placed, generate 90% more revenue per recipient than standard promotional emails, so it’s a no-brainer to test them to see what works best for your brand and customer base.

And amongst your post-purchase emails, delivery updates are likely some of your flow's most frequently opened (and under-utilised) messages. Rather than keeping to the basics of tracking and delivery confirmation, you could add:

Product recommendations: Include tailored suggestions for complementary products based on the customer’s recent purchase. For example, if they bought a jacket, recommend a scarf or hat that matches.

Exclusive offers: Introduce a time-sensitive discount that’s related to their purchase, e.g. “Get 15% off matching accessories for the next 48 hours” to drive immediate repeat sales.

Styling advice: Share care tips or styling advice related to their purchase. You can introduce related products, ensure they take care of their item properly, and ultimately build a stronger customer relationship.

Check out this great guide from Klaviyo for some more post-purchase email ideas and industry-specific benchmarks.

3. Create the right incentives for referrals

Your loyal customers are your best advocates. With a compelling referral programme, you can use their enthusiasm to attract new customers.

For example, BrandAlley, a multi-brand designer retailer, found that referred customers don’t just take their one-time discount and disengage - in fact, it's quite the opposite. Customers who come in via referrals to BrandAlley spend 64% more in their first six months and introduce 4x more new customers.

Creating the right incentive is crucial for the success of your referral programme: whether that’s a percentage discount, fixed value, or something different. A/B test different referral incentives to determine what works best for your customers.

For example, Ted Baker used the referral tool, Mention-Me, to gather data on which incentives their customers were most likely to convert with. They found that customers were more interested in giving a higher discount to their friends than getting a high discount for themselves. This highlights the importance of testing different offers to identify what drives the most referrals.

4. Make your returns process work for everyone

A smooth, customer-friendly returns process isn’t just about avoiding frustration - it’s a key part of building loyalty. If you make returns easy and flexible, you can turn a potentially negative experience into an opportunity to engage customers and encourage repeat purchases. 

Here are three strategies to optimise your returns process:

Offer instant refunds and exchanges: No one likes waiting for their money back. Offering instant refunds builds serious trust and makes customers more likely to shop with you again straight away.

You can try out platforms like Reveni to process refunds in as little as six seconds.

Give customers flexible return options: Not everyone wants a refund. Some customers prefer an exchange or store credit, and by offering these options, you keep revenue within your business. 

Tech partners like Swap Commerce allow you to set up a smooth returns flow where customers can easily switch to an exchange or opt for store credit.

Use data to improve your returns policy: Returns often feel like a black hole - things go back to the warehouse, and you don’t always get clear insights. Getting accurate, real-time data can help you identify patterns in your returns and take preventative measures.

By optimising your returns process, you can improve customer satisfaction, retain revenue, and turn returns into a retention opportunity rather than a lost sale.

5. Introduce resale to revive lapsed customers and drive LTV

Introducing your own resale programme can also help re-engage lapsed customers by prompting them to sell their previous purchases for cash or store credit. A peer-to-peer resale platform offers customers an easy way to recirculate their pre-loved pieces while your brand benefits from increased loyalty.

Take, for example, footwear brand Sargasso and Grey. They often sell shoes for occasions such as weddings, where customers might buy once and then lapse after the event. But, since introducing resale into their post-purchase journey, customers are emailed after six months of ownership, prompting them to list their shoes for sale and earn store credit to spend on new designs.

Using store credit encourages sellers to return to the brand, boosting their engagement and customer LTV.

Find out more about how owning resale helps you revive lapsed customers here.

Optimising the post-purchase journey turns buyers into brand advocates

Optimising the post-purchase journey is a powerful way to build loyalty and drive growth. By leveraging strategies such as gamified loyalty, upselling in delivery emails, and creating exclusive referral programs, brands can transform one-time buyers into lifelong customers. These strategies improve the post-purchase experience and foster enduring engagement and a more robust brand community.