More customer experience in e-commerce - even at Christmas time

More customer experience in e-commerce - even at Christmas time
Published on: Jan 16, 2020
Updated: Aug 19, 2022

Christmas is the busiest time of year for online retailers. With a higher parcel volume of up to 116 percent compared to the rest of the year, online retailers can make the best possible use of this time to drive up their sales figures. After all, this is precisely when many customers are looking for new inspiration. This makes it all the more important for retailers to offer their customers a perfect shopping experience during the Christmas season, because they will then continue to buy from the retailer after the holidays.

Online retailers have to bear in mind that many customers order their gifts at the last minute (i.e. shortly before Christmas). For this reason, the number of express deliveries is increasing by an incredible 6981 percent. This makes it all the more important for retailers to offer their customers the option of ordering their gifts via express delivery. Even more importantly, nothing can go wrong in the process. Since waiting for gifts for loved ones is the most emotional part of shopping for many customers, retailers should keep them informed at all times with proactive shipping messages and a clear track & trace page about the package's whereabouts. In addition, the messages can be enriched with relevant topics. These include, for example, information about the weather or directions to the nearest parcel store if the customer is not at home when the delivery is made.

The number of express deliveries increases by 6981 percent before Christmas.

Customer experience is becoming increasingly important

Why is customer experience so important, especially at Christmas? The range of products on offer is diverse and the competition is fierce. Customers want to be offered the best possible service and advice. That's why Customer Experience is also a focus at Christmas. That's because this time of year is often crucial in determining whether or not a new customer becomes an existing customer. But how can the best possible customer experience be ensured for the customer?

Focus on Customer Loyalty and Service

Customers place great importance on smooth and fast customer service, especially in the run-up to Christmas. The last few weeks before Christmas are already hectic and stressful enough. Therefore, customers don't want to deal with slow and unreliable service as well when ordering their gifts. In addition, individual and personalized discounts are another reason for customers to order from an online store. LIDL knows this, too, and can bring 85 percent of customers back to the web store again after ordering.

When you place a high value on continuously improving the shopping experience, you show appreciation to your customers. And that is a very fundamental part of our business.Christoph Wagner, Test Manager at LIDL

Making returns as easy as possible

At Christmas, vast quantities of packages are sent. Therefore, it is not surprising that the return rate increases after the holidays. Either you don't like the latest toy or you want to get rid of the 10th pair of socks quickly. The 2nd and 3rd weeks of January therefore see the highest number of returns. The rate of returns can rise by up to 22 percent. For this reason, it is all the more important to provide customers with a smooth return process.

The returns rate can increase by 22 percent after Christmas.

The customer is king

In both brick-and-mortar retail and e-commerce, the customer should receive the best possible service at all times - even at Christmas. The saying "The customer is king" should not just be an empty phrase. So if you want to impress customers at Christmas, too, now is your chance to win their long-term loyalty with a successful shopping and shipping experience.

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