Caraway Home reduces package theft to 1%

About the brand

Caraway Home is redefining the modern kitchen with thoughtfully designed, non-toxic cookware and home goods. Known for their stylish, high-quality products, Caraway focuses on delivering an exceptional customer experience from purchase to delivery. With rapid international expansion and complex split shipments, they needed a reliable and flexible post-purchase partner to manage their growing operations.

“Partnering with parcelLab, we’re transforming our delivery experience with AI-driven automations that keep customers informed every step of the way. Whether a package is returned to sender or an attempted delivery is missed, customers receive real-time updates, eliminating confusion and frustration.”

Nancy Gurd

Director of Customer Experience at Caraway Home

Improving delivery communication to reduce WISMO calls

Before partnering with parcelLab, Caraway relied on another vendor for tracking updates. They noticed an uptick in customer calls to confirm that their order was OK, and that’s when they found out the tool was broken.

Additionally, Caraway noticed that customers were often confused about when their package would arrive due to multiple shipments per order, leading to increased inquiries about package status. These WISMO calls were especially challenging during peak seasons like Black Friday and Cyber Monday, when questions about gift redemptions also contribute to a spike in customer support requests. With all of these challenges, Caraway decided to start their search for a new post-purchase partner.

Driving efficiency during peak season

Caraway took a proactive approach to peak season preparation, continuously learning from past Black Friday/Cyber Monday challenges. A major area of focus was improving the gift redemption process, as many customer support calls were from shoppers unsure how to claim their promotional gifts. With parcelLab’s platform, Caraway refined its communication strategy, making gift redemption clearer in post-purchase emails and streamlining the process.

Personalizing the post-purchase journey

To continue improving their post-purchase experience for their customers, the Caraway team has made improvements to the content displayed within emails and on order tracking pages. Since pots and pans sets can arrive in several packages, Caraway now includes images in emails to make it more visually obvious if a package is one of many shipments. Customers can also see when their packages will arrive on Caraway’s embedded order tracking pages, which display what is coming in each shipment.

Caraway’s personalized experience goes even further by offering their customers the option to ship their orders to a pickup center or request a signature with delivery. By offering this option, they have reduced their package theft from 7% to 1%.

Transforming the customer experience

Proactively communicating with customers all year round is essential for keeping WISMO inquiries low. With parcelLab, Caraway has proactive outreach triggers to ensure that if an order is delayed, customers automatically receive a gift card as an apology. Clear, concise, and timely updates on orders are now the norm at Caraway home and due to this approach, WISMO inquiries have dropped from 27% to 10%.

The post-purchase experience is an ever-evolving journey. Caraway Home understands this and continues to optimize their operations and deliver a seamless shopping experience every time.