Companies in the consumer goods sector operate under constantly increasing competitive pressure. Furthermore, societal trends such as rising advertising saturation, declining consumer engagement in social groups, a strong focus on experiences, and high expectations from increasingly critical consumers are becoming more pronounced. This work outlines ways to emerge from this anonymity and shift the focus towards thinking in terms of long-term business relationships with loyal customers. The post-purchase phase offers even greater differentiation potential. A comprehensive concept of post-purchase marketing is developed, addressing the tools of post-purchase marketing and ultimately evaluating them.