What is Logistics Tracking and How Do You Implement It?
We’ve all experienced the feeling of making a purchase online and then eagerly awaiting the arrival of our package. And, who hasn’t received a shipping notification and then immediately checked the tracking number for updates – even though the wasn’t isn’t even with the carrier at that point?
The post-purchase customer journey is an important one for retailers to understand. Once the “complete your purchase” button is pressed, the interaction is far from over. Retailers today have many options when choosing a delivery service for their e-commerce transactions. Many customers closely watch the tracking status and enable notifications while their package is in transit – regardless of whether it is just a household basic or an exciting purchase. This part of the shopping journey creates an opportunity for retailers to deepen engagement with their customers.
E-commerce order fulfillment can be a complex process, involving multiple parties in the supply chain. Once an order is received, the fulfillment and shipping process needs to be streamlined and the tracking information must be communicated with the customer.
Enter logistics tracking, the connector between order placement and delivery. Here, we’ll dive into the basics of logistics tracking and how to implement it as a way to grow your business and enhance your customer’s experience.
Logistics tracking is more than just handing over a tracking number
Providing your customers with package tracking information and updates is another opportunity to engage with them and ensure satisfaction. There are multiple logistics solutions decisions to make – such as the choice of delivery service (like FedEx, UPS, USPS, or DHL), or the use of a custom tracking app.
The shipping processes also vary depending on the complexity of the supply chain, if there are global shipping needs, if BOPIS (buy online pick up in-store) is in play, or if e-commerce is the sole method of fulfillment.
In today’s world, customers expect (and deserve!) proactive shipment tracking and post-sale communication. Below are a few key reasons why implementing logistics tracking is a worthwhile investment.
Why is proactively sharing shipment tracking information important?
There are a few core reasons businesses of all sizes should consider upgrading their logistics tracking experience.
Easy package tracking reduces WISMO (where is my order?) inquiries
A highly anticipated or time-sensitive package can result in the customer repeatedly refreshing tracking information or contacting the shipper for updates. Though your team is surely happy to assist in these inquiries, they do require time and resources. With frequent or near real-time status updates available, you can put your customer’s mind at ease and decrease the amount of outreach to your customer service teams – saving time for the customer and resources for your company.
And our customers see great success in the reduction of WISMO inquiries; Berlin Brands Group reports 24% fewer customer inquiries and an 88% open email rate for shipping notifications.
Customize post-sale communications to enhance customer experience
The ability to tailor communications post-sale accomplishes several goals, including sharing important logistics tracking information and customizing the post-sale experience.
One successful example of this is with Bose, which not only conducts A/B testing in post-sale communications to see what resonates most, but also tailors the experience and directs them back to the website to view compatible or related items. Bose reports a reduction in WISMO inquiries and an impressive 78.5% open email rate. On top of that, hosting the track and trace page in their own environment has a significantly positive impact on SEO and has triggered repeat sales.
Engage with customers through last-mile tracking
Last-mile tracking is “the final stage of the supply chain, where goods move from a distribution center to their final destination. The last mile represents a time of huge pressure for brands and carriers alike.”
This stage in delivery is when your customers are imminently expecting the arrival of their package. Maybe they’ve made time-sensitive plans for their purchase or they’re just excited to receive their new items – either way, the last mile is an important one.
Logistics tracking sends emails and text messages in real-time through the use of integrations with scans from the shipping providers. Engaging with your customers during the last mile of delivery builds excitement for the purchase while also delivering important information. Additionally, in the case of misdelivery or last-minute delays, your customers are kept in the loop with proactive communication about the status.
Simplify the sharing of (multiple) tracking numbers
For some orders, there may be multiple packages and shipping locations which complicate the tracking process. Multiple orders mean multiple tracking numbers and emails to your customer. By streamlining through one integrated platform, tracking information can be shared on an easy-to-use landing page on your website. Not only does this increase traffic to your website, but it also consolidates the needed information for your customers.
This is a huge benefit for several of our customers, one of which is a global shipper with orders that frequently require multiple shipments and partner with DHL, Express, FedEx, and UPS.
What steps are involved in logistics tracking?
All retailers have a preferred shipping partner (or partners), and once the order is placed and the shipping provider is selected, the shipment label is created. This process is going to look different for customers depending on if the order is shipped from a warehouse (or multiple warehouses), a brick-and-mortar store, or a combination of the two.
Your customers should receive updates throughout the purchasing process, including order confirmation, order fulfillment, order shipped, and shipment status updates.
That is where logistics tracking comes into play and links the logistics of shipping with the customer service of ongoing communication.
The benefits of using an Operations Experience Management platform
Once the basics and initial goals are accomplished, it’s important to continue to refine and innovate. A pleasant user experience is becoming just as important as the speed of delivery and quality of the product. Using an Operations Experience Management platform like parcelLab helps to provide order fulfillment and shipping integrations that make your job as a retailer and shipper easier, and the customer experience seamless.
We also know that businesses will continue to grow and evolve over time, so it’s important to find a logistics partner that is flexible and adaptable to your needs. Not only does it save time and resources, but it can also be instrumental in the sustainable growth of your company.
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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