We’re utterly obsessed with the chase, aren’t we? The seduction. The grand, expensive dance of pre-purchase marketing. Brands pour millions into slick ads, targeted social guff all designed to lure a customer to the checkout. They promise audiences the world, get their money, and then… what?
Silence. An automated receipt. A post-purchase abyss.
It’s the business equivalent of a terrible date: all charm and compliments until the bill is paid, and then you’re ghosted. Brands spend fortunes winning a customer’s heart, only to forget their name the next morning. This isn’t just bad manners; it’s catastrophic business. The real brand building, the stuff that creates actual, tangible loyalty, begins after the transaction.
Look around. The brands that are genuinely winning aren’t just the loudest shouters; they’re the best listeners and the most interesting conversationalists long after the wallet is back in the pocket.
Take a brilliant trouser brand like Spoke. (I am a fan and have many pairs) — They don’t just flog you a pair of chinos and wish you well. They follow up. Not with desperate, needy pleas to buy more, but with genuinely funny newsletters, style ideas, and the occasional perfectly-timed offer that feels like a tip from a mate, not a corporate shakedown. They’re continuing the conversation, making you feel like part of a rather well-dressed club.
Then you have Land Rover. (Yes I did have one, two actually — before I went electric) They could easily just sell you a monstrously capable 4×4 and let you trundle it to the supermarket. But they don’t. They invite you to exclusive off-road driving days. They let you throw their cars up a muddy hill, reminding you that you didn’t just buy a vehicle; you bought a key to a world of adventure. You’re not just a customer; you’re a member. You’re living the brand, not just consuming it.
This is where the magic lies. It’s the Whoop strap (again big fan, have been for years) turning your raw biometric data into a daily, actionable score for recovery. It doesn’t just show you numbers; it tells you how hard to push and when to rest.
It’s Apple’s seamless onboarding, where the first thirty minutes with your new device are so elegant they instantly validate your expensive decision. It’s about delivering value beyond the physical product.
The pre-purchase landscape is a deafening, crowded battlefield. Trying to out-spend and out-shout your competitors is a fool’s errand. The opportunity for differentiation is in the quiet, considered space that follows. This is where brands build an unassailable moat around your brand. It’s where customers, feeling seen and valued, transform into fierce advocates.
So, have an honest look at the wider brand experience. Audit what happens after the ‘buy now’ button is clicked. If it’s nothing more than a thank you page and a shipping notification, you may have a serious problem.
When brands stop focusing all their energy on the first date and start thinking about the marriage. That’s where a love story begins.