How Regional Retailers Can Win with a Strong Post-Purchase Experience

Most retailers spend their energy getting customers to the checkout. But what happens after the order is placed? For many shoppers, that “post-purchase” phase — the shipping, delivery, and returns experience — matters just as much as the sale itself. 

A new RetailWire article, citing research from parcelLab and ShipStation, shows that too many retailers are falling short: vague delivery dates, slow shipping, clunky returns, and poor communication are all too common. And when that happens, customers don’t just get frustrated — they lose trust.

For regional and mid-market retailers, that might sound daunting. But here’s the upside: if the big guys are stumbling here, it creates a huge opportunity for you to stand out. 

The Post-Purchase Gap in Retail

The study tracked 57 top U.S. retailers and uncovered plenty of weak spots: 

• Only 14% offer unconditional free shipping. 

• Average delivery time is four days, but it can stretch to 10 or 11. 

• Just 9% guarantee delivery dates. 

• Nearly half (49%) charge for returns, with fees averaging $11. 

• Almost a third (28%) of retailers don’t even notify customers when an order is delivered. 

Put yourself in the customer’s shoes. They’ve spent money, they’re waiting, and they’re left wondering: Will it arrive on time? How hard will it be to return? Will anyone even tell me when it’s here? That uncertainty erodes confidence. 

Why Post-Purchase Experience Matters More Than Ever

Shoppers don’t separate “buying” from “receiving.” In their minds, it’s all one experience. That means a clunky shipping or return process can undo all the goodwill you built at checkout. 

When deliveries are late, updates are vague, or returns are painful, customers look elsewhere. But when orders arrive on time, communication is clear, and returns are painless, shoppers remember. They come back. They tell friends. Loyalty grows. 

For regional retailers, this is good news. You may not be able to compete with Amazon’s delivery speed, but you can compete on reliability and trust — and those are often what matter most. 

Above: Customers look forward to delivery — make sure it’s on time, clear, and stress-free.

Where Regional Retailers Can Compete and Win

Here’s where you can shine: 

• Inventory accuracy. If your site says it’s in stock, it needs to be. A unified system keeps your channels aligned so customers don’t face surprises. 

• Flexible fulfillment. BOPIS, curbside, and same-day local delivery aren’t perks anymore — they’re expectations. Meeting them wins you loyalty points. 

• Clear communication. Don’t just confirm the order. Keep customers updated with texts or emails that tell them where their order stands and when it’s ready. 

• Fair returns. Simple, fair return policies build trust. Even if the product didn’t work out, the customer leaves with a good impression. 

For regional retailers, customers don’t expect miracles. They just expect orders to arrive when promised, updates to be clear, and returns to be straightforward. That kind of consistency keeps shoppers coming back. 

Unified Commerce Connects the Dots

Of course, delivering all of this gets tricky if your systems aren’t connected. That’s where unified commerce makes the difference. 

When your POS, eCommerce, and inventory all run on one platform, everything updates in real time. Orders are routed to the right location, staff know what’s available, and customers get accurate updates at every step. 

Instead of treating post-purchase as an afterthought, it becomes a seamless part of the customer journey — from click to doorstep, or from checkout to curbside. 

Above: Unified commerce makes it easier for your team to deliver promises that create loyal customers.

Final Takeaway

The post-purchase experience is no longer “extra.” It’s where trust is either built or broken. And while national retailers are still stumbling here, regional retailers have a chance to get it right — and win loyalty in the process. 

See how the FieldStack Unified Commerce Platform helps regional retailers deliver reliable, seamless post-purchase experiences — from first click to final pickup.