True Classic drives 29% revenue growth per email

About the brand

True Classic’s collection of everyday essentials is crafted with that same ethos and our customers in the driver’s seat. From ultra-comfortable denim to that first perfect fitting t-shirt that put them on the map, they design premium quality fabrics made to last. With customers at the heart of everything they do, they make sure their customers receive an amazing experience from pre- to post-purchase.   

“At True Classic, delivering an exceptional customer experience is at the heart of everything we do. Partnering with parcelLab allows us to bring that same commitment to the post-purchase journey – keeping customers informed, reducing frustration, and ensuring every interaction reflects our brand values. With a dedicated tracking page on our site and proactive delivery updates, we’ve not only minimized WISMO inquiries but also strengthened trust and engagement. This partnership has been key in helping us create a seamless, transparent, and customer-first experience from checkout to delivery.”

Jordan Gesky

Senior Customer Experience Manager at True Classic

Improving delivery transparency to reduce customer support inquiries  

True Classic works with third-party delivery providers, so when customers purchase an item and it ships, those providers would send them a notification email with a tracking number.  

Previously, those emails did not provide clarity on when the customer could expect the shipment to arrive because there was often a delivery service handoff to a local carrier. Frustrated shoppers would ask True Classic’s customer support help desk when they would be getting their order or why their order hadn’t arrived.   

Here’s how parcelLab empowers True Classic to delight their customers

• Reduction in shipment related inquiries: With the AI capabilities of parcelLab’s platform, parcelLab was able to look at average transit times and utilize that within True Classic’s post-purchase experience to tell customers their shipments should arrive in a certain amount of days. This significantly reduced shipment-related ticketing in True Classic’s help desk. True Classic now triggers updates automatically with parcelLab’s capabilities. From the onset, True Classic can proactively tell customers when they can expect their orders, causing a further decrease in WISMO inquiries.  
• Increase in traffic to their website: parcelLab also provides True Classic with the ability to have their own dedicated tracking page and returns portal so customers get sent to True Classic’s website rather than a carrier’s site.  
• Increase in positive reviews: True Classic eliminated a lot of negative feedback about shipping times on third-party review sites, especially in international markets. In addition, True Classic’s revenue per email (RPE) increased 29%. Historically, True Classic’s RPE is significantly lower in the first quarter than the fourth, so the fact that they obtained a 29% increase was super impactful.  

“Our partnership with True Classic has been all about enhancing transparency and reducing friction in the post-purchase experience. By providing clear, proactive delivery updates, we’ve helped significantly decrease shipment-related inquiries while improving customer confidence. It’s exciting to see how these improvements have not only elevated customer satisfaction but also driven measurable revenue impact.” 

Mac Gaskill

Customer Success Manager at parcelLab