By: Natalie Johnson

For decades, the sales funnel has largely maintained its traditional structure: awareness, interest, decision, and then conversion. Brands have devoted significant resources—time, money, and creativity—into fine-tuning each segment of this funnel, all in pursuit of that elusive final click. If they’re fortunate enough, this effort can lead to a repeat purchase, further solidifying customer loyalty.

However, as we step into 2025, the narrative around conversion is shifting dramatically. It’s no longer the ultimate destination; in fact, it barely marks the midpoint of the customer journey.

As customer expectations soar and artificial intelligence transforms how consumers discover and interact with products, the major significant opportunities now emerge after the point of sale. This shift emphasizes the actual experience of using the product, which can greatly influence customer satisfaction and loyalty.

The Shift in Focus

“We’ve designed the funnel to end too early,” says Ishita Agrawal, founder of Tapp. “The moment of unboxing, the first use, the daily habit—that’s when the customer is emotionally open. But most brands are already gone.”

This insight highlights a critical flaw in conventional marketing strategies: they often neglect the post-purchase phase, which is crucial for fostering long-term relationships with customers. The moment a product is unboxed or first used is when a customer’s emotions are engaged, making it a vital opportunity for brands to connect.

A New Paradigm: The Game Begins After Purchase

The post-purchase phase has evolved beyond just a strategy for retention; it’s now a defining moment for brand identity. In this new landscape, AI technologies are increasingly being utilized to recommend brands based on customer experiences. This marks a significant transition from traditional SEO (Search Engine Optimization) to GEO (Generative Engine Optimization).

In this paradigm, generative engines like ChatGPT and Perplexity are taking the spotlight. These systems focus less on keywords and more on the quality of experiences, emotions, and tangible evidence of customer satisfaction. If a product fails to foster meaningful interactions, brands risk falling into obscurity in an AI-driven world where visibility hinges on genuine engagement and positive experiences.

Tapp: Merging AI and Experience

Agrawal’s post-purchase engagement platform, Tapp, plays a crucial role in helping brands reconnect with customers at pivotal moments—specifically, when they’re actively using the product.

With a simple tap on a smart sticker, customers can open a no-download web application that offers:

• Personalized content and support: Tailored information that caters to individual needs and preferences.
• Games and rewards: Fun, engaging activities that not only improve the experience but also foster brand loyalty.
• Challenges and community: Opportunities for customers to engage with each other, creating a sense of belonging.
• Brand stories, rituals, and cross-sells: Compelling narratives that deepen emotional connections and encourage additional purchases.

Tapp employs AI to dynamically customize each experience based on user behavior and preferences, making every interaction feel relevant and almost magical. This approach ensures that the engagement isn’t just superficial; it resonates emotionally with the consumer.

Measurable Outcomes and Improved Relationships

Brands utilizing Tapp have reported impressive metrics, including:

• Engagement rates: Indicating a healthy level of customer interaction with the brand.
• Increase in customer lifetime value (LTV): Suggesting that post-purchase engagement can positively impact profitability.
• Customer satisfaction: Reflecting positive feedback from users.
• Enhanced GEO visibility: As content remains fresh and engaging, it may be more likely to be recommended by AI systems.

However, the impact of Tapp extends beyond mere numbers. It facilitates the creation of lasting relationships that AI can recognize and improve.

“Funnels got us to the sale,” Agrawal explains. “But GEO will decide what brands get remembered, recommended, and repeated.”

The Future of Marketing: An Experiential Approach

In a marketplace saturated with messages competing for attention, Agrawal suggests that brands must pivot from simply trying to shout louder to crafting smarter, more meaningful moments. These moments should feel helpful, human, and unforgettable, creating an emotional impact that resonates long after the purchase.

The post-conversion phase shouldn’t be characterized by silence or neglect. Instead, it should be a time of connection, engagement, and even a little magic, ensuring that customers feel valued and understood as they continue their journey with the brand. This shift to a more experiential approach is not just a trend; it’s essential for brands that wish to thrive in the evolving landscape of customer expectations and AI-driven experiences.

Disclaimer: The information in this article is for general purposes only and should not be considered professional advice. While efforts have been made to ensure accuracy, no guarantees are made, and results may vary.