Why traders should manage their shipping communication themselves

Why traders should manage their shipping communication themselves
Fri, 29/06/2018

We have already written about the importance of the post-purchase experience in this blog. After all, what happens to a product once it has been purchased by the customer? Usually it's like this: the online retailer packs the goods, hands the package over to his logistics service provider, who takes over the shipping, and sends his customer a message that from now on, package company XY is responsible.

The logistics company takes over the shipping - and the traders say goodbye

"Dear customer, the order is on its way to you. It will be shipped via XY. This is the shipment number and you can track it here." This, or something similar, is the typical last message that online retailers use to say goodbye, so to speak, to their customers after a purchase. If you're lucky, the tracking link will point you directly to your own parcel on the logistics company's website - if you're unlucky, you'll have to enter the very long consignment number yourself. It could hardly be more impersonal.

As a result, the customer receives further news about his parcel from DHL, UPS, Hermes or others - the online retailer, on the other hand, no longer appears in connection with the eagerly awaited delivery. If you order at the same time from several shops that use the same logistics service provider, confusion is inevitable. Of course, the parcel delivery companies only ever communicate the parcel number - and not exactly which delivery it is. Why should they?

Image Shipping messages are often impersonal and also confusing when suddenly several parcels are delivered at the same time

The typical shipping message: impersonal and difficult to understand

The typical logistics communication is then not particularly customer-focused, innovative or interestingly written. Instead, the customer receives rather cryptic messages like "Your parcel has now been loaded onto the delivery vehicle" or announcements like "Your parcel has been delivered" - even though the postman may have simply rushed to check off the task on the way to the door and then not encountered anyone after all. Either the customer is confused because he doesn't interpret the dry logistician-speak correctly, or he is annoyed because he is looking forward to his parcel and then has to join the queue at the postal station the next day despite positive delivery confirmation.

And it is usually not (only) the parcel services that get the hassle, but also the online retailers, who are usually not at all responsible for these incidents. From the customer's point of view, however, this last step in the buying process can greatly diminish the good impression of a shop or retailer - or, in the worst case, even ruin it altogether.

Image Those who take the shipping communication into their own hands can seamlessly continue their customers' shopping experience and close the "Experience Gap

The Solution: Taking Post-Purchase Communication into Your Own Hands 

We have listed the 4 points that make up a good post-purchase experience in our next post.


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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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