For Lululemon, the sale is just the beginning. The athletic apparel brand has built a post-purchase strategy that turns a single transaction into an ongoing lifestyle relationship.
When you buy from Lululemon, you don’t just receive a pair of leggings or a workout top, you receive a ticket into their world. From the moment your order is confirmed, the brand starts building a deeper connection with you, one that keeps you coming back.
Lululemon’s Post-Purchase Touchpoints
Here’s how Lululemon uses post-purchase communication to become part of your daily life:
- Styling Tips: Follow-up emails offer outfit inspiration and ways to mix and match your new pieces with your existing wardrobe.
- Local Event Invitations: You’re invited to yoga classes, run clubs, and in-store events in your area, giving you reasons to engage beyond shopping.
- Product Care Guides: Instructions on how to wash and maintain your gear so it lasts longer — reinforcing quality and brand trust.
Why This Strategy Works
Lululemon’s approach is rooted in lifestyle integration. By providing value that extends beyond the product itself, they:
- Increase Retention: Customers who see the brand as part of their lifestyle are more likely to return.
- Encourage Word-of-Mouth: Community events create natural moments for customers to invite friends.
- Boost Brand Loyalty: Practical tips and community support make the brand indispensable.
So…
You don’t need to sell athletic apparel to apply Lululemon’s strategy. The key is to find ways to integrate your brand into your customers’ lives:
- Offer content that helps customers get more value from their purchase.
- Create community touch points to build emotional connection.
- Provide ongoing reasons to engage beyond the initial transaction.
