Activating Customers Post-Purchase with BrandSwap

Industry Chat: Activating Customers Post-Purchase with BrandSwap

Every retailer has a thank-you page and some form of post-purchase email sequence. While both serve basic purposes, they’re fast becoming prized pieces of estate in the world of retail media.

Highlighting relevant third-party rewards to your customers can unlock an extra stream of revenue. Unfortunately, many brands lack the time, tools, and resources to recruit brand partners and build a solution to make retail media work.

Our expert on activating customer’s post-purchase: BrandSwap

BrandSwap is changing this issue with plug-and-play technology that makes retail media highly accessible to all brands. According to Ryan Kliszat, BrandSwap’s Co-Founder, one of the biggest benefits is activating customer’s post-purchase. We caught up with Ryan to find out more.

Ryan Kliszat, Co-Founder BrandSwap

What does it mean to activate a customer post-purchase?

Retailers often miss a lot of valuable opportunities to engage with customers once they’ve completed their order. To these brands, customer experiences end with the conversion, which is where they leave revenue on the table.

We’re imploring retailers to get more from shoppers who are either in the buying mindset or firmly out of it. To use an example from our world, someone who’s just bought a new fridge might be interested in a meal kit subscription. Look at a customer who purchased three months ago and hasn’t since. What is the brand doing to get them back onside?

Success in these areas translates to incremental gains because they’re away from the original path to conversion. We’re creating opportunities in areas that tend to be ignored. 

How does BrandSwap help?

We’ve built a Smart Post-Checkout Rewards solution, which can drive different goals depending on the retailer’s priorities.

You have brands generating extra revenue by highlighting relevant third-party rewards on their thank-you page and earning a commission for each referral.

You also have retailers with dormant customers, who can use their own rewards to create a second cart. To use my favourite example, a consumer electronics brand could provide an offer for a soundbar to someone who bought a TV but hasn’t returned to their site for a while.

It all comes back to generating fresh streams of income. One is adding an extra tier to their experience and driving revenue through brand-to-brand partnerships. The other is increasing brand loyalty by getting customers back on their site.

How is it different from other retail media solutions?

Firstly, speed of implementation. We decided to create BrandSwap after seeing retailers display an interest in retail media but struggle to get their plans in motion.

With our technology, a single piece of Javascript gets you live. From here, you can use our fully managed service to create a solution that’s on-brand and native to your experience. You could launch a retail media solution and all the associated partnerships in weeks.

Alongside simplicity and nativeness, relevance is key. We have an AI-driven relevance engine that recommends rewards that similar customers have bought. Retailers can also suggest rewards based on relevance to the cart or a previous purchase.

Overall, there’s a major plus in terms of implementation and ease of management. But you also get a smarter solution that translates to better performance.

What’s an example of an attractive reward?

Retail media got a real kick-start when brands created what’s known as the endemic partnership, where the reward is native to the environment. Nike advertising on a running shoe website would be a prime example.

These days, the growth is arguably within the non-endemic partnership. With this, you’re targeting a specific type of customer who’s likely to be interested in the reward either based on a past purchase or their demographic. That’s why you might find life insurance adverts being highlighted by fashion brands that target older consumers.

You almost have to be creative in how you select your advertisers. However, it’s essential to study your data to see which performs best for which type of consumer.

What are the results like?

It’s early days but we’ve already seen a major consumer electronics retailer using our technology for post-purchase activation.

This particular campaign is based on the thank-you page. What’s interesting is how many more consumers engage with the rewards when they’re presented immediately after their purchase. The brand’s earning per click is three times that of a standard retail media campaign. Meanwhile, click-through rates are way above industry standards.

It shows a couple of things. Firstly, that the thank-you page should be used for much more than a basic order confirmation. Secondly, that brands really have to consider ways of maximising their revenue when their customers are in the buying mindset.

Do you want to get involved?

Reach out to us and we’ll connect you with BrandSwap to discuss your requirements. BrandSwap works tag-based, so the implementation couldn’t be quicker. You simply get its tracking live, collaborate with their team on how your solution works, select your advertisers from the Tradedoubler network, and get a dashboard for viewing your earnings in real time.

BrandSwap purposely made the process simple for retailers to get involved.