How Do Retailers Get to Grips with the Track & Trace Problem?
Retailers claim to prioritize customer experience, but often neglect the most emotional phase of the buyer journey: shipping. Many retailers hand off tracking to carriers, losing control over customer communication timing and content at precisely the moment customers are most engaged.
The Core Problem
"Shipping is a very emotional phase for the customer and often has an influence on whether or not the customer will order from the retailer again."
Which Tracking Belongs to Which Store?
The primary challenge emerges when customers order from multiple retailers simultaneously, receiving numerous tracking links from the same carrier. This creates confusion about which package corresponds to which store. Customers must navigate multiple emails to locate relevant tracking information, and they often cannot connect carrier names to the retailers they bought from without additional research.
Enriching shipping messages with retailer logos and product details could alleviate this friction entirely -- yet most brands fail to do this.
The Current State of Affairs
According to research on Germany's top 100 retailers, the picture is not encouraging:
The Optimization Potential
Retailers who take control of their shipping communications see measurable benefits:
True Classic
29% revenue increase per email after implementing branded shipping communications.
Granit Parts
20% reduction in phone inquiries and 15% reduction in email inquiries.
MediaMarktSaturn
71% open rate through personalized shipping messages.
The shopping experience should not conclude at checkout. Optimizing the shipping phase provides retailers substantial opportunities to increase sales, reduce support costs, and deliver comprehensive customer satisfaction throughout the entire journey. The 70% of retailers who are not yet managing their own shipping communications are leaving significant value on the table.
Ready to transform your post-purchase experience?
See how parcelLab can help you turn every delivery and return into a loyalty-building moment.