Customer story: NBrown
They’re all a bit customer-obsessed at N Brown. The JD Williams app was launched to serve their loyal shoppers in a smart way. But, just eight months after launch, Helen Fawcett (IT Project Manager) and her team decided that more focus was needed on the post-purchase experience…
N Brown is the home of JD Williams, Simply Be, Ambrose Wilson and Jacamo. They boast fantastic brands and a broad range of products loved by millions of loyal and satisfied customers. The Manchester-grown business celebrates a heritage spanning over 150 years, currently employing around 2,400 people.
What were they struggling with?
- Inconsistent customer journey and brand experience
- Reliance on third-party carrier tracking sites
- Lack of visibility of user behaviour
Track in the app, just like that
What were the problems they faced?
Order tracking on the JD Williams app was limited, with tricky developmental workarounds needed to make the content richer and the app more customer friendly. Plus, the poor user experience of redirecting to third-party sites wasn’t ideal, says Helen.
“We used to send customers to third-party carrier tracking pages when they wanted delivery updates, effectively taking them away from our app and away from our brand experience.”
Loyalty, CSAT scores, NPS and even conversion are all strongly influenced by a customer’s post-purchase experience. So, N Brown quickly recognised the importance of investing beyond the ‘buy’ button.
What Sorted products are they using?
Track, the powerful delivery tracking platform, allowed N Brown to put live parcel delivery history directly into the JD Williams app. Track aggregates all carrier data and surfaces this in a branded, consistent and customer friendly way.
With total control over what they see and when, N Brown now let’s the JD Williams customer self-serve their ‘where is my order’ queries. Talk about convenient.
We used to send customers to third-party carrier tracking pages when they wanted delivery updates, effectively taking them away from our app and away from our brand experience.
IT Project Manager
What is Track?
Track is a single data-rich platform, aggregating all carrier information and delivery tracking into a digestible dashboard—making exceptions management and impactful customer communications hassle-free.
How did they tackle integration?
The N Brown Logistics and Customer Experience teams led the initial discussions with Sorted, and the Track Beta trial period was officially kicked off by the N Brown Innovation Team.
“The transition was a learning process,” remembers Helen, who thinks there were teething problems implementing the Beta trial.”We worked closely with the Sorted team to understand the gaps and align, which ultimately led to a much better solution.”
And, the results?
Slicker, more seamless tracking for users. There’s been a 33% reduction in visits to the out-of-app order tracking during the initial Beta trial.
Not only that, but keeping the customer in the app brings analytics benefits too. Mobile click through from the ‘order details’ page to the ‘parcel history’ page is 83% – showing a massive appetite for this information and allowing N Brown to know what tracking needs their customers have.
“We completely control the customer insight now. The user is kept firmly within a native page on our app, meaning we can give a much better customer experience.”
We completely control the customer insight now. The user is kept firmly within a native page on our app, meaning we can give a much better customer experience.
IT Project Manager
So, what does the future look like?
Work on optimising the app will never stop – so push notifications and personalised comms could be next on the agenda.
The delivery experience within the app is ready for the brand’s future growth. Beyond the Beta for JD Williams, Track is being scoped for other brands within the N Brown family.