E-Commerce Shipping Study 2021: Learning from the Best
Most major online retailers have significantly improved the customer experience in recent years. However, there is still room for improvement when it comes to shipping and returns services. Some online retailers are already setting the bar pretty high. Almost every store operator can learn something from these best practice cases.
The Winners
Best in Checkout: s.Oliver
s.Oliver came out on top as the best in checkout. Customers can choose their preferred logistics provider themselves. The store scores points with alternative delivery offers and express deliveries. All information is summarized again in the checkout as an overview.
Best in Shipping Process: IKEA
IKEA convinces in the shipping process by capitalizing on customer loyalty. By integrating an item list into the shipping notification, the company offers an outstanding shopping experience. Personalized communication demonstrates customer appreciation. The track & trace page is clear and designed in the store's branding.
Best in Delivery: flaconi
flaconi secured the title of winner in delivery. The packaging in the online store's branding improves the brand image. flaconi keeps sustainability in mind and does not use plastic filling material. The company focuses on a positive unpacking experience, rounded off by discount codes and coupons.
Best in Returns: H&M
H&M leads in returns. Collection of returns is possible. Return of items is always free and easy, because the return label is sent directly in the package. Customers are informed at any time about return status. Refunds are fast and hassle-free.
Overall Winner: MediaMarktSaturn
MediaMarktSaturn emerges as the overall winner. The company offers an outstanding shopping experience with excellent operations experience control. All important information is available through email and customer accounts. MediaMarktSaturn optimizes mobile ordering processes -- all processes from checkout to shipping and returns are adapted for mobile use.
How to Improve Operations Experience
Not only customer satisfaction but also efficient processes depend on operational order processing -- the Operations Experience (OX). This starts with service and extends through warehouse processing to shipping and returns. Yet companies still have little visibility and control over OX.
Many retailers leave important contact points to logistics service providers, missing valuable consumer data and upselling opportunities. Customers receive only cryptic messages, leaving them uncertain about order status.
Retailers must control all relevant process steps in fulfillment themselves. This allows problems to be identified and circumvented early, with customers proactively informed. Individual, personalized customer communication is essential. If a delivery is delayed, customers are automatically informed, with relevant content guiding shoppers back to the store.
Companies that ensure a consistent brand experience and maximize cross-selling potential through outstanding customer experience will see renewed store visits and increased sales.
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