SportsAndMore Success Story Success Story View all

Recieve more positive customer reviews and fewer customer enquiries

28

countries

3.4

new touch points

70%

unique open rate

SportsAndMore | Recieve more positive customer reviews and fewer customer enquiries

SportsAndMore (SAM), an online store for sporting goods and clothing, has been using parcelLab's solution for two years. This came about in a roundabout way: The ERP software company 4Sellers has already been working with SportsAndMore for almost ten years and also had an existing partnership with parcelLab. Due to the positive experience with parcelLab, 4Sellers acted as a quasi interface and recommended the parcelLab solution to SAM.

"Everything that has to do with our system, be it stocks, inventory or the connection to marketplaces, runs through 4Sellers. So does our store system, where 4Sellers linked us to parcelLab. Post-purchase communication was something we always wanted to do, but lacked the capabilities to do ourselves. That's why we decided to work with parcelLab - and I'm thrilled."

Marco Hörmann IT Manager at SportsAndMore
Marco Hörmann
Image Description
 

THE MISSION

 

Seamless customer communication & relief for customer service

The cooperation of both sides with 4Sellers laid the foundation for the collaboration of parcelLab and SAM.
SportsAndMore saw the need for seamless communication with their customers after the order process, which was left to shipping service providers before the collaboration. The company wanted to gain control over messaging and stop simply handing off these important touchpoints to third-party providers.
Another goal was to ease the burden on the customer service team by reducing customer inquiries about shipping status.

"This was something we had always wanted to do, however, it was not at all easy to find a solution that could be seamlessly integrated into our system. And the cost factor also played a role, of course."

Marco Hörmann IT Manager
Marco Hörmann
Image Description

The team was able to find all of this at parcelLab and didn't have to think twice to enter into a collaboration.

 

THE CHALLENGE

 

Flood of customer emails during lockdowns

In March 2020, at the time of the first lockdowns, SportsAndMore faced a flood of customer inquiries. Like many other e-commerce retailers at the time, the company simply couldn't handle the mass of customer inquiries associated with the rush of orders.

"We were literally inundated with emails - our team could have increased tenfold and we still wouldn't have been able to cope with answering customer queries"

Marco Hörmann IT Manager
Marco Hörmann
Image Description

Many inquiries were related to shipping status or delivery delays - typical customer inquiries like "Where is my package?" that many brands are probably familiar with. But this is also where the problem lies: although such inquiries are usually not complicated to answer, manual processing requires a certain amount of time as well as resources on the company side.
If customer e-mails are not answered for a long time or telephone queries cannot be answered because the team lacks resources, this leads to disgruntlement on the part of the customers. They then often leave negative reviews on the Internet, which in turn can lead to monetary damage for the brand, because as a result fewer people will order in the future and customer loyalty will crumble. So what can be done?

SportsAndMore Track my package
 

THE SOLUTION

 

Automated and customisable communication

Thanks to parcelLab's customizable post-purchase communication, the SportsAndMore team is now in control of the messaging and can adapt it directly to the situation at hand. If there are any delivery delays, the affected customers are automatically notified via dispatch delay emails. SAM can also inform its customers itself in the event of delays caused by shipping service providers and no longer has to rely on carrier communications.
On the one hand, this gives the team full control, and on the other, it can also offer immediate solutions without customers having to contact them themselves. This helps enormously in managing customer expectations and thus leads to more satisfied and well-informed customers. Furthermore, the SportsAndMore team now has more evaluation options available to measure the success of delivery communication.

 

THE RESULT

 

Positive customer reviews, up to 70% opening rate of mails and relief for the customer service team

One of the main goals was to improve communication with the customer, which has proven to be more than deficient, especially in the first Lockdown 2020 and the exploding demand:

"We achieved that goal. We feel equipped to successfully manage a similar situation in the future."

Marco Hörmann IT Manager
Marco Hörmann
Image Description

And that's going down extremely well with customers, too:

"One impact we didn't even have on our radar before was the many positive customer reviews we've received since we started using the parcelLab solution. In particular, they praise the communication during shipping."

Marco Hörmann IT Manager
Marco Hörmann
Image Description

Almost every day, SAM receives several positive reviews on independent rating platforms such as TrustedShops, Google, Idealo etc. about how well the delivery communication works.

"In addition, many write that the process and communication about it worked so smoothly and easily that they are happy to buy from us again. That shows us how important post-purchase communication is for customer loyalty as well."

Marco Hörmann IT Manager
Marco Hörmann
Image Description

This is also evidenced by the transactional email open rate, which has increased to between 60% and 70%, depending on the type of email. What was interesting for the team was that since working with parcelLab, the open rates of other mails, such as for invoicing, have also increased by up to 15% - even though these are usually less appealing.

Another key goal was to reduce customer inquiries to ease the burden on the customer service team.

"We achieved this goal as well. We were able to reduce customer inquiries via email and chat by 18%, and calls by as much as 26%. Quick info that customers would otherwise have to ask for is provided to them automatically."

Marco Hörmann IT Manager
Marco Hörmann
Image Description

Quick information that is already in the system and that customers would otherwise often ask for by phone is now sent out automatically and individualized. Overall, customer inquiries have been reduced by 22% as a result. This allows the team to focus on other, more complex service issues.

 

THE FUTURE

 

Fully exploit cross-selling potential

Where does the journey continue for SportsAndMore and parcelLab?

"In the next step, we want to push the impact on sales. For example, we would like to encourage customers to make their next purchase on our own tracking site and fully exploit the cross-selling potential"

Marco Hörmann IT Manager
Marco Hörmann
Image Description

Fading in items that complement the purchase made on the tracking page could be one way to do this. We at parcelLab are looking forward to the further cooperation with SAM & 4Sellers and the next steps of our joint collaboration.