Online Retailers Should Care More About the Post-Purchase Experience
Harvard Business Review
MAY 24, 2016
Lafley, who at the time was CEO of the world’s largest advertiser, Procter & Gamble, introduced a marketing concept he called “the moment of truth” for building brand loyalty. Retailers like Nordstrom, REI, and Anthropologie have customized package tracking experiences that provide visibility into the delivery.
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