How do UK fashion retailers manage post-checkout experiences?

In this study, we researched the UK’s top 100 retail fashion brands to shed light on the standard of customer experience.

We investigated:


What is the standard for a good checkout experience? Do fashion brands offer customers flexibility with payment methods, shipping options, guest checkout or free delivery? Take a look


How do fashion retailers communicate with their customers during delivery? What messages do they send, and when does contact stop? Learn from the best and worst examples we found.


Do retailers communicate proactively during returns? We investigated the returns processes of fashion retailers, paying attention to how well they communicated and how quickly remittance was received.

Of the brands we studied:


do not send any tracking information


rely on the carrier’s track & trace page


end communication at dispatch