FARFETCH Partners with parcelLab to Reconnect with Customers Post-Checkout
FARFETCH, the global destination for modern luxury, first partnered with parcelLab to keep their customers engaged for longer. The brand, known for being customer-centric and tech-forward, piloted the solution successfully in two different regions. Now, the team is preparing to roll out the parcelLab solution across new markets!
FARFETCH effortlessly fuses cutting-edge digital experience with the familiar nostalgia of boutique shopping. Like parcelLab, the brand's core sits on one simple idea: connection. It is FARFETCH's mission to bring together curators, creators and consumers.
Goal 1: "Be Where Our Customers Are"
FARFETCH identified the importance of managing the post-checkout experience. As a brand that prides itself on staying close to their customers, it was deeply important to regain control of customer communication. The challenge was that with a complex fulfilment chain and unique business model, the data and communication required had become too much to manage.
As a platform, FARFETCH has multiple stock points for each order, making a streamlined post-sales experience more difficult than average. Initially, the team considered building a solution in-house, but upon discovering parcelLab's platform, they opted to partner externally.
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"We'd all love to be able to do everything in-house but ultimately as a business we need to make strategic decisions about how to use our tech resources efficiently. When there are specialists like parcelLab in the market that can solve the problem using minimal resources, it makes sense to partner externally."
-- Stuart Hill, SVP of Logistics, FARFETCH
Goal 2: Be Customer-Centric
Despite its complex fulfilment chain, the parcelLab solution enables FARFETCH to provide one link for multiple fulfilment points -- something they hadn't been able to do before. This provides a more user-friendly experience, allowing customers to track their orders from anywhere, anytime, all in the same place.
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"I think we've got a common goal to improve the lives of customers and simplify that post-purchase experience, which means we've got an aligned purpose we're all working towards. parcelLab has empathy with the B2C challenge and understands the post-purchase challenge."
-- Stuart Hill, SVP of Logistics, FARFETCH
Goal 3: Be There, Be Relevant, Be Luxury
parcelLab's approach enables FARFETCH to deliver customer contact via their preferred channels. The teams worked together to create a communications workflow specifically designed around the FARFETCH customer. Each interaction is branded and personalized, so the customer recalls a smooth, convenient and joyful experience.
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"The parcelLab team that we work with is an extension of our team in trying to solve an issue. The reason why solutions like parcelLab are successful is because they are disrupting an area, and you're able to create nimble and flexible solutions."
-- Stuart Hill, SVP of Logistics, FARFETCH
What's Next?
During a very successful pilot, FARFETCH saw significant customer satisfaction as a result of its new post-sales experience. The customer service team benefited greatly from a consistent, easy-to-follow experience, which had a positive impact on the speed of resolution for queries. FARFETCH even named parcelLab within its Investor's Report. As a result, FARFETCH is rolling out the new processes and the parcelLab solution to selected markets globally.
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