Chapter 3

Action plan

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Here's your action plan

Although the barometer and the retailer findings are interesting, this report isn’t about comparing and naming and shaming, but is about drawing on the inspirations and lessons from some of the UK’s largest and most successful fashion retailers.


As a high performing touchpoint in the market, don’t lose momentum on DX innovation and investment – because your competitors aren’t

Delivery and returns is a strong, competitive area for fashion retailers – with very little separating players from the pack. Any lapse in progression in this space is likely to see you fall behind.


DX begins before the buy button – use delivery and returns as a conversion tool

When analysing pre-purchase, our neuroscientists noted a number of elements in the customer journey that could, consciously and unconsciously, result in customers abandoning the purchase and dropping out.

Whether it’s spelling out a clear returns process, or ensuring clarity and choice of delivery options; delivery experience is a competitive opportunity before the buy button.


Look at parcel tracking and customer delivery and returns updates as a lever to reduce delivery failures and customer contact centre strain

Retailer reviews often illuminate customer service as a key issue, this is reflected in the neuroscientific observations. Of the few instances our mystery shoppers had to contact customer services, it was always related to a breakdown of communication regarding delivery or returns.

Self-serve customer tracking pages and regular comms can massively increase CSAT, increase first time delivery success and reduce customer service contacts at the same time. With tracking, you’re managing communications during a critical phase before the customer has a dopaminergic delivery experience upon consumption.


Make clear, convenient and consistent DX a loyalty tool

Sorted’s consumer studies have found that 75% of consumers would stop using a retailer if they frequently messed up communication updates regarding their delivery, and 21% said not having regular updates on the progress of their deliveries would make them shop elsewhere. Customers aren’t afraid to take their spend to a competitor if your DX falls short. Of course, the opposite is also true – a strong DX is a reason to keep loyal and keep spending. This was made clear during the mystery shopping exercise; with the retailers offering strong experiences probably more likely to increase brand perception.