Kait Spong

Strategic Content Marketing Manager

Not quite astrology, but close:

5 post-purchase archetypes

I’ve been a different type of customer to every business. 

Some brands have earned my loyalty, while others I’ve never returned to after checkout. Is there an exact science as to why? Nope.

¯\_(ツ)_/¯ 

That’s because people are unpredictable…to the dismay of retailers everywhere.

So how can you begin to segment customers as they move through the not-so-linear sales funnel?

Start with these ✨post-purchase archetypes.✨

👻 The Ghost 

When it comes to customer experiences, the Ghost disappears after buying a product or service from your brand. No reviews, no returns, no engagement. You can’t help but wonder: Were they ever really there at all? 🤔

📣 The Brand Advocate

The Brand Advocate loves to share stories, selfies, reviews, and perhaps even constructive criticism about their purchase. Their behavior shows that they’re engaged, interested, and open-minded to shopping with your brand again.

🔁 The Returner 

The Returner always buys with good intentions, but will start to have second thoughts. Maybe the purchase didn’t live up to expectations, or perhaps they’re experiencing buyer’s remorse. Either way, their purchase didn’t go according to plan.

🌀 The Overthinker 

Even after the purchase, the Overthinker remains mentally tangled. They’ll keep reading more reviews, looking for signs of affirmation, or reasons to regret their decision. They might not return the product, but it may prevent them from engaging with your brand further. 

🚀 The Upgrader 

The Upgrader is immediately thinking about complementary purchases, loyalty points, recurring subscriptions, or future buys. They’re opportunistic and want to maximize their value — not for social sharing, but for personal gain.

And while people might be unpredictable, AI isn’t. AI can help brands recognize these post-purchase behaviors by analyzing signals like engagement patterns, return behaviors, and purchase history. 

Whether it’s reengaging the Ghost with a special promo, nurturing the Overthinker using helpful content, or offering the Upgrader the perfect add-on, AI recognizes that not every customer is the same and thrives on creating personalized experiences that meet them where they are. 🤑

Outside of my 9-to-5

What Am I Reading? Tender Is the Flesh by Agustina Bazterrica. Should I be picking up a dystopian horror book right now? Probably not, but I’ve 👏🏼 heard 👏🏼 so 👏🏼 many 👏🏼 good 👏🏼 things. 

What Am I Watching? Eddington. A neo-Western by one of my favorite modern auteurs, Ari Aster? I was SAT in the comfy theatre seat with my popcorn before I even knew anything about the plot.  

What Am I Obsessing Over? Cooking! Funny that I’d be saying this in the near-dead of summer when it’s unbearably hot, but I was away from my kitchen for a few weeks since life has been life-ing! And needless to say, I’m enjoying the reunion.

Looking for more?

The Ghost won’t open your emails. The Overthinker is probably overanalyzing them, while the Upgrader is wondering where their VIP discount is.

AI can help you deal with all of these customer types. ✅

If your emails aren’t landing at the right moment with the right message, you’re just adding noise to an already crowded inbox.

Let AI handle the timing, personalization, and the unpredictable ways customers behave after their purchase. 💆🏽‍♀️

👉 Find out how to put the AI in email

That’s all, folks. I am about to put my air fryer to WERK. 💪🏼 Thank you for your continued support of our 'lil newsletter. Our next issue hits your inbox on August 7th with some thoughts from Michael!