Have you ever pondered why certain internet shopping experiences linger with you longer than others? It may surprise you to learn that it’s often not just what you buy, but how it’s delivered to your doorstep. It’s no secret in the industry that a high percentage of customers believe that a great delivery experience influences their loyalty to a brand. This knowledge opens up a plethora of opportunities for shops trying to carve out a place in the thriving internet market.
In a recent episode of The Sorted Post-Purchase Podcast, Shaun Weston and Dan Greenall of Sorted delve into the critical role of personalisation in delivery experiences. The conversation uncovers how cutting-edge technology can not only enhance customer satisfaction but also drive ecommerce growth and engagement.
Dan + Shaun on personalised technology.
Why personalisation matters more than ever
Imagine you’ve ordered a raincoat online. A typical post-purchase scenario involves a generic email confirmation, followed by standard dispatch and delivery notifications. But what if this experience could be transformed into something more? Dan describes a spectrum of personalisation in the delivery experience, from transactional to truly customised interactions that continue the journey beyond the click of the “buy” button. “At one end, you’ve got a very transactional approach… At the other, you have an experience that’s a continuum,” Dan explains.
This continuum keeps the conversation going, replacing “logistics language” with communications tailored to you, ensuring the post-purchase experience is as engaging as the moment you decided to buy.
The technology behind the curtain
So, how do retailers bring this personalised utopia to life? The answer lies in sophisticated software capable of marrying shipment data with carrier tracking events. This amalgamation allows retailers to send notifications and provide a tracking experience that feels like a natural extension of their brand.
Dan breaks down the technical necessities: “What you need is a piece of software that can consume two things and mesh them together to enable you … to deliver those notifications as if they were coming from you directly.” This means converting complex logistics data into user-friendly information that keeps the customer informed and at ease.
Overcoming integration hurdles
Integrating this technology with existing systems poses a challenge for many retailers, especially when dealing with outdated infrastructure. However, most modern retailers are equipped with tech teams adept at API integrations, facilitating a smoother transition. “The power really is in the platforms that take those data points and turn them into something meaningful,” says Dan, emphasising the transformative role of technology in enhancing the delivery experience.
The road ahead
As ecommerce continues to evolve, the delivery experience stands as a significant frontier in the battle for customer loyalty. Personalised post-purchase communication is no longer a nice-to-have but a critical differentiator in a crowded market. By leveraging technology to create more intimate and informative interactions post-purchase, retailers can significantly enhance customer satisfaction and foster long-term loyalty.
The conversation between Shaun and Dan not only sheds light on the importance of personalisation in the delivery experience but also provides a roadmap for retailers eager to elevate their post-purchase customer journey. As we look towards a future where ecommerce becomes increasingly competitive, personalisation in delivery might just be the ace up the sleeve for retailers aiming to stand out.
In the end, it’s clear that the future of ecommerce isn’t just about what we buy, but how it’s brought to us. The post-purchase experience, powered by personalised technology, is set to redefine retail in the digital age, making every delivery an opportunity to build lasting customer relationships.