By Carl Nilsson, nShift
Back in December 2024, I co-hosted a webinar exploring the trends shaping the year ahead in retail and logistics. We covered everything from tech investment to shifting consumer expectations, and one thing became clear: delivery is no longer a support function. It’s a brand experience.
Since then, I’ve spoken at several events across Europe and I keep hearing the same theme, no matter the market or sector: retailers are investing heavily in driving demand, but they’re still leaking value in the post-purchase experience.
That’s why I’m stepping back into the webinar seat this April. It’s time to zero in on the part of the journey that too often gets overlooked — the part that quietly defines customer loyalty and long-term growth.
Delivery isn’t a transaction. It’s a decision point.
From checkout to tracking to returns, delivery is filled with moments that matter. These touchpoints don’t just fulfill a sale — they shape how customers remember your brand.
Consider this:
- According to industry research, delivery experience is one of the top reasons customers choose to return — or not return — to a brand.
- A single WISMO call costs you €12 on average, based on customer service benchmarking data we’ve seen across multiple nShift clients
- 75% of consumers are more likely to buy again after a smooth returns experience (source: Narvar Returns Report)
Yet these areas are often underprioritized. Why? Because they’ve traditionally been seen as operations problems. But in reality, they’re growth levers hiding in plain sight.
The three critical delivery touchpoints (that still aren’t getting the attention they deserve)
In our upcoming session, we’ll break down three areas where brands consistently lose (or retain) customers.
And let’s be clear: these won’t surprise you. We’ve been talking about Checkout, Tracking, and Returns for years. Everyone has.
But what we’re seeing internally at nShift — through customer data, platform usage, and industry conversations — is that many businesses still haven’t optimized these areas to support growth.
Here’s why they matter now more than ever:
1. Checkout
Abandonment is still a top issue, and flexibility at checkout is one of the most powerful growth levers we’ve seen. Brands adding pick-up drop-off locations (PUDOs) or dynamic delivery options are seeing up to 5% uplift in revenue — and in some cases, a 15% increase in basket size.
We’re also seeing strong results from brands that use personalization and A/B testing to refine their checkout experience. When delivery meets expectation at the decision point, conversion improves — simple as that.
2. Tracking
“Where is my order?” isn’t going away — and neither is the cost that comes with it.
With WISMO calls amounting up to €12 each (as stated above), even a few thousand a year can quietly drain significant figures from your bottom line.
By using proactive, branded tracking updates, another customer reduced call volumes while increasing return website visits — and saw a measurable lift in NPS and repeat purchases. The connection between good tracking and loyalty is real.
3. Returns
Returns don’t have to be a margin killer. In fact, when executed well, they protect loyalty and generate new revenue.
We’ve seen retailers reduce ineligible returns (and associated costs) by 10% with smarter eligibility rules, while others have driven 30% additional revenue just by enhancing the branded returns experience and triggering re-engagement.
We’ve rebuilt tools to help… but this session is bigger than features.
Yes, we’ve redesigned parts of our platform. From a new nShift Checkout experience with built-in A/B testing to more flexible rules and personalization — the tooling has improved dramatically. But this webinar isn’t a product walkthrough.
It’s about helping you reframe delivery as a driver of growth, and showing you how to act on that shift — whether you’re our customer or not.
Join us live on 15 April
This session isn’t about theory. It’s about solving real friction points, learning from fresh data, and showing you how to create delivery experiences your customers will remember (and come back for).
If you’re in e-commerce, operations, CX or growth — and you care about your post-purchase experience — this one’s for you.
Author
Carl Nilsson
Commerce experience strategist, nShift
Carl helps ecommerce platforms and ecosystems create smarter delivery experiences that scale. With a background in commercial leadership and partnerships, he brings sharp insight into how logistics can drive customer loyalty, profitability, and long-term growth.
