As UK-based men’s fashion retailer End Clothing partners with parcelLab to provide a better post purchase experience for customers, DeliveryX spoke to parcelLab’s co-founder and chief of staff, Anton Eder about its personalised order processing and tracking updates.
Why are in-flight tracking notifications so important to both ecommerce retailers and shoppers?
Tracking notifications provide real-time updates on the location and status of the package during transit, giving shoppers visibility into the progress of their order. These notifications create transparency and help forge trust between the retailer and customer. The customer receives real-time updates on the status and location of a package during transit which enhances customer satisfaction by keeping them informed about the progress of their order.
In-flight tracking notifications offer convenience and peace of mind to shoppers by allowing them to monitor the progress of their deliveries which means customers can plan their schedule accordingly, ensuring they are available to receive the package or make alternative arrangements if needed. Customers appreciate knowing when their package is out for delivery or experiencing delays, as it helps manage their expectations and reduces uncertainty.
In turn, this improves the customer experience which is crucial for building loyalty and repeat business. Customers feel that they can rely on a retailer and trust them to get their purchases to them safely, making them feel more confident about the ordering process as they can track their packages and have visibility into the delivery timeline.
How can retailers ensure they retain visibility or even control of the last mile?
A key way for retailers to ensure they retain visibility is by choosing logistics providers with robust tracking capabilities, reliable deliveries and those who are known for their efficiency and transparency. It’s important to select delivery partners that provide real-time tracking updates and allow integration with the retailer’s systems or platforms.
Ecommerce retailers should also work with post-purchase software partners, leveraging technology solutions and integrating their systems with logistics suppliers to provide customers with a consistent brand experience during first and last mile to retain visibility or control. Integration of order management systems with delivery partners’ tracking systems can provide real-time updates on package status. Retailers can also explore the use of advanced technologies such as GPS tracking, route optimisation, and real-time analytics to gain deeper insights into the last mile operations.
Open lines of communication with customers throughout the last-mile delivery is also essential. Retailers should send proactive notifications, such as order confirmation, shipping updates, and estimated delivery times. Timely communication about any potential delays or issues helps manage customer expectations and demonstrates transparency.
What can retailers do to provide a customer experience that will keep customers coming back?
Retailers must tailor the shopping experience to individual customers by leveraging data and insights. Use customer purchase history, preferences, and browsing behaviour to offer personalised product recommendations, targeted promotions, and customised communication. Personalisation creates a sense of relevance and makes customers feel valued, increasing the likelihood of repeat purchases.
Ensuring a seamless experience across different channels (e.g., online, mobile, brick-and-mortar) is also important. Retailers should integrate systems and processes to provide consistent product information, pricing, promotions, and customer service across channels. They could, for example, enable features like click-and-collect, where customers can buy online and pick up in-store, or vice versa. A seamless omnichannel experience offers convenience and flexibility, catering to customers’ preferences.
Simplifying the checkout process to reduce friction and enhance convenience can also drive loyalty. This can be done in a number of ways. For example, they can optimise the website or mobile app for smooth navigation, minimise the number of steps required to complete a purchase, and offer guest checkout options. Providing multiple payment methods, including popular digital wallets, to accommodate different customer preferences and improve conversion rates is also a good strategy.
It goes without saying, but investment in exceptional customer service is fundamental to build trust and drive loyalty. Retailers must train and empower customer service representatives to provide prompt, knowledgeable, and friendly assistance across various touchpoints, including phone, email, live chat, and social media. Customer issues should be resolved efficiently, and they should be offered hassle-free returns and exchanges. Retailers should also actively seek feedback to continuously improve service quality.
Implementing loyalty programmes that reward customers for their repeat business are also effective. Retailers should offer incentives such as exclusive discounts, personalised offers, early access to sales, or loyalty points that can be redeemed for future purchases. A well-designed loyalty programme encourages customers to return and provides an additional reason to choose a particular retailer over competitors.