UK retailers fail to offer a post-checkout experience

Most UK fashion retailers stop marketing after checkout

UK retailers fail to offer a post-checkout experience. Source: shutterstock.com

Most of the top fashion retailers in the United Kingdom fail to offer a post-checkout experience to its customers. For example, they don’t send tailored delivery messages and thus miss out on an upsell opportunity, Ecommerce News reports.

For most top online fashion retailers in the United Kingdom, customer-centricity ends almost immediately after the customer completed the purchase. After checkout, they are left on their own to navigate the shipping and returns process for themselves, a new study by ParcelLab shows.

The study shows that 99% of the top 100 fashion retailers in the UK fail to provide their customers with a personalized post-checkout experience. ParcelLab analyzed the checkout, shipping and returns of these retailers and found out that 93 e-commerce companies end communication with the customer immediately after checkout.

Retailers should be actively engaging with customers at this point through personalized, branded post-checkout communications. This is a prime stage in the customer journey to upsell products in delivery communications and currently only one retailer is doing this
Katharine Biggs from ParcelLab

According to the study, 745 of fashion retailers let their logistics carrier host parcel tracking, which means they are missing out on the opportunity to capture an engaged audience. tracking mails have an opening rate of 605. If online retailers would host parcel tracking themselves, they could use it us for upselling products.

Now, 60% of customers are directed to the track & trace page of the courier, while only one in four retailers direct customers to a branded track & trace page, one that’s rarely hosted in the retailer’s domain.

Other important findings from the study include the fact that only 12 fashion retailers offer free shipping, while 65 only offer free shipping when a minimum order value has been reached. And only 16% of the analyzed retailers offer a timeslot for delivery, while 31% give an exact delivery date. Most retailers (57%) give a predicated date range, but 14 of them give no prediction at all.

When it comes to returning fashion items, there’s a difference noticeable in service mentality, ParcelLab says. The most popular option is to return items in-store, which is offered by 64% of fashion retailers. This method is followed by Royal Mail returns, of which 51% include a prepaid label in the box. And 11% expect that customers arrange the return themselves.

SEE ALSO: Business personalization: do’s and don’ts

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