Post-transaction marketing
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Post-transaction marketing are Marketing practices after a purchase is completed, with the goal of continuing and developing the customer relationship into long-term value. This includes display advertising of subsidiary products or offers, encouraging repeat purchases, or advertising loyalty or subscription programmes connected to the retailer.
This is a tactic used to generate additional revenue from customers after they’ve completed a purchase, rather than focusing only on new sales.[1]
Post-transactional marketing is typically positioned within customer lifecycle management, emphasizing the period after payment or commitment, when customers form post-purchase evaluations and decide whether to repurchase, recommend, complain, return items, or disengage. Research on the post-purchase phase highlights that experiences after purchase meaningfully shape attitudes and future behavior, including loyalty and repurchase intentions.[2]