parcelLab gives FARFETCH control of their end-to-end customer journey

THE MISSION

FARFETCH Limited is the leading global platform for the luxury fashion industry

Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world.

Today the FARFETCH marketplace connects customers in over 190 countries with items from more than 50 countries and nearly 1,300 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform.

Farfetch.com / 2021

Branch:
Luxury
e-commerce platform
Revenue (2020):
$1.7 billion
Logistics Partner:
DHL Express, FedEx, UPS
CHALLENGES PRIOR TO PARTNERSHIP

Desire to own customer journey

 

Once a customer purchases, they receive a branded FARFETCH dispatch confirmation email with tracking information. This is also accessible via their FARFETCH ‘My Account’.

Previously, the customer interaction regarding delivery information was then passed to the carrier/delivery partner, who communicated with the customer more closely on the delivery status – effectively removing the FARFETCH tone of voice and branding from these communications.

Complex supply chain is hard to communicate to customers

 

FARFETCH’s pioneering business model means that they ship products to customers from multiple brands and boutiques, department stores and third party warehouses. As a result, the post-sales journey can be complex for customers ordering multiple items, as they may be shipped from different locations. These customers would therefore receive – from FARFETCH – a different tracking link for each item within an order, as well as multiple comms from carriers.

Personalizing customer communications

FARFETCH has a global customer demographic, with an aspiration to personalize the post-sales journey based on customer demographic, geography, service and product.

Build vs. Buy

The build vs. buy decision is a challenge for many companies. The temptation is strong, particularly for e-commerce companies who are themselves tech pioneers, to build everything themselves. As a technology company, FARFETCH invests in innovating for their platform and creating the best possible experiences for their customers.

However, the amount of time and resource required to take control of their post-sales journey in house is high and this could delay the benefit for customers.

OUR SOLUTION

Consolidate multiple orders and tracking links into one customer journey

Using parcelLab’s platform, FARFETCH is able to consolidate multiple orders and tracking links into the same communication and tracking page, transforming complex operations data into simple and engaging CX. Split-orders are displayed in the same place so the customer no longer has to navigate multiple emails to track items from one order. In one click, and in one window, the customer knows exactly where their parcel is and when it will arrive. Furthermore, an enhanced internal ‘control tower’ is provided to the customer-facing teams, meaning resolution of customer queries is quicker and easier.

“We are a platform that has multiple stock points for a single order, which means providing a streamlined post-sales experience is more difficult. One of the big gains we see from our partnership with parcelLab is being able to show a customer with one link multiple fulfillment points rather than show them separately, which we found was a pain point for our customers before.”

– Stuart Hill – SVP of Logistics

christoph wagner test manager lidl

Stuart Hill,
FARFETCH’s
SVP of Logistics

“It’s probably safe to say that any retailer, in any market, wants to make sure that the post-sales experience is as great as it can be. It’s obvious that if a customer has a very easy experience, then they are more likely to come back and use that retailer again. So any improvement in the post-sales experience will increase that percentage of returning customers. We are the same as most retailers in that regard.”

FARFETCH branding throughout the entire customer journey

 

By communicating using parcelLab’s platform, FARFETCH is able to provide a consistent, end-to-end customer journey, rather than losing important touch points to third-party carriers during shipping.

“We believe that the customer experience should be from the FARFETCH brand. One of the challenges of FARFETCH’s pioneering business model, combined with an intricate fulfillment chain, is being able to communicate this complexity to our customers. Therefore it’s important to have the FARFETCH brand in front of our customers, which parcelLab enables us to do.”

– Stuart Hill – SVP of Logistics

Personalized communication based on customer type

The parcelLab solution provides FARFETCH with absolute control of the post-sales customer journey, with the future ability to personalize based on characteristics such as demographic. This will be an important tool for FARFETCH.

Cross and Upsell

The ability to cross and up-sell in shipping communication means FARFETCH can create an even more personalized experience for their customers and drive repeat purchases more efficiently.
christoph wagner test manager lidl

Stuart Hill,
FARFETCH’s
SVP of Logistics

“We’d all love to be able to do everything in house but ultimately as a business we need to make these strategic decisions about how to use our tech resources efficiently. When there are specialists like parcelLab in the market that can solve the problem using minimal resources, it makes sense to partner externally on this and offer customers an immediate benefit.”

Why FARFETCH chose parcelLab as partner

We asked Stuart what made FARFETCH choose parcelLab as their post-sales partner. He had the following to say:

“I think we’ve got a common goal to improve the lives of customers and simplify that post-sales experience, which means we’ve got an aligned purpose we’re all working towards.
parcelLab has empathy with the B2C challenge and understands the post-purchase challenge. Therefore the parcelLab team that we work with are an extension of our team in trying to solve an issue. I think that the reason why solutions like yours are successful is because you are disrupting an area, and you’re able to create nimble and flexible solutions that actually the carriers sometimes struggle to solve.”

parcelLab has empathy with the B2C challenge and understands the post-sales challenge. Therefore the parcelLab team that we work with are an extension of our team in trying to solve an issue. I think that the reason why solutions like yours are successful is because you are disrupting an area, and you’re able to create nimble and flexible solutions that actually the carriers sometimes struggle to solve.”

The results

Throughout the pilot across two selected regions, FARFETCH has seen significant customer satisfaction and sentiment for their new post-sales journey. In addition, the customer service team have benefited greatly from customers receiving a consistent, easy to follow experience, which has had a positive impact on the speed of resolution for queries.

Most importantly, FARFETCH sees the effects of a better customer experience, which has a direct correlation with better transactions and brand experiences.

Future of partnership

After a successful pilot with parcelLab, FARFETCH is rolling the solution out to selected markets globally in 2021. Watch this space!

parcellab tracking interface on smartphone iphone

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