The latest  EY Future Consumer Index showed that 81% of UK consumers are concerned about their finances and 58% are extremely worried about rising costs. Low consumer confidence and cautious consumer spending are hitting retailers hard, not just in sales but across the entire customer experience.

Economic uncertainty, supply chain volatility and new tariffs are squeezing margins. In response, brands are scrambling to fill the top of the funnel and win new customers.

But in the rush to grow net-new revenues, are brands forgetting about the assets they already have, asks Jochem Van der Veer, CEO at TheyDo.

Post-purchase isn’t just logistics – it’s the most important mile

Most brands treat “buy now” like the end of the customer journey, prioritising speed over long-term value. But in today’s market, this is exactly where loyalty is won – or lost.

Too often, customers are handed off to disconnected teams, with little attention paid to their overall experience. These are missed moments to reinforce trust and turn one-time buyers into repeat, resilient revenue.

Loyalty is earned after the sale, not before

Customers now expect more than a product – they expect proactive updates, seamless service and a sense of care after they click “buy.” But many brands fall short.

Disconnected systems and siloed teams often create impersonal, fragmented experiences. Is your messaging tailored and timely – or are customers receiving irrelevant promos for what they just purchased?

Loyalty stems from emotional connections. Customers want to feel like more than an order number – especially when times are tough and budgets are tight. If your brand fails to follow through post-sale, you’re not only risking repeat business, you’re also undermining the very brand credibility your marketing has worked so hard to build.

Journey management is the playbook for impact

The problem isn’t just operational – it’s strategic. When the post-purchase experience is treated as a relay race between marketing, ops and support, no one ever owns the full journey. This is where customer loyalty breaks down.

Journey management changes this. It’s a structured approach to decision-making that aligns teams, data and workflows around the entire customer experience rather than isolated touchpoints. Rather than collecting data in siloed pockets for its own sake, journey management ensures that data is translated into action, improving experiences in real time.

The future of CX is post-purchase

If your brand’s journey ends at the “buy” button, you’re missing the moment that matters most. Post-purchase is where expectations are tested, emotions are high and customers decide whether they’d ever return — or walk away for good.

Yet many brands still treat it as an afterthought: disconnected teams, generic communication, and reactive support. It’s time for a new approach – one where the customer journey is managed holistically, with shared accountability across the organisation and clear ownership.

The last mile is the most important mile, especially when it comes to customer lifetime value. Brands that invest in journey management – not just mapping – are those seeing the best results. They’re reducing churn, increasing repurchase rates and delivering customer experiences that turn transactions into lasting customer relationships.