Update on Our Top 10 Global Consumer Trends for 2017: Post-Purchase

Strategy Briefing

About This Report

Oct 2017

This report is an update on how the consumer interest in what happens post-purchase, identified in Euromonitor’s Top 10 Global Consumer Trends for 2017, is growing as 2017 unfolds. It examines how consumers want more from their relationship with brands once the transaction has happened. Their expectation of a more memorable, positive post-purchase experience after they have bought a product therefore adds value, and is one that brands should address in their business and marketing strategies.

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Update on Our Top 10 Global Consumer Trends for 2017: Post-Purchase

Consumers value post-purchase customer care

Less brand-committed, ‘disloyal’ consumers warm to standout post-purchase customer care and this can differentiate your brand from the competition.

The consumers leading the consumers

Positive as well as negative post-purchase experiences are keenly shared online and are an endorsement opportunity for brands at a time when the landscape of advertising has changed and consumers listen to their online peers.

Consumer endorsement is the new advertising

Consumers themselves can become brand allies in novel ways in building a more rewarding post-purchase experience. This is apparent in consumer interest in sharing their post-buying elation with their social networks via retail selfie booths.

Quality must be more than skin-deep

Post-recession, green-conscious and thrifty consumers, regard quality and by implication, longevity as a key product differentiators, so quality needs to be built-in and an extended after-sales service must be offered as a route to adding value to the product.

Post-Purchase: Update

Scope
Support with purchase?
Case study: Support with purchase fuels interest in electric cars (1)
Case study: Support with purchase fuels interest in electric cars (2)
Try then buy: Enjoying after-sales service before the sale!
Selfie booths offer a customer role in the post-purchase experience
Case study: Millennial customers celebrate vegan dishes via selfies (1)
Case study: Millennial customers celebrate vegan dishes via selfies (2)
Longer post-purchase stories
Key takeaways for brands