ABSTRACT
This chapter recommends what the supplier and retailer can do to extract further sales as well as obtaining customer feedback after purchase. The shopper should be made additional offers as well as allowed to comment on the product and encouraged to share their experience. The shopper feedback and review, language, and product/service experience can be used in subsequent marketing communications to other shoppers. If there are shopper mal-experiences with a product or service then these can be corrected before the purchaser has time to spread too many adverse comments particularly in these days of social media. Once the purchase has been made, either at the time of purchase, but also subsequently, additional items can be offered possibly with either a promotion or price discount to incentivise the shopper. The items may be a repeat purchase or associated examples are, for an online shirt supplier, additional shirts or other items of clothing that go with the shirt such as a tie.
