The average email open rate for retail sits around 40%, according to a 2023 HubSpot report. The average open rate across all industries is 38.49%. It’s difficult to compare like-for-like open rates with post-purchase delivery communications, but Klaviyo data suggests “post-purchase emails see open rates that are almost 17% higher than the average email automation”. Add personalised SMS comms to the mix – often favoured for their immediacy and high engagement – and you can see there’s clearly untapped potential in every ecommerce delivery.

In a recent episode of The Sorted Post-Purchase Podcast, Shaun Weston and Dan Greenall discuss the pivotal role of customer data in revolutionising the ecommerce delivery experience. The emerging trend is that personalisation isn’t just a luxury – it has become an expectation in the delivery process, and customer data is the driver.

Dan + Shaun on the pivotal role of customer data.

Two primary data types

The power of personalisation in ecommerce has been a hot topic for a while, but only recently have we begun to see its significant impact on the delivery experience. As Dan says, “using customer data can improve the delivery experience”, highlighting two primary data types:

  • specifics about the delivery
  • details related to the individual customer and their orders.

This approach is about creating a tailored experience, making each customer feel like the service is designed just for them.

A strategic approach to data

Why does this matter? Delivering a memorable post-purchase experience can be the difference between a one-off sale and a lifelong customer. Dan’s insights reveal a future where post-purchase communication isn’t just a courtesy but a decisive touchpoint in the brand’s relationship with its customers. A world where an email saying, “Hey Shaun, your new running trainers will be with you between 11:30 and 12:30 tomorrow. Have a great day!” becomes a powerful tool in building brand loyalty.

However, achieving this level of personalisation requires more than simply collecting data; it demands a strategic approach to its application. Retailers must use technology to seamlessly integrate order management systems with post-purchase software solutions, enabling them to curate and use customer data effectively. What’s the goal? Every communication, from order confirmation to delivery updates, should be informative and engaging, reinforcing the brand.

Retailers can keep up with ecommerce trends by using a platform that allows them to use customer data to provide personalised delivery experiences. Actually, retailers can help set the trends! The result is a more engaging customer journey that begins at checkout and continues until the package is happily received.

The business impact of personalised experiences

This data-driven approach reflects a larger trend in the tech landscape, in which the future of retail is determined not only by what you sell, but also by how you sell it. What is the key to gaining a competitive advantage? A delivery experience as personalised and engaging as the shopping experience that came before it. “You’re pushing on an open door,” says Dan, referring to customers who are not only willing but eager to interact with brands that take the time to know them.

But it’s more than just making customers feel special; there’s a measurable business impact. Engaging post-purchase experiences drive higher open rates, more page visits, and, ultimately, more opportunities for cross-sell and upsell. In essence, a well-crafted delivery experience turns a logistical necessity into a marketing opportunity, with each order providing a gateway to reinforce brand values and deepen customer loyalty.

Looking ahead, integrating the use of customer data into the delivery experience is set to become a defining feature of successful ecommerce businesses. As technology advances, so will the ways in which we can personalise and improve the customer experience. To stay ahead of the curve, brands must reimagine the role of delivery in the customer experience, rather than simply adopt new technologies.

In this digital era, consumers are bombarded with choices, so the delivery experience offers a unique opportunity to stand out. It’s not simply about getting a product to a customer’s doorstep; it’s about how you make them feel along the way. The future of ecommerce isn’t just in selling but in delivering delight, one personalised post-purchase experience at a time.

By embracing this trend, retailers can unlock the full potential of their post-purchase experience, turning every delivery into an opportunity to build stronger, more personal connections with their customers. With a specific SaaS solution leading the way (wink wink), the path to delivering not just packages but personalised experiences has never been clearer. In the evolving ecommerce landscape, it’s clear that the future belongs to brands that recognise the delivery experience as not just a final step, but a new beginning.