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‘Post-purchase experiences as important as pre-purchase journey’

At e4m D2C Revolution Summit, Unicommerce CEO Kapil Makhija shared valuable insights on how a good post-purchase experience can increase profitability for d2c businesses

by exchange4media Staff
Published - Aug 9, 2022 8:29 AM  |  2 min read

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The recently held e4m D2C Revolution Summit saw e-commerce solution company Unicommerce’s CEO Kapil Makhija talk about how a good post-purchase experience helps the profitability of d2c businesses, and how to build a successful supply chain.

Talking about challenges faced by d2c brands, Makhija spoke about three things that need to be taken care of by brands to ensure a better consumer experience. “One is the positioning; it has to be crisp and you have to stay true to the commitment that you make with the consumer. Second is execution versus planning to invest in people processes and technology. And third is taking care of post-purchase experiences. It's as important if not more important than the pre-purchase journey that you will pay for your content.”

Speaking about customer demands, Makhija says: “Consumers want an omni-channel experience, and that's why we're also seeing d2c brands investing behind offline and as d2c brands are scaling up many of them are going offline. So, omni-channel becomes a very important sort of point to consider for a d2c brand from a post-purchase experience.”

He also spoke about three things that brands need to focus on from a post-purchase experience perspective: Supply chain, which is delivering on the time that is promised, focusing on minimising returns by investing in technology, and having seamless communication with customers.

“One of the reasons that we have been able to scale up is because we're solving a very critical point of supply chain, which plays a very pivotal role in the post-purchase experience that we talked about. Making sure the goods are delivered on time, making sure the right goods are delivered.”

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