Managing the Customer Shipping Experience the Moment Ship Happens
A customer heads to your website after seeing a perfectly timed ad appear for a product they needed. They find a few more treasures along the way and head to the shopping cart. After entering in their payment and shipping information they press the confirm order button. As a retailer, this is a success! Your acquisition efforts were successful in not only driving traffic to your site but increasing the average cart size along the way. There is only one problem, what comes next for the customer shipping experience?
Sure, you’ll send some basic order details and updates, but what happened to the brand experience you just worked so hard to build to get them to your site in the first place?
For most retailers, this is where their strategy falls short in driving the next sale. The moment after purchase is one of the most important determining factors of where a customer will spend their dollars next. In fact, 40% of shoppers consider the post-purchase experience the most memorable part of the brand experience.
We have pulled together a mini playbook to provide you with all the tools you need to provide a SMART experience for your customers the moment ship happens.
S – Stylish
Your team works hard to keep your website up to date with the latest banners, images, and more. Why send out a communication that is bland and misses the mark with branding? After a customer makes a purchase with your brand, what lands in their inbox next should be an extension of the experience they have received up until this point to keep things consistent.
Things to keep an eye out for are if banners match current promotions taking place on your website if the colors are consistent with your branding, and how the order tracking appears in the inbox. Does it include product images or is it just a bland PDF with purchase details? While these factors may feel small, they are what makes a difference in creating a memorable brand experience.
M – Managed
Why trust one of the most influential moments a customer has with your brand to chance? Being the most frequently checked post-purchase communication, order tracking provides an opportunity to engage with your customers on a deeper level than any other communication you send. By trusting the experts, you are able to rest assured that your communications are driving the highest engagement possible while allowing you to have the bandwidth to focus on additional projects.
A – Attributable
Wanting to have a better grasp of your customers’ shopping experience post-purchase? Dynamic order tracking communications allows you to retrieve real-time feedback from your customers thanks to surveys, clickable product images, recommended products, live banners, and more. Your team will have a birds-eye view into where your customers are most engaged to make educated decisions on upcoming ads and product updates.
R – Relevant
In today’s digital world, customers expect Amazon-like experiences. They want a curated product feed, messaging, and promotions that speak to their relationship with your brand. Dynamic order tracking allows for your team to create customized fields that resonate, allowing you to switch out banners and product feeds based on the customer’s purchase journey. Instead of showcasing ads for the product just purchased, dynamic order tracking will highlight complementary items to drive additional sales and upcoming promotions to bring the customer back to your store.
T – Timely
If your communication comes moments after delivery, it is late. Customers want the fastest possible updates when it comes to knowing where their new purchase is in transit. Many systems are slow to send the emails, if they ever land in the inbox, due to improperly set up email triggers.
Dynamic order tracking communications land in the inbox within seconds of firing thanks to a custom post-purchase communication email outside of your promotional email, increasing the likelihood of the email landing in the inbox. By having these customer shipping experience communications managed by an outside party, you can ensure your customers receive updates in a timely manner, decreasing the “where is my order” load on your call centers.
A SMART Experience the Moment Ship Happens
This past year put a demand on online shopping that had never before been seen. As we navigate the new normal of retail, it is important brands know the pros and cons of build versus buy. While the initial investment may seem higher in a time of downsizing vendors, having a SMART moment after purchase solution in place ensures customers receive the best possible experience with your brand.
Let Us Optimize Your Customer Shipping Experience
Curious to learn more about what this would look like for your brand? Learn more about our order tracking solution and eComm notifications.