Customer communication in online retail - more personalisation pays off

Customer communication in online retail - more personalisation pays off
Published on: Aug 16, 2019
Updated: Aug 19, 2022

The right communication with (potential) customers is increasingly important for online retailers. They should not forget that every customer is unique and has different needs and demands on the online retailer. So how can retailers do justice to every customer? One thing is clear: you cannot make everyone happy. However, when communicating with customers, online retailers should keep a few basic things in mind.

Customer communication in online retail - this is how it works

Customers should also receive the right advice in e-commerce. With the following three tips, retailers are on the right track.

More personalisation and appreciation

Online trade is growing and growing - but retailers must not forget their customers. Appreciation should no longer be exemplified only in bricks-and-mortar retail, but is also becoming increasingly important in e-commerce. Personalisation is also possible in online retail. But how? Personalised newsletters and mailings can address customers directly. It is also important that customer service is available at all times in case problems or questions arise with the customer.

Customer contact in real time

It is important that online retailers inform their customers in real time. Are there innovations or has something important changed? Then traders should inform their customers about it immediately. Real-time customer communication is becoming more and more important. And this is no coincidence. Communication is becoming more and more digital and faster. You can now communicate with many companies via a chatbot integrated in Facebook Messenger. Lidl, for example, is focusing on even more innovation with the Chatbot LiA. Among other things, you can now find out about the shipping status of your parcel.

Image At LIDL, you can now chat with the Facebook Messenger chatbot LiA.

Don't forget the shipping

Unfortunately, online retailers often leave customers alone after they have sent the order. They should also manage the shipping communication themselves and not hand it over to the shipping service provider. The parcelLab E-Commerce Shipping Study found that the top 100 online retailers are very economical with any messages sent after shipping confirmation. 35 percent of the top 100 retailers send no message at all or only one message to their customers. There is definitely room for improvement here.

Image Online retailers often leave their customers alone after the order confirmation.


Customer communication is becoming increasingly digital and fast-paced. Customers expect online retailers to provide them with information and answers in real time. Those who manage to communicate proactively and personally with their customers will be rewarded - with customer loyalty! Not a bad deal. However, customer communication should not stop after the order is placed and many retailers often forget this. Shipping and returns communication should also function smoothly. That's why online retailers should always handle this themselves and not leave it to the shipping service provider.

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Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.

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