7 Post-Sales Experience Recommendations for Fashion Brands
parcelLab examined 100 top UK fashion brands' checkout, shipping, and returns processes, finding that "customer centricity usually ends after checkout. Once a customer purchases something, they are left on their own."
Key Finding
93% of retailers end communication with the customer after dispatch, instead relying on the delivery carrier.
1. Shipping Costs and Delivery Passes
Only 12 retailers offered free shipping; 65 provided it with minimum order requirements. Shipping costs significantly block conversions -- brands should consider implementing delivery passes to encourage loyalty.
2. Logistics Provider Choice
None of the studied brands allowed customers to select their preferred delivery carrier. Providing this choice helps avoid customer service inquiries from frustrated customers who have negative experiences with specific carriers.
3. Post-Dispatch Communication
93% of retailers end communication with the customer after dispatch. Brands should view post-checkout communication as an engagement opportunity rather than mere logistics updates.
4. Personalization in Shipping Communications
Only 1% of fashion brands sent personalized updates, while 99% failed to tailor shipping communications. Retailers should leverage this as an untapped marketing channel through branded, personalized messaging.
5. Tracking Page Ownership
For 60% of fashion brands, parcel tracking is hosted by the logistics provider. 20% provide broken links. 14% don't provide any tracking information. Hosting tracking within the retailer's ecosystem captures traffic and maintains brand consistency. Tracking email open rates exceed 60%.
6. Returns Labels and Options
51% enclosed Royal Mail returns labels while 11% provided none. However, 64% offered in-store returns, and 85% allowed free returns. Providing multiple return options improves customer convenience and satisfaction.
7. Refund Timelines
92% of brands refunded returns within three working days, with 38% processing faster than predicted. However, 24% gave no refund prediction. Providing refund timelines helps manage customer expectations effectively.
UK fashion retailers severely limit flexibility regarding shipping and returns options. Maintaining post-checkout communication within branded ecosystems, rather than delegating to carriers, enables retailers to control experience quality. Optimizing delivery and returns experiences directly boosts customer loyalty, retention, and repeat purchases.
Ready to transform your post-purchase experience?
See how parcelLab can help you turn every delivery and return into a loyalty-building moment.