The post-purchase moment as a competitive advantage

CJ Towle, Product Marketing Lead at Narvar, focuses on one of the most overlooked yet critical stages of the customer journey: post-purchase.

From the moment an order is placed through to delivery and returns, this phase defines how customers perceive a brand — and whether they return.

Turning data into loyalty

Narvar leverages extensive data across the post-purchase journey to help brands better understand customer behaviour.

This includes tracking delivery interactions, analysing returns reasons, and optimising communication timing and frequency.

The goal is clear: build trust and create a seamless, repeatable experience that encourages long-term loyalty.

Addressing the growing challenge of fraud

A major theme highlighted by Towle is the rise of post-purchase fraud.

From porch piracy to return abuse such as wardrobing and bracketing, retailers are facing increasing pressure on margins.

By identifying patterns and monitoring behaviours, brands can mitigate risk while maintaining a positive customer experience.

Customer experience as a strategic priority

Narvar’s focus on customer experience was reinforced by winning the Customer Experience Award at DELIVER America.

For Towle, this reflects the importance of designing post-purchase interactions that are smooth, transparent, and easy for the end shopper.

“Customers have to want to shop again,” he emphasised.

A more efficient approach to partnerships

Towle also highlighted the effectiveness of DELIVER’s structured meeting format.

Unlike traditional events, where engagement can be unqualified and inconsistent, the matchmaking approach ensures that conversations are purposeful and relevant.

This results in higher-quality interactions and more productive outcomes for both sides.

Learning from the broader ecosystem

Beyond meetings, the event provides valuable context across the logistics and supply chain landscape.

Understanding how different players — from software providers to logistics operators — fit together enables better positioning and more informed decision-making.

Key takeaway

In an increasingly competitive market, the post-purchase experience is no longer an afterthought — it is a critical driver of loyalty, cost control, and long-term brand success.